Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Betway: 'Dream Team FC'
Location
UK
Date
Aug 2019
Role
Creative Strategist
Project type
Media Partnership / Data Integration
The challenge:
A UK “whistle-to-whistle” ban removed Betway’s biggest acquisition channel before the 9pm watershed: live sport TV advertising.
The idea:
Replace TV ads with product integration — embed Betway into fans’ pre-match ritual via Dream Team FC, the UK's biggest commercial fantasy football game.
What I did:
Identified Dream Team FC as the right behavioural partner (1.1m+ players, high audience affinity)
Led strategy for a deep, data-rich, product integration
Embedded live, contextual Betway odds and boosted offers directly into fantasy gameplay around the game.
Impact:
- 6,500+ new customers
- 1.4m+ bets placed
- £2.7m incremental wagering
A critical category and business problem softened with a new revenue stream that drove stronger attribution, ROI and brand affinity.
