FanDuel Casino has chosen Mischief @ No Fixed Address as its creative agency of record.

It comes as the US online casino industry is poised for expansion and FanDuel bets big on its treasure chest of games across roulette, blackjack, slots, and live tables.

“We’re entering uncharted territory as more and more states begin to welcome online casinos. And as FanDuel Casino introduces and acquaints itself to people across North America, we want to do it in an unexpected way that is so distant from category conventions. This is a sector ripe for disruption. So, it’s only fitting that our agency partner specializes in blowing stuff up. Mischief is the leader of disruption and strategically powerful ideas which have proven to move business time and time again. We can’t wait to make an impact together,” Daniele Phillips, VP of Casino Brand Strategy at FanDuel Group, said.

Mischief is responsible for creative duties pertaining to FanDuel Casino. It is challenged with cementing FanDuel Casino as the online gaming/casino destination of choice. The duo’s debut campaign is set to launch later this year.

Unlike its industry-leading sportsbook, FanDuel’s casino platform appeals to broader audiences—most notably women where usage is 50/50 with male counterparts. This offers the casino platform enormous growth potential and more importantly gives Mischief fertile ground to create new and exciting ways to attract customers and unlock cross-sell opportunities into other areas of the business.

“We’re looking forward to creating an unmistakable edge for FanDuel Casino. The FanDuel team are our kind of people: savvy, strategic, and up for rocking the boat. We’re really excited to be partnering,” Greg Hahn, Co-Founder and CCO at Mischief, said.