Immense Group CMO Marco Trucco outlines how Big Brother, darts and Sheffield Wednesday drove record acquisition, brand recognition and long-term equity for Mr Vegas
Marco Trucco, Chief Marketing Officer at Immense Group, has described the past year as a defining chapter for the Mr Vegas brand in the UK, marking a transition from steady growth to full-scale national prominence. While the brand had been expanding consistently in previous years, Trucco noted that this period represented the moment when strategy, visibility and execution aligned to deliver exceptional commercial and brand results.
Central to this success was a renewed focus on entertainment-led marketing. Mr Vegas made two decisive moves by extending its partnership with the Grand Slam of Darts and securing a high-profile sponsorship with Big Brother. According to Trucco, these decisions were pivotal in pushing the brand into the mainstream and embedding it within popular culture, sport and televised entertainment at the same time.
The Big Brother partnership proved particularly transformative. During the campaign, Mr Vegas recorded close to 100% growth in player acquisition, rising to more than 120% over the full sponsorship period. Beyond volume, the campaign delivered high-quality audiences that closely matched the brand’s core demographic. Trucco also highlighted unexpected organic benefits, including the emergence of Mr Vegas-themed memes and discussions across social platforms such as X and Reddit, which further amplified reach without additional spend.
The overlap with the Grand Slam of Darts created a rare moment of simultaneous exposure across major entertainment and sports broadcasts. Trucco pointed to one standout week in which Mr Vegas appeared on ITV2’s flagship reality show and Sky Sports’ main darts event, resulting in the highest acquisition week in the brand’s UK history. The timing of the darts final, featuring Luke Humphries alongside breakout star Luke Littler, further strengthened brand association with elite-level sport.
Beyond television and darts, football remained a core pillar of the strategy. Mr Vegas deepened its relationship with Sheffield Wednesday by moving to a front-of-shirt sponsorship and returning hospitality assets to support the club financially. Trucco stressed that the brand’s philosophy is to support teams and fans rather than ownership groups, reinforcing its community-first positioning.
Looking ahead, Trucco acknowledged wider industry challenges, including tax pressures, but expressed confidence in Mr Vegas’ momentum. With strong brand equity, high recall and a proven ability to act quickly on opportunities, he believes the brand is well positioned for sustained growth in the UK market.
