888's new promotion has customers on the hunt

888's new promotion has customers on the hunt

Friday, August 26, 2016 Posted by Andy McCarron
A Pokemon Go inspired game is helping 888sport stay ahead of the pack

Being at the forefront of culture helps operators reach their customer base successfully, according to online operator 888. By become part of a trend, brands can find themselves embedded into the day-to-day conversation and word of mouth is one of the most valuable marketing channels available.

Itai Pazner, senior vice president and head of B2C at 888 Holdings, said that being an intrinsic part of a customer’s behaviour, especially via mobile, allows the brand to be more involved.

He explained: “Mobile sports betting is evolving every day and football is one of the most popular sports for live betting. Fans want to get more involved across the whole match day experience and innovations like Free Bet Hunt allow us to facilitate this, which is a key focus for 888sport. It’s extremely important for us to keep current and remain innovative by being first adopters of new trends that support our business.”

The Free Bet Hunt innovation that Pazner mentioned is a new mobile game, available via the 888sport app and mobile website, for football fans to track down free football bets hidden around football stadiums nationwide.

Channeling the recent success of Pokemon Go, the Free Bet Hunt game is a one-of-a-kind football version of the geo-targeting game The mobile game shows a map that allows all football fans to find and unlock exclusively free bets that are secretly located around football stadiums across the UK. Once found, fans can claim and make their free pre-match bet all in good time to make kickoff.

Pazner told TotallyGaming.com: “The creation of the Free Bet Hunt game was a response by us to the growing geo-targeting trend in the apps market. At 888sport we always strive to be at the forefront of innovative technology and to provide our customers with unique, immersive offerings which they can’t find elsewhere. We’re delighted to be the first company of our kind to offer this to our customers.

“Free Bet Hunt will be offered as part of numerous new innovations and activities that 888sport will be introducing to the football betting market across the season.”

Free Bet Hunt will be available at Premier League fixtures across the season as well as the stadiums of the four Championship teams sponsored by 888sport: Birmingham City, Brentford, Nottingham Forest and Preston North End. When playing the Free Bet Hunt game, players will be shown a map with the exact free bets location. Free bets can be found outside the stadium, not in the stadium themselves, meaning a ticket to watch the fixture is not required.

Totally Gaming Says: 888’s quick move to capitalise on the Pokemon Go craze using the extensive football marketing assets already in its portfolio is impressive. Six months ago and such an innovation may not have got traction, but the global success of the Pokemon game has normalised Augmented Reality and geo location to such a degree that it has opened the door for them to be used in marketing in this way.

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