Over the past year, Parimatch has launched several campaigns that generated huge public interest and buzz.
Parimatch dares to be different – and as a brand, does not shy away from being bold and making a statement, which helps the business to stand out from the crowd.
We are always willing to take a risk to ensure we stay ahead of the trend, and that goes for our marketing campaigns too. In particular, one campaign we delivered this year really encapsulated this approach…
The Game of Sports
To capitalize on the buzz around the final season of Game of Thrones, Parimatch launched the ‘Game of Sports’ campaign in April. Customers were encouraged to join one of three houses, and play in weekly competitions over the course of the six weeks that the series was broadcast.
Players could compete against other houses by betting on any three of the sporting categories selected for that week. There were also special Game of Thrones bets which were worth double points. At the end of the series, the house with the most points was awarded a prize.
The objectives of the campaign were to increase revenue from Parimatch’s existing user base by encouraging betting on different sports and entertainment, as well as attracting new users interested in betting on and the following entertainment.
- The result of the campaign was phenomenal - 8% of our customers signed up to the initiative, and these customers increased the amounts of bets they placed by 6%.
- These customers’ activity on new sports and categories increased by 38% during the period as well.
- Overall, the campaign generated an 8.4% increase in turnover for the business and reached over 10 million people on social media – demonstrating that big bets can pay off.