Based on the idea that life is one big game that can be played, the new campaign uses the strapline "enjoy the game", in all its executions.
The campaign will include television advertising, taking advantage of the deregulation of gambling advertising following the introduction of the Gambling Act 2005 on September 1.
This marks a change in direction for 888.com, which previously sponsored Middlesbrough FC until UK gaming companies agreed a self-imposed ban on advertising on children's replica football shirts earlier this year.
The TV ads will feature games including a giant piece of toast falling from the sky, with strawberry jam on one side and chocolate spread on the other. The outcome is only revealed online and viewers who correctly guess which side it lands on will gain access to the site's real games.
The campaign also includes outdoor work including posters, which ask questions such as: "we've put another poster down the road. Red or black?" There are also taxi ads, asking: "Next taxi you see? Light on? Or off?"