Bingo has long been associated with seniors, but Delta Bingo and Gaming is calling out to younger generations with a portable version of the game.

Its new iGaming platform is capturing the excitement of yelling “bingo” in any environment, such as a passport office or a bus stop. The brand operates 20 bingo hall locations across Ontario and Maryland.

“Our loyal customer base has always known how fun bingo night can be,” says Rebecca Russell, director of marketing and communications at Delta Bingo and Gaming.

Pete Ross, creative director at Labour, tells strategy that when it comes to its creative approach, rather than doing something really crazy or off the wall, it typically looks to see what would actually work for a client.

“Yelling ‘bingo’ inside a bingo hall is, obviously, totally acceptable behaviour,“ he says. “But yelling ‘bingo’ at a passport office, coffee shop or the bus stop would definitely raise eyebrows.”

Ross says Labour has done a lot of work with the brand, and its account win dates back to last summer. However, this is its first and biggest mass campaign.

Delta is the first in Ontario to offer online bingo, and the agency made a point of making the game as accessible as possible.

“There are hardcore bingo players that go in-centre, and there are definitely regulars,” Ross concedes. As an online phenomenon however, he says the game could pay dividends on its own or help the brand draw people to its halls.

Campaign creative for “Excitement Anywhere” includes 30-second and 15-second videos for TV and 30-second online ads.

The campaign is now live throughout Ontario across a variety of major television networks, radio, and on social and digital media platforms, running through to the end of the year.

Media Dimensions and Candybox handled the buy side. Wilim is the production partner.