OLG shows the pluses of new Proline+ service

Who: OLG (Proline+), with The Hive for creative, Makers for production, and MediaCom Canada for media.

What: “The Plus Side,” a campaign promoting the new digital sports betting platform Proline+. It coincides with the Aug. 27 legalization of single-event wagering in Ontario, following the June passage of Bill C-218.

When & Where: The first wave of the campaign launched last week and runs through January, with an emphasis on online video, TV, and social. The product advertising will be complemented by precision-targeted digital media communicating OLG’s commitment to responsible gambling, as well available player tools and security, as well as the fact that, as a government run enterprise, all proceeds are reinvested in Ontario.

Why: Single-event wagering is expected to become a major battleground in Ontario, with a host of new domestic and foreign entrants entering the space. The sports betting publication LegalSportsReport.com predicts the passage of Bill C-218 will result in a “flood” of legal betting options for Ontarians, with both domestic companies and well-known U.S. operators such as BetMGM and DraftKings all looking for a piece of Canada’s most populous market (and fifth largest in North America, behind only California, Texas, Florida and New York). “Ontario is clearly the crown jewel for sports betting operators seeking to enter the market in Canada,” said LegalSportsReport.com.

Single-event wagering also promises to be lucrative, with OLG announcing last week that it handled more than $1 million in wagers during the first week of Proline+, with approximately 74% of all bets accepted on the platform coming on single sports events.

How: The high-energy video spot was inspired by what The Hive’s creative team describes as “arrival films.” It features athletes from sports events including football, tennis and auto racing all being sucked into a giant plus sign representing the Proline+ service.

The spot is all about conveying the “pluses” of Proline+ for the province’s sports betters, said Naeem Walji, associate creative director with The Hive. “We wanted the brand to convey, with a bit of swagger, that playing on Proline+ is playing on the plus side,” he said.

And we quote: “This product is competitive and exciting and players are seeing that. We’re experiencing excellent engagement with those who registered early, and we only expect to see the number of new users increase as word about Proline+ continues to spread, particularly as the American football season gets underway next week.” — Dave Pridmore, chief digital and strategy officer, OLG

Chris Powell