Betsson kickstarts Swedish-facing Euro 2020 content campaign
Sports betting operator puts spotlight on Resultattipset fantasy prediction game as well as YouTube and podcast marketing
Betsson Group has launched a new Swedish-facing advertising and social media campaign targeting Euro 2020 bettors.
The campaign, known as ”Hela Sveriges Arena” [the entire Swedish arena], includes a 30-second TV advert which features two teams of people from different occupations coming together in a packed football stadium.
It focuses on promoting Betsson’s Resultattipset.se free-to-play fantasy prediction game, which allows players to challenge their friends in prediction-based leagues based on competitions including the Allsvenskan, English Premier League, Bundesliga and Serie A.
Players can either choose to join a league or create their own and can also compete against pundits from the Tutto Balutto and Eurotalk podcasts. The game currently has 10,000 users.
In tandem with the broadcast campaign, Betsson has confirmed its in-house production studio is currently being re-dressed ahead of the Euros, with the ”Hela Sveriges EM-Arena” YouTube show to focus on betting during the tournament.
The show features Tutto Balutto’s Thomas Wilbacher and Betsson brand ambassador Christian ‘Fimpen’ Eklund.
In addition, Betsson has collaborated with long-time sponsorship partner Tutto Balutto to produce a 24-episode Tutski Balutski podcast series, with each episode focused on a Euro 2020 qualifying nation.
Betsson’s in-house studio was launched in November as part of an increased marketing investment by the operator as it shifts away from mass-market advertising towards its own social media channels.
”Betsson has long invested in its own channels and we have, among other things, more subscribers to YouTube than the entire industry combined,” Betsson communications manager Robin Olenius said.
”We focus on entertainment value with quality over quantity.
”This summer, the goal is to make it so fun and easy to experience the championship together with us and where TV advertising becomes more of a shop window for everything we offer,” Olenius added.
In addition, the Swedish-facing firm has launched the Shopsson site, a nod to Betsson’s betting shop on Götgatan of the same name, which shut down in 2010.
The site allows players who are over the age of 18 to buy Betsson-branded socks in the colours of the Swedish national team for SEK29 (£2.47).