Stars Group is currently reviewing its UK media strategy, according to a various marketing news sources.

Having absorbed the assets of Sky Betting & Gaming (Sky Bet) in 2018, the Toronto TSX-listed enterprise is assessing whether to combine its UK media planning and buying accounts as part of its post-acquisition realignment.

At present, the Stars Group’s PokerStars and BetStars media strategy is serviced by PHD Worldwide, whilst new asset Sky Bet is maintained by the Leeds division of MediaCom.

The Stars Group is reported to be undertaking a combined media review, as UK-licensed betting incumbents prepare to adjust to new advertising regulations and restrictions inbound this July 2019.

Stars Group governance is reported to be reviewing initial media pitches by a number of agencies, with marketing consultancy MediaSense acting as advisor and intermediate.

The Group said: “As part of its normal course of business, The Stars Group conducts a review every three years of its global agency roster and media planning and buying capabilities. The review spans all businesses and brands, including PokerStars, Sky Betting and Gaming and BetEasy.”