PointsBet is taking a jocular approach to the sports gambling space, building on how it first came to market by hitching its fortunes to the Trailer Park Boys as brand ambassadors.

“Think You Know Sports” focuses on an office worker and a hotdog mascot’s in-depth knowledge of parlays and “betting the over,” and the satisfaction that comes from making the right wager.

Dave Rivers, SVP marketing, PointsBet Canada, tells strategy adding humor to the conversation is a natural fit because sports and fan obsession lends itself to it. 

In addition, the element of being right and the satisfaction around betting successfully aren’t common marketing angles, Rivers says, since competitors tend to focus more on the functional benefits of game play.

According to Rivers, the overall brand strategy of being lighthearted in its approach ladders back to the Trailer Park Boys’ iconic status in the country. Considering PointsBet’s aspirations on expanding coast-to-coast, it made sense to have them as a national touchstone, and to anchor PointsBet as a brand that doesn’t take itself too seriously.

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PointsBet, the Aussie-based sportsbook, is another entry into the domestic market since single-game sports betting became legal this past spring in Ontario.

“Our competition in the marketplace are those that are licensed in Ontario,” Rivers says, adding that PointsBet is “taking swings at markets like curling,” an unexpected hit sport with gamblers.

Tapping a culturally relevant sport, he says, is part of its authentic Canadian positioning, as is being present among a community of people who love the game.

Brand building and creating authenticity, Rivers says, can be as simple as a Canadian dollar, rather than an American one, showing up on the platform as other foreign competitors have done, or spelling “centre” correctly for the Habs’ home building, the Bell Centre.

Another key differentiator is that the organization has made a “significant” investment in technology, so it’s not a white label service. It’s about offering the best odds and ease-of-use to attract those who have just come of age to gamble legally, the untapped market that is new Canadians and its main target of mature sports bettors.

With a highly competitive gambling space, there are obvious parallels to the cannabis sector, he says, with consumers who had previously exploited channels that existed in a legal grey area, now having a multitude of legal options.

Rivers says Pointsbet takes a digital-first approach to marketing, always looking to optimize spend based on media efficiency. However, PointsBet also activates in the real world: there is a dedicated sports trivia activation and education around sportsbooks at Scotiabank Arena for every Leafs and Raptors game.

According to Rivers, to drive consideration and awareness at both top and bottom of funnel, there’s a 60/40 split in terms of media dollars and building out brand strategy.

Salt handled the creative as well as the buy side.