The World Cup is the world’s biggest sporting event and as the market leader in football betting in Sweden, ATG has launched a comprehensive initiative ahead of this summer’s championship with a focus on experience, content and playing value. At the center is the new World Cup Arena – a dedicated hub where everything related to the championship is gathered. At the same time, ATG is launching new commercials within the established concept Kom in i matchen.
“As the largest player in football betting, we have both a responsibility and an opportunity to really make a difference for our customers. With VM-Arena, we collect all World Cup content in one place and combine it with really sharp offers. We are committed to becoming the obvious first choice for anyone who wants to add extra excitement to the matches during this summer’s football festival,” said John F. Andersson, head of sports betting at ATG.
In the World Cup Arena, customers have access to odds, statistics, betting tips and moving content, along with enhanced offers that run throughout the tournament.
The World Cup offer includes:
• Increased refund on selected odds – means that a larger proportion of the stakes go back to the players, which increases the value of the game.
• 2UP – early payout – the bet is paid out as a win as soon as the team is leading by two goals, regardless of how the match later ends.
• Substitute – means that bets placed on a starting player are automatically transferred to the player who replaces them when a substitution is made.
• Packaged Bet Builders and special bets – pre-composed bets where several match events are combined in the same game, with extra focus on Sweden’s matches.
• Recurring odds boosts – continuous offers with extra sharp odds on selected games throughout the World Cup.
In connection with the World Cup, ATG is also launching a series of new films within the established concept of Enter the Match.
“Many people associate ATG with trotting and galloping, but we are also the largest in sports betting in Sweden – betting on football, hockey and over 50 other sports. With the new campaign, we want to strengthen our position in sports in general and football in particular by getting close to the supporters who live with their team far beyond the stadium and the match itself,” said Mikael Gustafsson, Marketing Manager Sports at ATG.
