After being awarded a gaming-related supplier in Ontario, theScore is now making its first steps regarding its long-awaited launch in the province’s new market. Last week, the company launched a new campaign “Get Into Bet Mode”, which promotes the sportsbook’s new feature “Bet Mode,” as comedian Susie Essman, actor Rex Lee and TV personality Gerry Dee introduce it to fans.
Currently, theScore is one of the largest sportsbook operators in North America, as it touts over 3.75 million users in Canada every year, with 1.43 million of them being from Ontario. And now, after receiving its license from the Alcohol and Gaming Commission of Ontario, the company will be able to launch its app in the regulated market, without violating the new provincial gambling rules.
Making the Integration Easier
Aubrey Levy, SVP of marketing and content with theScore, commented that “Get Into Bet Mode”, is a platform that brings to life one of the sportsbook’s core product differentiators while simplifying the betting process and making it seamless. According to him, these marketing spots are an extension of the company’s service to fans, as they remove the friction for a streamlined betting experience.
The campaign was developed by Diamond, after picking up the AOR assignment for the platform. Jordan Cohen, who is CD at the company commented that the celebrities in the videos deliver comedy while also unblocking distractions, which is an expression used by the company to describe the product. He said that similarly to theScore Bet, the videos help players lock in their bets.
The three celebrities are featured in a 2:30 video, along with social ads, radio, digital, and OOH. In addition to that the campaign, features are a 30-second cutdown featuring only Ms. Essman and other short spots. “Get Into Bet Mode” started on Wednesday, March 23, 2022, and it will be a tool for promoting the sportsbook brand in Ontario’s new igaming market which opens up on April 4, 2022.
Last week, the company has also started its early registration process for Ontario bettors, who can now download the sportsbook app on their iOS devices. Thus, making sure that their account will be up-and-running for the long-anticipated launch of the market early next month. This way, when the market opens up, they will be ready to place their wagers on their favorite sports.
The Competition
theScore Bet is set to face major competition in Ontario’s new open market for private operators, as the province expects at least 20 sportsbooks to be licensed to operate in the regime. One of them is Bet365, which will be now making its shift from the country’s gray market into the regulated one, as it obtains its license from the Alcohol and Gaming Commission of Ontario.
The leading online brand has an impressive player base of more than 63 million users worldwide, and it is licensed by the Gibraltar Gambling Commissioner. The company provides work to over 4,000 individuals, and it offers a vast selection of sports betting products, as well as online casino titles, such as poker and slot games.
Source: Crann, Justin “TheScore brings character to its sports betting platform”, StrategyOnline, March 25, 2022
