Pokerstars Tone of Voice

Global tone of voice strategy developed for PokerStars as part of a wider brand programme for The Stars Group, covering poker, casino and sports betting. The project spanned multiple markets and languages, including English, Italian and Portuguese, and focused on creating a single, distinctive voice that could flex across products while remaining true to the brand’s core positioning.

The work involved defining a new set of tone of voice principles designed to bring the “Born at the tables. Born at the stadium. Born at the casino.” brand strategy to life. The aim was to capture the energy, confidence and authenticity of real players and bettors, while creating a voice that felt credible, engaging and unmistakably PokerStars.

The result was a robust, adaptable tone of voice framework capable of supporting global consistency while allowing for local nuance—giving the brand a clear, ownable way of speaking across channels, markets and betting verticals.