Danske Spil – Det er hårdt at vente.
Challenge
Because of the gambling nature of Danske Spil eOddset, marketing material in this space has a lot of regulations around it that makes it challenging to reach the gaming target group. Some of the many regulations state that we can’t use in-game content or content creators / idols within gaming.
Solution
We created a campaign and a universe inspired by one of the characters from the Counter Strike franchise, making it instantly recognizable for the audience. Finally, we spiced it up with the tagline: “Det er så hårdt at vente”, that aligns perfect with upcoming esport events that are highly suitable for betting. By making custom bets paired with the campaign, we ensured the campaign’s tactical focus: creating sales for eOddset.
This addition to the: ”Det er så hårdt at vente” campaign, shows how we can keep putting our character in different environment while still keeping up with the eOddset brand and the universe we created.
"CPH MAJOR" ACTIVATION
Challenge
The Counter Strike Major is one of the biggest events in the world, and in 2024 Copenhagen had the privilege to be the hosting city. For eOddset this meant that they had a huge possibility to make themselves noticed directly to the core of their target audience: But how do you create something that caters to the most hardcore part of the Counter Strike community, while keeping up with challenges such as regulations, and a very picky audience?
Solution
With their most ambitious outdoor activation yet, we decorated the whole metro station at Royal Arena with insightful prints that only Counter Strike players would understand. Furthermore, we created prints with QR codes that let to specific bets that cleverly aligned with callouts(a special way of communicating locations in-game) and Counter Strike lingo. That way we ensured they eOddset didn’t go by unnoticed, while leading fans to their betting platform.
Bootcamp podcast
Challenge
Danske Spil wanted a channel that catered directly to the most hardcore segment of the Counter Strike community. A channel that shows that they understand esport and cares for the part of the audience that follows the pro scene.
Solution
We realized that what the community needed, was a place where they can learn more about the idols and legends from the professional Counter Strike scene. Because there is a large overlap in people who bet on esports and people following the pro scene in Counter Strike, eOddset is the perfect sender of such a channel. We ended up creating the podcast “Bootcamp”, where we talk with pro players and legends in the community and managed to gather a large following of listeners in the process.
Making bi-weekly episodes and rotating in new guest made sure the content was fresh with current topical situations in esport.
Jernflakes
Challenge
After creating the podcast “Bootcamp”, Danske Spil faced a new challenge regarding the rest of the community. The part of the community who likes following the professional side of Counter Strike but might be too casual to listen to in-depth interviews with pro players.
Solution
We created a platform for eOddset and their followers that serves the community with easy to digest news from the world of esport. It’s the kind of content that is informative enough to make you able to talk with your friends about the latest esport news and gossip, but short enough to not make you skip.
