SkillOnNet has launched a high-profile multimedia campaign in Portugal for BacanaPlay, its Portuguese-language online casino brand, as part of a wider strategy to deepen its footprint in the country’s regulated iGaming market.
The campaign features Ljubomir Stanisic, a well-known figure in Portuguese popular culture and a Michelin-starred chef with a strong television presence. Stanisic is the face of the new campaign, delivering the brand’s core messages: “Hey BacanaPlay!” and “Dá um play na vida” (“Press Play on Life”).
The marketing rollout includes national TV spots and a significant Out-of-Home (OOH) presence, with billboards deployed in major urban centres. The television commercial, now airing nationwide, uses stylised storytelling to depict Stanisic stepping away from the pressures of a professional kitchen into a visually dynamic Wild West saloon scene—highlighting the escapist entertainment value of the BacanaPlay platform.
Since launching in 2020, BacanaPlay has grown into a recognised brand in the Portuguese iGaming space. The latest campaign reinforces SkillOnNet’s investment in brand-building and local market engagement, leveraging high-impact creative and cultural figures to drive player awareness and acquisition.
Pedro Garcia, Portuguese Country Manager at SkillOnNet said: “With this campaign, we wanted to show that BacanaPlay isn’t just a gaming platform — it’s a mindset. It’s about stepping out of the everyday and into something more exciting, more cinematic. ‘Dá um play na vida’ is our way of saying ‘live boldly, have fun.’ Ljubomir was the perfect choice — he’s fearless, he’s intense, and he knows how to turn life into an experience. That’s exactly what BacanaPlay is all about.”
