Sky Vegas Rolls Out New Primetime Play Platform

By Dentsu Creative, the campaign reconnects Sky Vegas with Sky's heritage as one of the UK's leading entertainment brands

By Creative Salon

23 September 2026

The integrated campaign introduces 'Primetime Play' a long-term brand platform designed to reconnect Sky Vegas with Sky's heritage as one of the UK's leading entertainment brands.

The platform is rooted in what Sky does brilliantly and what players want: the very best in entertainment. The result is a distinctive brand world that turns everyday moments of downtime into moments of Primetime Play and is designed to extend far beyond advertising.

The launch film produced by Rogue, is fronted by actor Kaya Scodelario (Pirates of the Caribbean, Maze Runner, Skins), fresh from filming the second season of Netflix hit The Gentlemen. Directed by Scott Lyon and set to Mark Ronson's iconic track "Ooh Wee", the brand film follows Scodelario as she moves through an immersive Sky Vegas studio, with each window offering a glimpse into the different worlds and themes inspired by its games. Lava flows from volcanic landscapes, diamond vaults burst open, tropical rainforests come alive and a giant kraken emerges, bringing the breadth and variety of the Sky Vegas experience vividly to life. Combining in-camera production with intricate visual effects created alongside Electric Theatre Collective, the film creates a rich, cinematic brand world built around entertainment, imagination and the variety of experiences available on Sky Vegas.

Claire Hamilton, Head of Brand & Content, Sky Gaming, said: “Working with Dentsu Creative, we’ve built far more than a campaign - we’ve created a platform that will shape the future of the brand. Primetime Play brings a completely new energy and distinctiveness to Sky Vegas, rooted in what makes Sky such an iconic entertainment brand. Dentsu have done a fantastic job of taking that ambition and turning it into a bold, memorable and genuinely ownable brand world. It captures the role Sky Vegas can play for our customers in those everyday moments of downtime, while giving us a flexible platform that can evolve across every customer touchpoint. We’re incredibly proud of what we’ve created together and excited to see Primetime Play come to life.”

Launching across TV, VOD, social, radio, digital audio, sponsorship idents, digital display, CRM and owned channels, with media handled by WPP Media’s EssenceMediacom, the launch includes a major national OOH campaign, including a Waterloo Gallery takeover featuring bespoke 3D special builds that bring the Primetime Play world to life. The campaign establishes an entirely new brand world, inspired by the brand’s Sky heritage, that will extend beyond communications into product, proposition design and customer experience.

Alongside the campaign, Dentsu Creative has created a suite of new sponsorship idents starring a cast of Sky studio workers, helping to establish recurring brand characters that will continue to evolve with the platform.

More than a campaign, Primetime Play has been designed as a transformational brand platform that will inform communications, customer experience, product evolution and proposition development into 2027 and beyond. Refreshed website and app experiences will launch alongside the campaign, with further developments planned as the platform evolves.

Olly Wood, Executive Creative Director, Dentsu Creative UK, said: "Sky has entertainment in its DNA and for Sky Vegas, there was a brilliant opportunity to take that epic scale, spectacle and showmanship and have some fun with it. Primetime Play is a big juicy creative platform that can stretch across comms, product and customer experience, while shaping how Sky Vegas looks, feels and behaves. The launch is big, cinematic and just the right side of ridiculous, with Kaya coolly holding court as volcanoes erupt and a cheeky giant kraken emerges from the deep. And we’ve only just begun, there’s plenty more to play for. This platform has the strength to keep getting bigger, stranger and more entertaining for years to come."

Credits:

CLIENT TEAM

Company: Sky Gaming

Davnet Reid – Managing Director, Sky Gaming

Sam Behar – Marketing Director, Sky Gaming

Claire Hamilton – Head of Brand & Creative, Sky Gaming

Mateusz Samolyk – Senior Brand Manager, Sky Gaming

Lauren Wood – Senior Brand Manager, Sky Gaming

Hannah Lockwood – Brand Manager, Sky Gaming

Dani Jones – Brand Manager, Sky Gaming

Fran Greenwood – Senior Creative Project Manager

AGENCY CREDITS