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Royal River Casino

Casino gets royal boost; 175% increased engagement

Royal River Casino lives up to its name with a rebrand that focuses on treating the customer like royalty.


  • Insights
  • Content
  • Media
  • Strategy
  • Studio
  • Web
  • Brand

  • Growth

The Goal

Royal River Casino offers a luxury experience with Vegas-level thrills - all in Flandreau, SD! Their initial outward brand message, however, did not reflect the experience they provide or how they felt about themselves internally. This became prominent when a new casino/resort across the border in Iowa was gaining traction with a strong market presence - thanks in-part to a “luxury-focused” message. Royal River needed to remind everyone in the region what they stood for: a royal experience. Thus, the "Take the Crown" campaign was born. It focuses on the experience their customers have when they play, stay or just want to getaway. It’s here where they are treated like royalty.

The Story Behind “Take the Crown”

Royal River is an outstanding name. Why not use it to reflect the experience of players, event fans, weekend getaway seekers and special-day celebrators?

For their recent brand awareness campaign, our team went “all in” on the concept of royalty. At Royal River Casino and Hotel, it’s always a great time to assume your throne.

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The Solutions

Epicosity helped Royal River Casino employ relatable and memorable storytelling that elevated ordinary individuals to a royal status. Through custom "King of the World" and "Queen of the World" lyrics and music - skillfully recorded by Nashville recording artists - the campaign infused a regal touch into the brand's narrative.

We orchestrated a comprehensive multimedia campaign, strategically deploying assets across broadcast TV, radio, outdoor billboards, digital platforms and social and search ads. This holistic approach ensured a widespread and impactful reach. The incorporation of the crown and robe icon is whimsical yet aspirational, symbolizing the casino's commitment to providing an elevated and royal experience for its patrons.

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The Results


We saved and reinvested between 12% and 35% of Royal River’s monthly ad budget due to efficiencies through frequency controls from our programmatic partners.


Royal River saw an increase in visitors in 2023 after seeing our programmatic advertisements.


Our collaboration within their social media channels improved page visits by 175% on Facebook.

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