It's playtime!

Metropolitan Casinos needed to evolve beyond a dated, generic presence and step confidently into the night-time economy as a true evening destination. The brand wasn’t yet capturing the energy, glamour and anticipation that define a great night out and its campaigns and in-venue communications lacked the distinctive premium edge required to compete in a crowded landscape of entertainment.

We created a bold new creative direction and campaign system built around one simple idea: It’s Playtime.

A line that encapsulates how Metropolitan should feel, an invitation into an elevated world of after-dark excitement, indulgence and escape. By combining ownable photography, vibrant colour, playful typography and premium styling, we brought this spirit to life across print, digital, loyalty and local activations ensuring every touchpoint feels unmistakably Metropolitan: premium, playful, and made for the night.

Over the past year, Metropolitan Casinos has established a stronger, more magnetic brand presence across seasonal campaigns, rewards communications and immersive in-venue experiences all unified under the It’s Playtime promise. From elevated tactical templates to high-impact creative concepts and new sub-brand identities, Metropolitan now shows up with confidence and consistency, positioned not simply as a place to play, but as one of the most exciting destinations in the night-time entertainment landscape.