To achieve this goal we identified a two strand approach.

The first was an integrated always on presence around fixtures and live scores pages, the ideal environment for real time in-play betting.

The second strand was a ‘hero unit’ for engagement and insight. We identified peaks in our current bet365 user base around key sporting tournaments, such as the tennis majors. We wanted to offer the fan insight and authority into these tournaments, while offering the opportunity to then bet against this, as quickly and easily as possible.

As these tournaments often have multiple live matches, over a sustained period, the challenge was to keep the user informed and updated across all of these without being intrusive. We also knew these fans would have interest in multiple sports so needed a solution to keep them updated with this content without altering their natural user journey.

ESPN’s live match experience now includes real time bet365 odds integrated into the scores and commentary, providing the latest market odds relevant to the game/match being followed. (eg. Next batsmen out odds during live cricket)

This API integration enables the user to seamlessly go from ESPN direct to the bet365 betting slip with just one click, ensuring the user can attain the best odds exactly when desired.

During a tennis match the betting odds change on a point-by-point basis. ESPN created a bespoke dynamic content unit termed the ‘BallBoy’ which pulled through live real time API odds, refreshing in sync with the live action. To enhance engagement the unit also pulled in live scores, tweets, ESPN video content and offered users the chance to stream the matches live on bet365. This Unit was served across the ESPN portfolio, both in tennis environments and targeting tennis fans using our DMP data.

Alongside our annual KPI’s of depositors and sign-ups we were challenged with encouraging our fans to engage with the bet365 brand and positioning them closer to the ‘action’.

On ESPNFC the new integrated API live odds and contextual targeting are now driving 71% of signups, surpassing the 50% target with a 318% y-o-y growth.

On ESPN Cricinfo the new integrated betting placements drove a +34% growth in signups and +21% growth in depositors. The real time data links now drive 73% of signups compared to 36% the year before.

The ‘Ball boy’ unit saw an average engagement rate of 2.6% and an average engagement time of 13 seconds. The unit also drove 30% of the bet365 depositors from ESPN during these tennis majors exceeding the 25% target

These results continued to build on the 15 year relationship between the ESPN user and bet365.