If you weren’t already clear that theScore is a distinctively Canadian brand, theScore Bet’s new marketing campaign will clear that up even further.
Bet Mode campaign features Lovitz, Adams, Peters
The campaign, titled GET INTO BET MODE, features Canadians Jon Lovitz, Patrick J. Adams, and Russell Peters as well as the app’s unique Bet Mode feature. In a series of spots, the trio of celebs promotes various aspects of what Bet Mode has to offer. Adams explains the bevy of stats available to bettors looking to check the numbers before placing a wager. Lovitz emerges in a bathroom, of all places, to talk about the expanded number of micro-markets and player props:
“We’re bringing back our GET INTO BET MODE campaign with new themes and new talent as we enter the action-packed fall sports season,” said Aubrey Levy, Senior Vice President of Content and Marketing for theScore. “This new campaign phase is tailored toward educating fans, many of whom re-engage in the fall, on key theScore Bet .product enhancements and features. Specifically, we’ve significantly upgraded our product with increased sports betting options and have also expanded our iCasino catalog. We’re also leaning into our exclusive Blue Jays™ partnership with a baseball spot that highlights how we seamlessly merge media and betting. The engaging personalities we’ve selected – Jon, Russell, and Patrick – each uniquely channel theScore Bet to drive home our product messaging in entertaining fashion.”
Penn optimistic about TheScore Bet’s football season
While TheScore pulled out of the US earlier this year, this campaign indicates the company is still going full steam ahead in Canada, where the brand has significantly more recognition. In a market with no inducements in advertising, brand recognition and notable celebs should set theScore Bet apart from many other competitors
The first round of numbers out of Ontario did not break down performance by operator, so it is unclear exactly how much market share TheScore has in the province. In the Penn Q2 earnings call though, CEO Jay Snowden noted great cross-sell across the sportsbook and online casino verticals.
Snowden also expressed his optimism for football season:
“We think the NFL and college football season is going to be robust in Ontario. Remember, in Ontario you’ve got a very solid tax rate of around 20%, you get some deductions on that so call it high-teens, and that’s for both online sports betting and online casino.”