Vera&John has big plans for the U.K. online gambling market

Online casino operator Vera & John is concluding a competitive marketing agency pitch to decide who will handle its foray into the British market scheduled for July this year.

The company has budgeted GBP 3 million for initial PR and marketing, which will be overseen by chief marketing officer Jason Gallucci, formerly the chief executive of Lexis and the Next15 agency, reports PR Week.

“We are launching into a crowded market space and need to create a brand that uses the power of earned media,” Gallucci said Friday. “It will potentially be across all channels, while building in the ability to create PR and social ripples.”

A decision would be made in the coming weeks, he said, adding that the retained work may involve more than one agency.

The Maltese-licensed casino has previously targeted the Scandinavian market.