Case Study

Betway / Spark Foundry

The brief

Betway approached us looking for opportunities around the 2020/21 Premier League season, tapping into our football fanbase and record demand for sport content. Every month over 1.4 million Irish people rely on Mirror Football for all the latest news on their favourite football team whether it's League of Ireland, the national team or the Premier League.

Our solution

In this brand new partnership, Betway and Irish Mirror have come up with a weekly predictor game that goes live every Wednesday where users can pick an anytime goalscorer in 1 of 4 selected Premier League fixtures happening that week. The game was intricately put together using first-party audience data direct from our site to attract and retain players.

Our reach

The game is quick and easy to play with readers finishing in just 5 taps, putting them in with a chance of scoring €100 just for playing. As for 'the real players!' – well, they can further click-through to Betway’s site to play their popular '4 To Score' game for their chance to win €50k.
actual game views
views on Irish Mirror articles containing the game

Alan Curley

Head of Brand Strategy, Reach

Together with Betway, we identified an opportunity to engage and re-engage our readers every week by providing them with a truly engaging piece of content. Despite being purposefully simple in its execution, the weekly game is being driven by data in both how we discover players and how we re-engage previous players

Main solutions used

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