Sports Interaction is upping its efforts to win over the heart of its Canadian bettors, as it kicked off a new marketing campaign. Its new tactic is to utilize hockey-related hype as well as some humour at the expense of Americans. With the new initiative, the sportsbook looks to stand out from the crown of iGaming operators in Ontario’s regulated sectors and even beyond.
As part of the campaign, the bookmaker debuted two 30-second ads on television. Currently, the company boasts a collaboration for Hockey Night in Canada and has recently purchased a billboard near the Peace Bridge which connects Buffalo, New York, and Fort Erie. On its billboard a text reads “America Doesn’t Know Jack about Hockey” in a humorous fashion.
Trying to Stand Out
Michael Zitney, director of brand and content for SIA said the campaign was making a lot of waves. With the marketing initiative, the bookmaker is hoping to trigger the pride Canadians have about hockey and their knowledge of the sport, which will have them exploring its online sportsbook for their next wager. Its site is also offering localized options as a way of retaining local bettors.
SIA’s new promotional activities arrived just after the sportsbook revamped its online offering and launched Sports Interaction 2.0. Some of the new upgrades include enhancements of same-game parlays, and improved rewards and promotions, such as price boosts, bet insurance, and special odds boosts. Players also have access to more live betting options, more player pros, and over 1,000 new games sector.
Mr. Zitney said that the company wanted to introduce something that would get people talking about the campaign. He also noted that the idea is to make it feel like it is part of sports culture and create that conversation where the firm is not jamming something down the people’s throats, which since the opening of Ontario’s iGaming market has been the case by many operators in the province.
Currently, SIA is trying its best to stand out from the crowd by creating hyper-localized betting markets across Canada, explained Mr. Zitney. For example, on Wednesday, its Ontario site offered +2500 for Toronto Maple Leafs start Auston Matthews to score 50 goals in 50 games, while also offering +700 on a goalkeeper vs. goalkeeper fistfight to occur this season.
Advertising Changes are on the Way
However, the company which made its official debut in the province’s regulated market for iGaming operators in August 2022, should be mindful of some of the advertising changes en route to Ontario. Recently, the Alcohol and Gaming Commission of Ontario announced its decision to ban the use of active or retired athletes from featuring in gambling ads and endorsements.
The company still has time to adjust its marketing strategy as the new rules are not yet in effect and they will be enacted officially on February 28, 2024. Meaning that once they come into power, the operator will be able to utilize NHLer Chris Pronger for advertisements, or other stars such as Mitch Marner and Leon Draisaitl.
Source: Zochodne, Geoff “Sports Interaction Woos Bettors with Canadian Staples: Hockey and America Jokes” Covers, October 19, 2023