Pure Canadian Gaming

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Pure Service. Pure Rewards. Pure Entertainment.

Pure Canadian Gaming Logo 2


Pure Canadian Gaming Business Card FrontPure Canadian Gaming, formerly Casino ABS, is the largest casino operator in Alberta. They launched the new brand April 1st, 2013. Each of the 4 casinos offers slot machines, video lottery terminals, off track betting, live action tables as well as limit and no-limit poker. Hospitality includes a mix of bars, restaurants and entertainment.

The new enhanced brand with an updated look, and feel included internal/external communications, on-line communications and external fascia upgrades as well as internal signage and promotions.


With the rebranding reflected through the properties and its online communications, Pure Canadian Gaming wanted to achieve growth not only by retaining current customers, but also getting new customers by enticing a younger more vibrant audience to frequent the casinos.

One of the goals was to eliminate the antiquated images of ABS and the "wild west" imagery and move to a more sophisticated gaming and entertainment experience that younger audiences would be attracted to.


A number of strategy initiatives were developed to capture the attention of exciting patrons and the general public. A new logo, image, and colors with the tagline: Pure Service. Pure Fun. Pure Entertainment. The new tagline was developed and applied to numerous messages to including external/internal signage, direct mail, television & radio commercials and outdoor billboards, transit and bus benches. As well, new loyalty programs were created with Pure Players Club/Pure Rewards.

Our communications included "sticky" messages that popped, captured our audiences attention and worked with the applicable medium such: "Odds are this bus hits a pothole." appearing on the sides of buses. 

The business cards for executive staff members were designed to look like playing on the front and reverse. Each member of the staff was issued a "rank" between Jack and Ace based upon their job role. Furthermore, each property (Edmonton, Yellowhead, Calgary and Lethbridge) was assigned a suit (Spades, Clubs, Hearts and Diamonds). With the CEO/President, being the highest ranking official at Ace of Spades (traditionally the card of highest value in the deck).


This fresh, new invigorating brand improve casino patrons experience, and attracted new customers through engaging promotions, well promoted entertainment, and a brand new responsive web site that is updated on a weekly basis.