Challenge

TABCORP wanted to gain more cut through across Australian sports codes (particularly AFL and NRL) which have been dominated of late by Sportsbet.

Solution

Interplay’s footprint across AFL and NRL has been well established through fan sites Zero Hanger (AFL) and Zero Tackle (NRL) for many years.

Coupled with research provided by IPSOS we were able to identify that 60% of users that TAB would be able to target did not get their AFL or NRL news coverage from official sources. Alongside display, instream and high impact, we executed a bespoke live odds API integration across all pages on the site, to provide TAB with a constant presence and direct path for our users to bet on the AFL or NRL fixtures that they are reading about.