MrQ has announced a complete rebrand aimed at redefining its position within the UK’s online casino sector. The overhaul distances the company from what it describes as the clichés and unrealistic glamour often associated with gambling marketing, positioning MrQ instead as a brand focused on transparency, entertainment, and authenticity.
Founded in 2018, MrQ has grown without venture capital or external shareholders and has been profitable since inception. The operator has reinvested profits into its platform and staff, distinguishing itself in a market dominated by sportsbook-led brands and templated player experiences. The company’s leadership says the rebrand seeks to address player fatigue caused by repetitive promotions and generic casino products.
Central to the relaunch is the new tagline, “The Casino You Love To Hate,” which underpins a broader campaign appearing across television, social media, radio, and digital channels. The initiative introduces a direct and humorous tone that aims to engage players through authenticity rather than aspirational imagery or exaggerated claims.
MrQ’s new brand direction emphasises fairness, transparency, and entertainment, reflecting a broader shift in tone within the UK igaming market. The company’s strategy focuses on retaining players through unique experiences and a distinctive voice rather than traditional incentives or bonuses. The rebrand signals MrQ’s intention to operate as a challenger brand within the online casino landscape, setting itself apart through clear messaging and a tech-led approach.
Now, MrQ is announcing its rebrand by challenging norms and is set to shake the industry. CMO Adam Ryan explains, “MrQ is a challenger brand. The UK didn’t need another casino; it deserved a better one. We’re going after these [operators with] clunky tech, lazy promos and copycat brands. That’s what we’re challenging. The brand relaunch is about doubling down on this unique position.”
Commenting on the new strapline, Adam Ryan says that: “The slogan is honest, disruptive, and perfectly captures the real relationship players have with iGaming – moments of joy and frustration in equal measure. MrQ isn’t afraid to tell it like it is: you win some, you lose some. Making the relaunch an extremely unique and exciting venture.”
MrQ believes transparency between themselves and their players is their greatest asset. “Our honesty, tone, and the story we tell are our edge. It’s what makes us different. Honesty has always been our superpower. Saying that quiet part out loud, you win some, you lose some, is refreshing in this category. Our tone of voice is direct, but still self-aware, and highly irreverent. We want to be famous for telling the truth, but in a way that players can relate to.”
Ryan believes it’s time for change: “It’s about cutting through that sea of sameness in the industry. Instead of a template casino, we’re trying to push boundaries and create a unique and exciting product that will ultimately care for the player. Hopefully, players will choose MrQ and continue to use our products. We aim to develop a bond and create a loyal player base.”
