|Coinciding with the Cheltenham Festival and created by digital content specialists, Skive Creative, the new viral game directs users to a specifically created microsite, www.abetterwaytobet.com. |
The aim is to draw in players who may not usually place pool bets online. The microsite offers a comprehensive learning guide to the range of pool betting opportunities on offer.
‘We commissioned Skive to create the new viral game and microsite to promote awareness of our exclusive online pool betting service and introduce consumers to this exciting, and more often rewarding, way of betting.’ said Riman Verma, Online Sports Betting Manager at tote.
‘Stay The Distance’, a Flash game, mirrors the excitement and drama of the big races at the festival, putting users in the saddle to try to win the big race. Players can select one of six horses to race: the longer the odds on a horse, the harder it will be to win, but the more bonus points awarded upon race completion. During the race, users need to keep an eye on their horse’s energy, jump the fences and make judicious use of the whip. Users can then submit their score into a hi-score table, where they have the chance to win a VIP package for two to Royal Ascot at York, one of five passes to Ebor Day at York, or ancillary prizes of free bets.
Aimed at the over 18s market, the campaign will be placed on sites such as TTR2, FHM and Lycos, as well as several email newsletter distribution partners. The game will also be distributed to tote’s affiliate partners’ databases.
Skive’s Managing Director, Sean Singleton, says: ‘Skive’s games for tote have had millions of plays and generated huge awareness of the brand. By creating a microsite for this campaign, we were able to more effectively extend tote’s brand messages and communicate the key benefits of the totepool offering.’