Ontario Lottery and Gaming Corporation’s (OLG) new digital sports show has achieved significant recognition following its February inception, racking up over 70m video views to date.
Developed through the award-winning Twitter Originals Fueled by so.da programme, #OLGGamePlan features weekly interactive content and interviews with some of the most influential athletes in sports and entertainment, including the latest episode with OVO Sound artist Smiley.
Hosted by sports commentator Ashley Docking and former CFL player and reality TV star Brad Smith, the 15-minute programme delivers ‘digestible’ sports analysis to aid fans’ Proline picks on their favourite teams, games, and players.
“It’s been amazing to watch as #OLGGamePlan became the perfect complement to Canadian sports betting conversations on Twitter,” said Shay Thiyagarajah, Partnerships Manager, Twitter Canada.
“Tapping into the 79% growth of the sports betting conversation we’ve seen so far this year, our partners have delivered an innovative new viewing experience for sports fans – with each episode delivering the insights, entertainment and commentary that bettors come to Twitter for.”
Brokered by Corus Entertainment, Twitter, and MediaCom with OLG, the extensive campaign features a number of cross-platform elements including weekly three-minute Pro Picks episodes, episodic promos and host updates.
David Pridmore, OLG’s Chief Digital & Strategy Officer, commented: “We are excited that Game Plan is succeeding in giving Proline sports bettors in Ontario the inside scoop on uniquely entertaining and informative sports wagering content.
“As a highly recognised and trusted brand in sports betting in Ontario, OLG will continue to focus on giving our customers great gaming experiences while also giving back to the province of Ontario.”
Since it first launched, #OLGGamePlan has garnered over 185m impressions and 2.2m engagements, while each episode has tracked a video view rate of 51% with an average 18% lift in the Game Plan conversation week over week on Twitter.
This comes as the online sports betting and igaming market opened up in Ontario on April 4, giving OLG significant competition in the province for the first time.
Speaking to Lottery Daily last month, Tracy Parker, Director of Standards & Accreditation at the Responsible Gambling Council and former OLG social responsibility employee, stated that the corporation would undoubtedly ‘adapt and evolve’ to new market conditions, owing to its ‘innovation’.