CrownBet: How Planning Kicked Goals On The Toughest Playing Field In Advertising

AnalogFolk Sydney


Betting has consummated its marriage with sports broadcasting to become as much a part of the action as the meat pie to your beer. It's a loud, crowded arena where bookmakers attempt to wrestle market share away from one another in a mass of parallel comms.

This is a market focused on driving people to love betting, rather than getting them to love sport. However, our research showed that punters are actually more passionate about sports than they are about betting. To find growth, we needed to create a passionate betting market beyond over-exploited core Australian sports. By identifying opportunities within developing markets, we crafted a strategy aimed at connecting Aussie sports fans to the emerging popularity of the NBA down under. This came to life as the Fanterpreter- a stat-matching algorithm that uses sporting data to match Aussies with their perfect NBA team.