London-born rapper Dizzee Rascal has found success in working collaboratively, having teamed up with acts as diverse as Cheryl Cole and Arctic Monkeys. However, his 2008 collaboration, “Dance wiv Me,” with singer Chrome and producer/songwriter Calvin Harris, nailed his commercial success.
The track debuted at number one in the UK and spent four consecutive weeks at the top of the chart, earning platinum certification. “Bonkers” and “Holiday”, both also featuring Chrome, also topped the UK chart. “Dirtee Cash” was his fourth consecutive top-ten hit, but it peaked at number ten. His latest collab is of a different nature, and it could be one that brings in some dirty cash for both parties involved.
Moving with the money
Crypto gambling company Playbet.io has announced that its new brand ambassador is none other than the British rapper Dizzee Rascal. This is certainly not a music deal, and the partnership was initiated thanks to Nick Hunter from the P11 Group, a sports marketing agency. Whether it’s sport, music, or just straightforward entertainment, everyone is hoping that the deal will be a bit of a hit.
Miguel Almeida, Chief Marketing Officer of Playbet, said,
“We’re thrilled to announce our partnership with one of the most legendary names in the music industry, Dizzee Rascal.
“A true icon of success, Dizzee has captivated millions of fans worldwide, and we’re proud to welcome him as the newest ambassador for Playbet.io. This collaboration marks an exciting chapter for us, and we’re confident it’s going to be a hit.”
Influential
While Playbet has been a leading force in the online gambling space for the best part of fifteen years, its foray into crypto is a relatively new venture. The partnership with Rascal is an attempt to tap into a growing tech-savvy audience who enjoy a mix of entertainment, investment, and play. With social media creators eclipsing traditional media in global ad revenue for the first time, influencers are seen as key to brand success. Playbet.io is expanding its online sportsbook and casino offerings, featuring slots, live dealer games, esports events, and coverage of all major sports.
This is not the first time online betting platforms have teamed up with musicians. Stake.io has a notable association with Drake, and Nicki Minaj serves as the global ambassador, investor, and strategic advisor for MaximBet. She was brought on board to help expand the brand across the growing North American market with involvement in merchandise and marketing at a high level. Dizzee Rascal’s involvement with Playbet is also about enhancing its marketing efforts, but through exclusive live streams and branded content.
When asked about his latest collaboration, Dizzee Rascal explained,
“I’m excited to partner up with Playbet and be a part of this groundbreaking experience. I love to be a part of anything innovative, and Playbet is doing big things globally, as am I. Let the games begin!”
Limited by license
While it seems like a perfect fit, the scope of the partnership could still be quite limited due to strict UK gambling laws. While the country has been at the forefront of licensing and regulating the online casino market, cryptocurrency gambling is still a very grey area. Playbet.io will obviously attract London-born Rascal’s international fanbase, but it is likely to have minimal impact on the UK market, which is strictly regulated by the UK Gambling Commission (UKGC). Bitx Operations, Playbet.io’s parent company, does not hold a UKGC licence, and its registered legal address and operational licence are with Curacao, a small Caribbean island off the coast of Venezuela.
Customer safety compliance
The crypto casino could be regarded as something of a ‘rascal’ operation, as it does not have to comply with the high level of player safety that UKGC license holders are required to adhere to. So, while it is not illegal to play at offshore crypto gambling sites, the UKGC advises players to avoid them. For players who are looking for the best online casino sites, it can all be rather confusing.
However, fortunately, there is plenty of help and advice at hand that sidesteps the marketing hype and celebrity influencers. Players can discover the best UK online casinos on Casino.co.uk, where expert reviewers weigh up the pros and cons of each platform. Being entirely independent and data-driven, the recommendations are based on solid information rather than marketing spin and glitz. The only spin players will find on this review site is advice on which slots to take a punt on!
Revival
So is Rascal’s new collaboration a little bit ‘bonkers’, or will it pay out dividends for him and the company? One thing is certain: he will have secured a significant down payment for his involvement, and it will bring him back into the media’s attention. His last UK chart topper was “Holiday” in 2009, and he has not reached the same heights since. Despite its name, “Hype” with Calvin Harris, released in 2016, only climbed as high as number 34. He will be hoping that the PlayBet.io deal will be on the money, more so than his “Money Right” collab with Skepta in 2018, which only got to number 68 in the UK charts. None of his later music climbed to the dizzying heights of his earlier hits.
The venture could be a new avenue for the rapper, who has an international fan base and a reputation for fun and entertainment. International will be important because the UK is still very lukewarm on crypto payments for online casinos. There are currently discussions underway in the UK about how better to regulate the crypto market and its associated products. One of the biggest concerns for the regulators is around anti-money laundering regulations, which are heightened due to the anonymous nature of cryptocurrency use.
Lobbying for change?
Currently, UKGC-licensed online casinos typically do not accept cryptocurrency payments to minimize regulatory risks. If this is to change, the crypto gambling lobby will need influential ambassadors to bring about regulatory change. Whether Rascal will be an ambassador for this remains to be seen. It is more likely that the deal is a way to spin out the success of his earlier career.
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Dizzee Rascal’s latest collaboration