Chalkline Runs the $1,000,000 Kentucky Derby Freeplay Challenge for the Fifth Consecutive Year

by Joe Kustelski in

TwinSpires, the official betting partner of the Kentucky Derby, has partnered with Chalkline to power the $1,000,000 Kentucky Derby Freeplay Challenge for the fifth year in a row.

If the 149th Kentucky Derby has not started when you read this article, please play the game for yourself right here:

About the Churchill Downs & The Kentucky Derby

It's simply known as "The Fastest Two Minutes in Sports."

Churchill Downs, the world's most legendary racetrack, has conducted thoroughbred racing and presented America's greatest race, the Kentucky Derby, continuously since 1875.

Learn more about the history of the Kentucky Derby here.

$1,000,000 Kentucky Derby Challenge - Promotion Overview

EVERYBODY loves the Kentucky Derby, one of the biggest social + sports cultural events of the year.

The $1,000,000 Kentucky Derby Challenge has a prize appropriate for the stature of the event, and is easy to play on mobile and desktop.

Players simply pick the top three finishers in order, the winning time, the winning margin and a handful of props before entering their personal information and entering the promotion.

A quick video of the experience:

What's New in Year Five?

A few big things and a bunch of little things.

From a player experience standpoint, we've done a ton of focus groups and usability testing to improve game play.

Fun props, quick gameplay, smooth transitions and tool tips are part of every Chalkline game.

But the biggest change has been the expanded opportunities for 'Conversion Clicks.'

Focus on Conversion Clicks

Yes, it's free to play, but the shared opportunity is to offer those players who are so inclined an opportunity to put lay a wager on their favorite runner, whether it's the Pink #8, a runner with a great name like "Dorth Vader", or the longest longshot, like Rich Strike in last year's Kentucky Derby.

After a player makes their picks, they receive an option for one of Twinspires offers, a $25 Risk Free Bet.

And once the player moves on to the Confirmation Page, they have options to share the game with friends, view their picks (for live scoring immediately after the race) or simply play another game.

The Results

  • Many players, as you'd imagine from such a prestigious event.
  • A nearly perfect five-star rating from user groups, indicating high satisfaction with the experience.
  • Exceptionally high engagement in the morning before the full racing day begins.
  • Significantly better than industry standard open rates and click-through rates on emails.
  • Clean coordination with client marketing team and channels.
  • Nearly 1 in 2 players click on a "Sign Up Now" offer or Promotional Offers for existing players.

To Learn More

Daniel Kustelski, CEO of Chalkline, said, "The 149th Kentucky Derby is the biggest event of the year for many sports fans, bettors and gaming enthusiasts. Chalkline is thrilled to power the Twinspires Kentucky Derby Challenge for a fifth consecutive year and once again deliver an exciting chance for racing fans to win big."

To learn how Chalkline can help you drive fan engagement, loyalty marketing and conversion clicks

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