Online gaming company Full Tilt has launched a new ad campaign aimed at refreshing its brand, with a new focus on sharing the experience of players.

The company, which operates poker and casino sites and apps, is hoping to showcase this new focus with a series of innovative ads that demonstrate the drama of a single hand of poker from two players perspectives, illustrating the kind of battle of wits that the company offers visitors to its site or apps.

The campaign, which centres around two cinematic ads, The Bluff and The Call, will initially be launched in the UK, appearing on TV, in cinemas and online, supported by print and out-of-home advertising.

“These cutting edge adverts showcase exactly what playing our games is all about – the psychological warfare, the bluffing, the fun and the drama that happens all day long at Full Tilt,” said Dominic Mansour, managing director of Full Tilt. “A huge amount of time and effort has gone into the new brand and were thrilled to share the first of our stories with the UK.”