CrownBet's DraftStars unveils debut marketing campaign
Australia-facing DFS brand looks to leverage Fox Sports partnership and educate the Aussie audience
DraftStars kicks-off its first major marketing campaign this week as the operator looks to gain an early lead in the burgeoning Australian daily fantasy sports (DFS) market.
The new multi-channel campaign includes press, radio, digital and social, as well as a TV advert developed in partnership with creative agency Clemenger BBDO and media agency Twenty3 Group.
The DFS brand was launched earlier this year as part of a joint-venture between CrownBet and Fox Sports, which the operator’s CEO Matt Sanders said it would aim to leverage as part of its marketing strategy.
“We are confident we have the right marketing strategy, in partnership with CrownBet and Fox Sports, as well as being the official daily fantasy sports partner of the AFL which will educate Australian sports fans on what an exciting and engaging experience daily fantasy sports is,” Sanders told eGaming Review.
DraftStars is powered by the US-based DraftDay platform and according to Sanders, the firm is optimistic of finding success in the Australian DFS market based on its initial KPIs.
“We have been pleased with results to date, with very positive feedback on our product and strong engagement from players and we have been particularly pleased with the customer retention and engagement levels which are far higher than we had anticipated,” Sanders said.
“We don’t underestimate the challenge to educate the Australian market on DFS, but we are confident we have the right brand, technology platform and partnership network to show Australian sports fans what an amazing product daily fantasy sports is,” he added.