MrQ doubles down on its brand relaunch as it becomes “The Casino You Love To Hate”. The OOH campaign has recently been rejected by National Rail under CAP’s rule 16.3.9 (toughness).
The latest OOH advertising has raised some eyebrows, which is exactly what MrQ set out to do. The team behind the rebrand believe that responsible gambling messaging does not need to be sterile or safe; it has to be wholly human. Now, MrQ are responding to some of the backlash, including Northern Rail’s rejection of the campaign. The business doesn’t agree with the interpretation that the new branding portrays gambling in a context of toughness, resilience, or recklessness.
Instead, the brand relaunch is unique and challenges the norms of sterile advertising in the gambling industry, as the business becomes even more open and honest with its players. The relaunch and new straplines reflect real player experiences. MrQ does not shy away from the fact that players won’t win on every spin, but rather emphasises that this is the reality of gambling.
“This is not a provocation of toughness, but a reflection of realism”
MrQ’s rebrand has received backlash following the launch of several new straplines, including “From Jackpot to Jacksh*t”, “Only want to play if you’ll win? Grow up. Over 18s only.” and “Want to win every time? Play a vending machine.”.
Adam Ryan, MrQ’s Chief Marketing Officer, commented: “The creative executions actively discourage reckless play and undermine unrealistic expectations in line with what rule 16.3.9 is designed to prevent. MrQ believes in being open and honest with their players, and building trust in the relationship, not hiding behind generic corporate disclaimers.”.
The OOH campaign captures MrQ’s challenger spirit, designed to entertain players wherever they encounter the brand. MrQ’s tone remains irreverent, smart, unique, and always human, but now comes with bigger creative confidence in a distinct world of its own in the iGaming industry.
The company explains that the rebrand of MrQ to become “The Casino You Love To Hate” is a reflection of realism and self-awareness. It’s an honest acknowledgement that gambling is not always a feel-good experience, and that healthy play involves understanding both the highs and the lows.
Adam Ryan’s response to the pushback on new slogans:
- “Only want to play if you’ll win? Grow up. Over 18s only.”
This is not about toughness; it’s about responsibility. The “Grow up” line is a direct reminder that gambling is for adults who understand that losses are part of the experience. It reinforces the over-18 message and responsible-play expectation. - “Want to win every time? Play a vending machine.”
This line deglamorises gambling by comparing it to a vending machine. It is intentionally mundane, mechanical, and predictable. It makes the opposite point to what has been suggested: that gambling is not about control, toughness, or heroism. Gambling is chance, and if you expect to win every time, MrQ are telling you, you’re in the wrong place.
Ultimately, MrQ’s new adverts are disrupting an industry that has been swamped with the same age-old messaging. Now, the team is trying to create something that is fun, engaging and pushing the boundaries, all while remaining above board. MrQ has opened the door and set the standard for a new style of messaging in the gambling industry.
The brand relaunch is refreshing, honest and transparent making players aware that they won’t win every time they play, capturing the irreverent and authentic tone of voice the brand encompasses. The straplines are somewhat controversial and cut through the noise in the saturated iGaming industry, which has become cautious and sterile in recent years.
Adam concludes: “We fully respect CAP’s remit and believe in ensuring responsible advertising in iGaming.”
