Betfred teams up with free-to-play specialist SportCaller in Colorado
Deal leverages bookmaker’s official partnership with NFL franchise the Denver Broncos
Betfred USA Sports has partnered with free-to-play (F2P) supplier SportCaller in Colorado.
As part of the deal, players will have the chance to compete for bragging rights and win up to $1,000 of Denver Broncos merchandise in an ongoing weekly F2P series.
Betfred recently signed a multi-year sponsorship agreement to become an official partner of the NFL franchise, as well as open a sports betting lounge at the Bronco’s Empower Field at Mile High with live odds and staff on hand to provide assistance with the Betfred app.
The deal with SportCaller also gives Betfred’s growing list of US platform and sportsbook partners access to F2P content for all major sports –American football, basketball, baseball, ice hockey and golf.
Betfred, which also has a retail sportsbook at Saratoga Casino in Colorado’s Blackhawk, will use SportCaller’s service as an acquisition and engagement tool ahead of the NFL season in September.
Bryan Bennett, CCO of Betfred USA Sports, said: “We knew we needed a socially engaging product to help get the brand out and at the same time leverage our new sports sponsorship.
“SportCaller’s F2P platform performs as an acquisition tool that activates fan engagement, with a weekly questionnaire awarding $1,000 of merchandise, by acquiring potential sports bettors.”
Meanwhile, SportCaller MD Cillian Barry said: “F2P works well for a US market where on-the-go sports betting remains embryonic. The vast majority of Americans love sports and like the idea of betting, but there are gradations of familiarity and education to be cultivated.”
Colorado became the 18th state to launch sports betting in May and is already shaping up to be an extremely competitive market due, in part, to its favourable regulatory framework, including a 10% tax on net betting proceeds.
H2 Gambling Capital anticipates the Centennial State’s sports betting industry generating annual revenue of $200m.
On Tuesday, the Colorado Department of Revenue’s Division of Gaming revealed that sports betting turnover leapt 49% month-over-month in June to $38m, with table tennis once again the most-bet sport.