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Loto Libanais: Dream Number

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2021

Lottery operator Loto Libanais literally changed the game to reignite engagement and increase ticket sales in Lebanon.

The National Lottery: Rebuilding belief in the Irish National Lottery

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

The Irish National Lottery needed to grow revenue after several flat years, so blended short-term sales messaging with long-term brand building to drive positive beliefs and attract players.

The National Lottery’s feel-good rebrand – from lucky winners to funding good causes

Article • Sean Hargrave, Event Reports, Festival of Marketing: The Bottom Line, March 2021

The National Lottery reversed a four-year decline in public sentiment through a rebrand that focused on the good causes it supports.

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Indian gaming industry seeks regulatory framework for future growth

News • 08 January 2021

The online gaming sector in India generated $174m in revenues in 2020, compared with $97.

Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

Gala Bingo: Playing the long game

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Gala Bingo, an online bingo brand, increased ROI and awareness in the UK by launching a multi-year TV sponsorship deal to reach a more diverse audience.

bwin: How we went long and bet on brand for the 2018 World Cup

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Bwin, an online betting brand, boosted revenue and profit in Europe by going big with an emotion-driven brand-building campaign for the 2018 FIFA World Cup.

How bwin dreamed big, got bold, stole the World Cup, and won 31 million bets in six weeks

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Online betting brand BWIN expanded its market in DACH (Germany, Austria, Luxembourg and Liechtenstein) at the 2018 FIFA World Cup with its campaign Who Stole the Cup?

Paddy Power: Save Our Shirt

Case Study • Marketing Society, The Brave Awards, Winner, Creative Use of Media, 2020

Paddy Power, an Irish bookmaker, created change in the betting category and encouraged brands to stop placing huge logos on football shirts by releasing a fake, sponsored Huddersfield Football Club shirt to enrage the public before unveiling the real, sponsor-free shirt.

Upsetting the odds: La Francaise des Jeux’s recording-breaking IPO

Case Study • SABRE Awards, Gold, EMEA, 2020

La Francaise des Jeux (FDJ), France's lottery operator, promoted its privatisation in France by creating a webpage, films and posters to spread information and a multi-channel hotline to answer questions.

Lotto 6/49: Integrated Year 3

Rankings • WARC Effective 100, 2020

Lotto 6/49, a Canadian Lottery game, increased sales among millennials in a long-term campaign that showed the lucky moments of life.

Lotto: Imagine

Rankings • WARC Effective 100, 2020

Lotto, the New Zealand lottery operator, restored people’s faith in winning by showing them what they could do if they won.

Supermatch: We are all experts

Case Study • WARC Cases, 2018

Sports betting operator Supermatch increased in popularity with a campaign that celebrated Uruguayans’ passion for football.

Loterias y Apuestas del Estado: Joker Festival

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Loterías y Apuestas del Estado, a Spanish lottery brand, increased sales of its Joker lottery tickets by launching a Joker musical festival to attract younger audiences in Spain.

How 32Red used media efficiency to improve effectiveness… and win an IPA award

Opinion • Lucy Aitken, January 2020

Lucy Aitken interviewed Andy Brander, Planning Director, M.i. Media to find out how 32Red, a multi-product gambling business, maximised its use of TV and search to increase profit and brand valuation.

Behind the Paddy Power tone of voice

Article • Brian Carruthers, Event Reports, MAD//Fest London, November 2019

Discusses how bookmaker Paddy Power approaches marketing challenges using its distinctively cheeky tone of voice.

A ton of data and an ounce of emotion: Customer-centered CRM communication optimisation process

Research Paper • Leszek Haba and Piotr Idzik, ESOMAR Conference papers, Fusion, 2019

Looks at optimising customer relationship management (CRM) communications with a focus on the bookmaking industry in Poland.

Winning the lottery: Maximising marketing effectiveness through data fusion

Research Paper • Nicole Huyghe and Marthe Gruloos, ESOMAR Conference papers, Fusion, 2019

The National Lottery, the Belgian state-franchised lottery, took its marketing to the next level by combining research and data to tailor its comms.

TAB: Head v Heart

Case Study • Effies (Australia), Bronze, Australian Effie Awards, 2019

TAB, an Australian online betting company, increased awareness and consideration in Australia by launching a film featuring Team Head and Team Heart to highlight opposing betting strategies.

Fox steps into betting arena

News • 03 September 2019

Fox has become the first leading US media company to launch its own betting platform, Fox Bet, as it enters a market worth up to $150bn.

Pranking the masses: did Paddy Power hit the mark?

Opinion • Philip Slade, August 2019

Paddy Power revealed that its sash across the Huddersfield Town kit was a prank. Jaywing's Philip Slade asks whether the prank had the intended effect.

YouGov Ad of the Month – UK: EuroMillions

Opinion • BrandIndex, August 2019

In July, EuroMillions achieved the highest uplift in Ad Awareness of any brand in the UK, followed in second place by its closely-linked parent company The National Lottery.

New Zealand Lotteries: Lotto Imagine

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lotto New Zealand, a Crown entity that operates nationwide lotteries in New Zealand, increased annual sales with an ad that featured two friends who split the winnings of a Powerball lottery.

Loterie Romande Platform Redesign

Case Study • Design Effectiveness Awards, Gold, 2019

Loterie Romande, the lottery provider for the French-speaking Swiss population, redesigned its e-gaming website to create shuffling site that follows weekly draws to increase visits in Switzerland.

The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
What we know about marketing via gaming

Article • WARC Best Practice, September 2020

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include:
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.