CASE STUDY: Racing Post Lucky 7

Introduction

Racing Post has teamed up with William Hill, one of the UK’s biggest bookmakers, to produce the free-to-enter game Racing Post Lucky 7. The partnership, launched in 2018, provides customers with a product created by two of the leading brands in their industries. Offering players the chance to win a £50,000 jackpot by picking the winner of seven selected races.

Launch

The most important part of the partnership was establishing how the feature would be presented. It was decided that the new name would be the ‘Racing Post Lucky 7 powered by William Hill’.

Promoting the game through Racing Post online and print advertising channels, the game was launched before the Cheltenham winter festival with players able to sign up directly from digital and social channels.

The game featured heavily across the Racing Post including the front page of the paper before the Cheltenham November Festival.

Results so far

Initial feedback has been very positive with Racing Post producing higher than expected results. A 300% increase in first-time deposit figures was seen during the busy Christmas period when the game was available across a number of days and this is expected to be the same case during the big festivals taking place in spring and the summer. 

These results are predicted to continue to grow over the next six to nine months with four days of high-quality racing at the Cheltenham Festival and the nation’s favourite race, the Grand National at Aintree on the horizon.