Congratulations to ESPN & Bet365 winners of this year’s Best Commercial Partnership
The Elevator Pitch
Betting has become a huge part of sports fans live experience, with the majority of bets being placed online. ESPN & Bet365’s integrated commercial partnership has enhanced the sports fans experience, whilst cementing Bet365’s position as “the world’s favorite online sports betting company” . This innovative solution both benefited the ESPN user and was a was a hugely successful commercial partnership for Bet365.
Set The Scene
The betting industry in the UK alone is worth in excessive of £3bn and Bet365 are the world’s leading online betting company. However, with the explosion in companies offering online betting services the choice for users has never been greater, and to maintain their position Bet365 & ESPN needed a new approach. Standard advertising placements were not enough.
Sports fans consume more mobile content than any other media, and with in-play betting the fastest growing area within the industry, together we identified these as the catalyst for an integrated partnership focused on the sports fans live experiences.
Tell Us The Story
The aim of the partnership was to make the betting opportunity feel part of the ESPN user journey and enhance the in play sports experience. Together we wanted to make placing a bet quick and easy to anyone, anytime, anywhere. ESPN ensured Bet365 were visible on every page of ESPNFC, ESPN Cricinfo and ESPN.co.uk across all digital platforms, providing relevant and contextual sports betting odds.
The Bet365 API integration enables the user to seamlessly go from ESPN direct to the Bet365 betting slip with just one click, ensuring the user can attain the best odds exactly when desired. The ESPN live match experience now includes Bet365 odds integrated into the scores and commentary, providing the latest market odds relevant to the game/match being followed. (e.g. Next batsmen out odds during live cricket match commentary)
The ESPN editorial teams now integrate latest odds into relevant stories (e.g. next Chelsea manager odds) giving authority and insights to the user and prompting interaction with bet365.com
By ‘deep-linking’ Bet365 odds within editorial content users can place a bet with Bet365 within seconds. This is a one step process. This is a major departure from anything that had gone before. In addition, ESPN created a bespoke betting blog on ESPNFC and ESPN Cricinfo providing insight, tips and betting triggers with integrated placements allowing the user to effortlessly access the relevant bet on the bet365 site.
The key objective of the campaign was to grow the number of Bet365 clicks, signups and depositors through the use of integrated placements
On ESPNFC the new integrated API live odds and contextual targeting are now driving 71% of signups, surpassing the 50% target set at the start of the campaign.
This resulted in a 318% Y-O-Y growth in sign-ups and 128% Y-O-Y growth in depositors.
On ESPN Cricinfo the new integrated betting placements now drive 73% of signups compared to 36% the year before.
This resulted in a 34% Y-O-Y growth in signups and 21% Y-O-Y growth in depositors.
Mobile saw a huge growth, with integrated placements driving 262% Y-O-Y growth in clicks and a 363% Y-O-Y growth in