Copy and creative that gets players to click, sign up and deposit.
I’m Paul Cullen, a former journalist turned senior copywriter and creative lead for online gaming. Brand lines, campaigns, UGC and influencer ads, CRM, SEO content and PR for operators including McLuck, Casumo, PartyGaming, Mansion and 32Red.
Numbers first
Figures from campaigns I wrote or led, as reported at the time.
PartyGaming roulette launch email, rewritten around one clear offer.
Same email: 20K spent, 120K back. A follow-up chips email hit 40% response.
From 2,921 registrants at BetWWTS.com. A record for the business.
Facebook and Twitter audiences grown from near zero for a major UK gaming brand.
“You Say Casino, We Say Casumo” is still on Casumo’s home page years after it was written.
Moolette for Intertops: worldwide press, The Sun, News of the World and US television.
Industry firsts
- Introduced the first online deposit bonus (Intertops)
- First direct-mail campaign by an online sportsbook (Intertops)
- Introduced reality-TV betting on US Survivor, featured on American TV
- First March Madness “Win a Million” pool tournament
- Launched Intertops Poker, the first PartyPoker skin
- Led the Absolute Poker rebrand after the cheating scandal, creating the CEREUS brand
Case studies
Click any project for the brief, the approach, the result and the original creative.
Brand music commissions
I’m also a composer and producer. See the music CV.
Short-form lines
Headlines, taglines and subject lines I’ve written.
- POV: My friend kept telling me to try out McLuck…
- You say casino, we say Casumo
- Put your money where your mouse is
- The bets just got better
- Level up with every spin, turn, roll
- Cosy. Chill. Casumo.
- Is your copy cool… or just lukewarm?
- Is your media stream mediocre?
- Are you content with your content?
- Why settle for a bright spark when you can have fire?
- Insert coin to play
- You deposit. We raise. It’s your call.
Career history
Casino Industry Expert & Journalist
- Long-form guides and features on casino games, poker and gambling, from blackjack side bets to how casinos make money from poker.
Freelance Creative, Content & Copy
- Clients include McLuck, Casumo, Mansion, 32Red, BetOnline, Bodog, InterCasino, Casino.com, SlotsHeaven, Blexr, Convertonet, CanarySquares and WhichSlotMachine.
- UGC and influencer ad concepts and scripts, blogging, branding, editorial, SEO content and social media.
Earlier career
Creative Advisor & Content
- Content across Mandalay brands; social marketing, campaign and PR ideas; liaison with external marketing partners.
Creative Advisor
- Led the full rebrand of Absolute Poker after the cheating scandal: strategy, creative, PR, TV and email.
- Conceived CEREUS (an anagram of “secure”) and all supporting brand assets.
- Created the Phil Hellmuth Roman Emperor concept for the WSOP and the FAME loyalty programme.
Creative Advisor
- Promotions, content and copy across Party casino, sportsbook, bingo and poker brands.
- Delivered all assets for the PartyPoker loyalty programme; overhauled Empire Poker and PartyGaming email messaging.
Marketing Consultant
- Campaigns, creative and copy across BoSCasino, BoSPoker and affiliated sportsbooks, mainly for the US market.
- Wrote a TV spot performed by Tom Arnold, plus flyers, radio scripts, magazine and direct mail copy.
Marketing Consultant
- Record acquisition: 1,459 funded accounts from 2,921 registrants in a single month.
- Launched the BetHoldem.com poker application; oversaw a full site redesign and the WAGERonSPORTS.com launch.
Marketing Consultant, Copywriter & Creative
- Introduced the first online deposit bonus and the first sportsbook direct-mail campaign.
- Created Moolette and introduced reality-TV betting, both covered on US television.
- Managed creative and launch of Intertops Poker, the first PartyPoker skin.
Journalist
- News reporting and feature writing on regional newspapers.
Long-form features and profiles
Features, profiles and commissioned editorial on gambling, business and culture.
Internet Bet #01
The story of the world’s first online sports bet: four men, a dot matrix printer and a Finnish punter backing Spurs.
Kid Cool: The Enigmatic Alan Keating
Profile of the high-stakes poker player.
Bankrupt & Bust: Trump’s Atlantic City Adventure
How Donald Trump built, lost and walked away from an Atlantic City casino empire.
Gambling Myths Exposed: 7 Casino Lies
From the James Bond roulette strategy to oxygen-pumped casinos.
Top 10 Casino Heists
From micro-cameras in shirt buttons to a $33 million inside job in Melbourne.
Kerry Packer
The media mogul and gambling legend who offered to toss a Texan oilman for $60 million.
Mansion: Strong Foundations
Commissioned feature for Capital Finance International on the rise of the Mansion Group.
Recent bylines and content for Techopedia, Gambling Insider, CardPlayer and CasinoBeats (Clickout Media), plus Capital Finance International.
What I do
Brand & creative
- Brand lines, slogans and tone of voice
- UGC and influencer ad scripts and hooks
- Campaign concepts and TV scripts
- PR stunts and press releases
- Brand treatments and pitch decks
Content & SEO
- Hundreds of long-form articles and guides
- SEO content written for people first
- Interviews, profiles and business features
- Website copy and UX microcopy
CRM, social & strategy
- Email, CRM, welcome and reactivation journeys
- Social media planning and community
- 12-month marketing calendars, SWOT, launch plans
- Competitive analysis and positioning
AI-assisted, human-edited
I write 2,000–2,500 words a day unaided. With AI drafting tools and careful editing I can produce up to four times that, without losing a human voice. Tools: ChatGPT, Claude, Midjourney, Sora, ElevenLabs.
Let’s talk
Available for freelance, contract and in-house roles. Happy to provide a free test piece.