CAD this morning announced a new Canadian multi-year deal with the NHL, but it’s different than other operator sponsorship arrangements with the league.
BET99 was named an Official Partner of the NHL, like the Ontario Lottery and Gaming Corporation’s Proline+ deal. For that, Proline got distribution rights to the NHL’s official logos and cross-promotion on NHL digital and social channels.
In BET99’s case, they will be partnering with the NHL in a new free-to-play game called “NHL PrePlay,” where during each game of the season, fans will have the opportunity to answer a set of predictive outcome-based questions.
“Who will win tonight’s game?” “Who will be the top point getter?” “Which of the following players will take the hardest shot?” Questions such as these will employ NHL Edge (Puck & Player Tracking) data.
Fans will be awarded points based on correct answers. The top point recipient for the season will be awarded CAD$100,000. Other prizes will include NHL gift cards and tickets.
BET99 will also get broadcast exposure for its various brands through the NHL’s new approach to dashboard advertising, Digitally Enhanced Dashboards.
“NHL PrePlay will amplify fan engagement and excitement around NHL games, especially with the prizes, which include access to once-in-a-lifetime experiences,” said Jared Beber, CEO of BET99. “Designed to support our focus on education within the gaming space, the game offers opportunities for players to explore the space and become more knowledgeable without making real-money wagers.
“Not only is the NHL PrePlay program innovative and a great access point for new and potential bettors, but the educational aspect also fits well with our focus on responsible gaming. We’ll also leverage our partnership with NHL star Auston Matthews, taking this agreement to the next level.”
Said Jason Jazayeri, NHL vice president, business development, “This collaborative partnership has allowed us to create an entirely new free-to-play game that will focus on delivering a fun and immersive game to our fans, while also providing a level of access and prizing that we haven’t seen before in our sport.”