London-based Lyceum Media will handle media relations, targeting trade audiences as Cantor Gaming goes live. Later this year the agency will follow up with a consumer campaign, targeting social networks, website partners, consumer titles and financial press.
Cantor Fitzgerald is believed to be the first financial services company to move into the web gaming arena. Its core business consists of investment banking and asset management. It is remembered for losing 658 employees in the 9/11 attacks on the World Trade Center.