In 2021, Gannett, the parent company of USA TODAY, formed an exclusive, multi-year partnership with Tipico, an international provider of sports betting and casino games. The agreement would leverage the combined benefits of Tipico's proprietary technology and gaming data with USA TODAY's extensive audience and content networks.
With states rapidly regulating sports betting, Gannett seized the opportunity to engage its betting-inclined audience at scale.
The team engaged Chalkline and the Daily Ticket was launched. In Fall of 2021, the Tipico Big Game Pick 6 Leaderboard Challenge went live, offering an all expenses paid trip PLUS two tickets to the NFL's Championship game for the fan with the best score predicting games in the final four weeks of the season.
The Big Game Pick 6 used freeplay games as a cost-efficient way to acquire and engage customers. But when the Leaderboard was added, the program became all the more powerful.
Here’s how a freeplay Leaderboard drove ROI for USA TODAY.