Oddset from Danske Spil is a popular betting platform where Denmark's many sports fans can place bets on everything from football to Formula 1.

Oddset Games is now an integrated part of Oddset's ecosystem, supporting the strategic goals of:

• Creating preference for the Oddset brand and boosting loyalty
• Converting data about player behavior into personalized user experiences
• Increasing “time spent with brand”

Oddset Games has since evolved into a gaming platform that expands and enhances the customer experience for current Oddset customers with a universe of free games and entertainment, all with sports as a common denominator. Danske Spil is the only company in the market that has made it possible for all Danes to participate in a free entertainment universe.

With an exceptional user experience, Oddset Games aims to make Oddset and Danske Spil stand out positively. Because we can have fun together by being more for more people, without it being about money. It’s the passion for the game that we share. Where Oddset costs money, Oddset Games is free. Where Oddset is serious, Oddset Games is for fun. What we compete for is honor and bragging rights.

Solution

The customers of Danske Spil and Oddset are invited to participate in Oddset Games through, among other things, a data-driven CRM program, where a segmentation model ensures relevance among more than 15 unique Oddset Games, with more on the way. The games are tailored to current sporting events, such as the Champions League and Tour de France, to maintain interest and align with other ongoing activities under the Oddset brand.

At the center of the universe is the mascot Odd: An embodiment of the "O" in Oddset. Odd lives in a world with rounded edges inside the familiar Danske Spil die – where anything can happen. Odd can be included in the free games as an avatar, with the choice of color and name. Oddset Games is also a social game that can be played with friends, all designed to create fun and engaging gaming experiences.

Invitations to the games are targeted at customers who are expected to participate based on the game's sports-related value. Based on a large dataset of gaming behavior, the target group for each campaign is selected based on preference. Individuals with unhealthy gaming behavior are excluded, and it is ensured that the same customers are not included in other simultaneous campaigns from Danske Spil. With the knowledge Oddset has about its customers, the invitations are made highly relevant through dynamic elements and personalized content.

With the goal of also recruiting new users, the invitations are supplemented with digital campaigns for Oddset Games on Danske Spil's own media and social media. The user journey is optimized across digital platforms. Intuitively and with just a few clicks, users are guided from personalized invitation emails, social posts, or banners into the free games via a secure login flow with NemID/MitID verification. Participation requires an account with Danske Licens Spil, which verifies age +18.

Often, the games run over several days, with inspiring emails and reminders leading up to the conclusion and final result. Everyone can participate and win prizes, regardless of how well they perform. As an alternative to the typical free-to-play prizes, Oddset Games players can also win physical prizes such as an SMS voucher for a nationwide retail chain.

The active CSR focus includes rethinking traditional sponsorship in connection with the national team and leading clubs in the 3F Superliga. Leading up to Denmark's matches, red-and-white campaigns featuring DBU's logo help build excitement. Meanwhile, the collection of first-party data on club preferences triggers targeted activities for the specific fan in the club’s colors and spirit – again with physical rewards, such as tickets and soft drinks. This way, Oddset contributes both to giving back to the sport and activating fan culture in Danish football.

Results

Oddset Games has proven to be exactly the strong loyalty builder that differentiates Danske Spil from its competitors. The platform is a game-changer that keeps Oddset in the lead as a responsible provider in the Danish gaming market.

Oddset Games helps increase the number of players who engage with the Danish brand. Since its launch in December 2020, Oddset Games has sent more than 2.1 million email invitations to participate for free in fun and engaging games.

The new approach, sharper segmentation, and the creative universe have delivered remarkable results that far exceed expectations:

• Emails from Oddset Games have achieved a Click Through Rate that is more than 10 times higher than other Oddset email campaigns.
• Over 870,000 people opened the first email in the various campaigns, and more than 350,000 participated in the different campaigns. This corresponds to an engagement rate of 40%.
• Over 51,000 found their way to the Oddset app as direct and conversion-driving traffic.
• With an average engagement of 5 minutes per free game, Oddset Games has created 30,000 hours of “time spent with brand.”

Behavioral data has been collected across customer journeys, which has been activated through personalized messages and invitations. Oddset Games not only retains and engages customers and delivers on CRM goals but also generates increased business for the main brand, Oddset. Compared to previous newsletters sent to Oddset customers, all KPIs have significantly increased with this playful approach to entertainment and serious sports language.

Expanding the Oddset universe with Oddset Games is a major success for Danske Spil. The concept is both CSR-supporting, responsible, and sympathetic – and can also deliver on commercial goals. Oddset Games continues to evolve and engage customers on a highly popular gaming platform.

It has thus proven to be precisely the game-changer and strong loyalty builder that differentiates Danske Spil and Oddset from competitors as a responsible provider in the Danish gaming market. With a continued ambition for good, fair, and safe entertainment that creates dreams and experiences.