SBC News Voice of the Sports Betting Industry
Ahead of this year’s Cheltenham Festival, free-to-play (FTP) sports-game specialist SportCaller has extended its alliance with William Hill to launch its new Golden Race.
The launch of the new game is intended to enhance player-engagement with the bookmaker’s audience.
Players can compete for a jackpot prize of up to £1m by trying to predict the outcome of a given number of runners in the featured race each day across the Cheltenham Festival.
Liam Wallwork, Commercial Director at William Hill, commented: “Having successfully showcased the potential of FTP with our popular Lucky 7 racing game, we were keen to recruit SportCaller’s services again for Cheltenham, a tentpole event for us where client retention is invariably at a premium.
“SportCaller have again delivered on a refreshing new FTP which has already proved a boon for player engagement. Jackpot games have to be winnable, otherwise our clients won’t trust or play them. So, we were thrilled to see so many enjoy the Midas touch at Kempton’s Golden Race on Wednesday.
“The game will now be the cornerstone of our marketing and advertising campaign for The Festival and beyond. In fact, we will be running the £1m Golden Race in tandem across the meeting alongside Lucky 7 for 100k-a-day. It’s by far the most generous FTP offering in the village.”
Golden Race has been adapted by SportCaller to improve retention levels across all operator platforms, as well as boosting the customer-experience during the Festival, which has traditionally shown to result in a huge pull on annual targets.
The game has since been integrated into the William Hill account architecture, and can be accessed via a centralised sign-in function on the iPhone app.
SportCaller Managing Director Cillian Barry added: “Having originated the first free-to-play jackpot game with Channel 4 Racing way back in 2014, it’s great to return to our first love ahead of Cheltenham with the next generation in horse racing FTP.
“It’s a real validation for Hills, a name so intrinsically connected with horse racing and The Festival, to have enlisted our services and we can’t wait for Golden Race to come under starter’s orders next week and for one, or more, lucky punters to bag the £1m daily jackpot!”
In order to play the game, entrants must place a £10 qualifying bet (or £5 each-way) on any UK/IRE race that same day, which then entitles the player to then participate in the Golden Race for the jaw-dropping £1m, or a consolation prize of £50,000 for forecasting the first two finishers home, if the jackpot isn’t won.
