Leveraging the Power of the Internet to Build Powerful Brands PRO•LINE OVERVIEW • PRO●LINE is ALC’s flagship sports betting product • Parlay style, odds-based wagering product • Can wager on all major sports leagues (NFL, NBA, MLB, NHL, NCAA, PGA, NASCAR, etc.) • In market since 1994 • Other product variations have been added over time (TOTALS, SPREADS, POOLS) PRO•LINE VALUE • Differs from lottery (skill vs. random) • Attracts strategically important Social Competitor gaming segment to ALC – Motivated by skill, victory and social interaction – Tend to be younger and have higher incomes – Spend the majority of their gaming dollars with non-ALC options (lots of competition) • Important for future ALC growth to retain and attract this next generation of gamers PRO•LINE THREAT • Hundreds of sports betting web sites • PRO●LINE competitive disadvantages – Product variety and flexibility (single event) – Odds of winning and payouts – Critical mass (global vs. Atlantic Canada) – Regulated and tighter restrictions – Unregulated sites CAN be trusted too – Players pay a premium to play with us PRO•LINE “Time to Compete” Strategy Developed PRO•LINE STRATEGY Competitive Superior Market Product + Experiences = Dominance Offering Leverage PRO●LINE Competitive Advantages: 1. Multiple Access Points: Internet, retail, social 2. Socialization: Recognition, adoption, trust, regulated, local, communal PRO•LINE STRATEGY • Reinforce player loyalty • Build brand equity • Strengthen relationship between players-brand • ALC also trying to become more relevant to the next generation of gamers – Player first, “feel good” mantra PRO•LINE STRATEGY • Attack competition head-on via Internet • Leverage the power of the medium to accomplish our goals • Created new web site- the centre piece of the new competitive strategy • Broke away from alc.ca mother ship • Better more focused sports betting experience ProlineStadium.com • The official home of everything PRO●LINE • One stop shopping experience – Minimize sending players to other sites • Competitive set is sports betting transaction sites (not general sports sites like ESPN) • Launched Phase #1 May 2008 – Focused on content, timeliness and interactivity which are all strengths of the Internet ProlineStadium.com • Popular interactive odds calculator • Ongoing feeds from Sports Direct Inc. – New opinion/ advice articles every day – Comprehensive statistics package • Match-up previews, team and player historical statistics, live scoring, injury reports and updates, etc. • PRO●LINE updates and content – Fun topical sports polls – News, updates and past week winner statistics http://www.prolinestadium.com/ ProlineStadium.com “What is next?” ProlineStadium.com Phase #2 • In development for Q1 2009 launch • Will leverage another big strength of the Internet: Socialization • Create a virtual PRO●LINE community – Share opinions (consumer generated content) – Compete and prove knowledge – Be connected to like-minded people – Allow players to “own” the site ProlineStadium.com Phase #2 • The specifics: – Creation of membership log-in to access new exclusive features – PRO●LINE forum – Consensus picks and leader boards: dual purpose of research tool and competition – Better integration with ALC Internet transaction site (Playsphere) – Downloadable desktop widget (odds, articles) ProlineStadium.com Phase #2 • Plan to leverage the new leader board functionality for a “crown the PRO●LINE guru” contest in fall 2009 – Winner will win nice cash/ merchandise prize AND will become a regular contributor to the site by making his expert picks via an advice column (will get paid as a freelance “expert”) ProlineStadium.com Phase#3? • Already starting to think about new features to add in 2010: – Greater personalization (my Pro-Line page) – Expert picks and advice delivered via video and podcasts – Mobile phone version – Office pool/ bracket management tools – Leverage the next big Internet trend?? Final Words Think About Your Brands • Which brands could take greater advantage of the Internet to strengthen the player relationship? • How can you enable consumer generated content and leverage the explosion of social media to remain relevant with younger consumers? • Could you partner with other companies? Don’t Be Afraid to Take Risks “Youcan’t steal second base while keeping your foot on first base”. THANK YOU!!
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