Northstar Bets, a Canadian-born casino and sportsbook platform, launched a Lunar New Year campaign celebrating the Year of the Snake to deepen its connection with the Chinese Canadian community.
The campaign creative blends traditional Chinese elements like gold ingots, coins and couplets with the imagery of the snake, symbolizing luck, prosperity and calculated risk-taking.
Dante Anderson, VP of marketing for Northstar Gaming, tells strategy that fusion of cultural heritage and modern design creates a festive atmosphere that resonates with the target audience.
“The Chinese market is generally underserviced by gambling brands in Ontario and we pride ourselves in continually enhancing our Chinese player experience and catering to their unique needs,” Anderson says. “Running Chinese campaigns allows us to expand our reach to a new demographic that will find appeal in our first-class customer service, premium casino and world-class sportsbook.”
This campaign, developed in partnership with multicultural marketing agency Stradigi Marketing, is a part of Northstar Bets’ broader marketing strategy to tailor gaming experiences to diverse audiences.
Anderson points out Northstar has supported Lunar New Year for three consecutive years, since it launched in Ontario. It also offers a curated game lounge that is available year-round on the site, as well as Chinese in-language support for VIP players.
The campaign will be deployed in Ontario, across key Mandarin and Cantonese digital channels.
In October, Northstar Bets launched a campaign to coincide with Diwali, the Hindu festival of lights celebrated in South Asia. In that campaign, Northstar focused on the popular card game Teen Patti, a Diwali tradition intertwined with luck, prosperity and social connection.
