We started the calendar year by working with another partner in the betting industry. Our project team prepared a full esports entry strategy for the eWinner brand. We started our work with extensive creative activities and the development of a plan for the activation of the esports industry. We are implementing their effect from April 2020 in cooperation with the bookmaker.
Our main mission was to mark the presence of the eWinner brand in the world of esports and to present it among the first-choice brands in this segment. We wanted to raise the awareness of customers who have so far chosen traditional sports offers.
The first event organized by our project team was the eWinner Cup. It was an open CS:GO tournament, joined by professional players and influencers, with a prize pool of 5000 PLN. The competition has been received great by the community. More than 100 teams registered for the tournament and the decisive games were watched by tens of thousands of viewers at five of the influencer’s broadcasts. The great feedback on the first edition of eWinner Cup allowed us to realistically think about the second edition of the event, which took place later that year.
The goal was achieved. eWinner appeared on the map of legal bookmakers involved in esports and became a recognizable entity among fans of electronic sports. Both editions laid the foundation for the bookmaker’s daily activities in social media.
Cooperation with influencers from the world of electronic sports was not narrowed to CS:GO tournaments. Our team – based on the previously developed communication strategy dedicated to esports – carries out activities on many levels. These include social media activations and videos on YouTube channels of influencers.
The excellent evaluation of the eWinner brand’s debut in the world of esports allowed us to extend our cooperation to traditional sports. Based on best practices from the Polish market and foreign benchmarks, we developed a new communication strategy for the bookmaker, which we have been implementing since May 2020. One of the main challenges in this area was to find a differentiator that would allow the young entity to come into being in a competitive and growing market. Based on the cooperation with Marcin Gortat and wide sponsorship activations of the partner we managed to do it.
In January 2020, Marcin Gortat was introduced as an eWinner brand ambassador. Our task was to maximize the use of the ambassador’s image in order to lend credibility to the bookmaker debuting on the market. Marcin Gortat became the face of acquisition bonuses and selected retention bonuses, the protagonist of selected social media communication formats, a frequent guest at speedway stadiums and, since June, the host of our partner’s refreshed YouTube channel, where he not only presents the most interesting threads from his career, but also talks about esports and NBA together with invited guests as part of the LIVE WITH GORTAT studio.
One of our team’s biggest challenges was organizing the communication process for eWinner Speedway Partners. The bookmaker is the Title Sponsor of eWinner 1 Speedway League and eWinner Apator Toruń, as well as the Official Partner of PGE Ekstraliga, 2 Speedway League, TAURON SEC series and SGP Partner in Wrocław. We treated the challenge of planning and coordination of communication for dozens of entities not only as a threat, but also as a chance to gain a real competitive advantage among fans of one of the most popular sports in the country, which so far has not been really developed by any representative of the industry.
We’ve been communicating with partners throughout the 2020 season, but we haven’t forgotten about additional activations for eWinner customers. Acquisition and retention bonuses, ticket contests in social media, eWinner Speedway League, support of Karol Żupiński, and one of the best speedway offers on the market. Speedway dominated eWinner’s communications and helped it become the leading bookmaker for all speedway fans in the country.
Custom Bet is a unique product on the bookmaking market in Poland. It allows every player of the bookmaker to submit his own bet. We participated in the creation and implementation of the new visual identity of the product, and we were also responsible for its ongoing promotion and recommendation of accompanying activities.