Gaming Realms plc

July 2016 - December 2019, B2C and B2B

My first job out of university was working as a Junior Copywriter for Gaming Realms plc, the developer and licensor of real money games. Over three years, I worked my way up to Lead Copywriter, managing the Social Media and Content Executive in my team and leading tone of voice creation for four main brands.

In those three years I gained a wealth of knowledge, working on both B2C and B2B copy, including:

B2C email marketing
A/B testing on subject lines, email length, and CTA buttons
Press releases
Game descriptions / “How to Play” copy
Paid and unpaid social media
Website banner copy
SEO optimisation for Gaming Realms’ customer-facing sites and B2B site, Slingo Originals
B2C SMS and inbox copy for customers’ online accounts
Leading tone of voice development and implementation, working with the Head Designer to align copy with visuals

You can see examples of my work below.

B2B Website Copy

Press releases, articles, launch announcements

Website banner copy and tone of voice projects

I was asked to write copy for a potential new brand, Take Me Out Games, that the Head of Marketing could use in her pitch to Fremantle Media. She said that my copy was “game changing” in convincing the client to give us creative control of the brand.

I worked with the Head Designer to create a new tone of voice for Gaming Realms’ main brand, Slingo. As the brand name is also a game — a combination of slots and bingo — we wanted to introduce more interactivity to site banners, landing pages, and customer emails to reflect the brand’s playfulness and to increase customer engagement.

We also wanted to create a sense of community among Slingo players, with a scrolling live feed on site of players’ achievements. This built on the existing prize bar mechanic that had been introduced to each customer’s account, tracking their progress throughout the customer journey and highlighting upcoming rewards.

The idea was to inject new life into a brand that had become slightly stagnant; to regularly update site content and competitions in a fun, interactive way to give a sense of immediacy to the brand and increase active participation among players.