The majority of TAB customers bet on racing at a low frequency, with 58.4% of customers only having a racing bet on 1 – 5 days per month. In 2014 TAB decided to try and tackle this in an innovative way, using a strategy of Gamification.
A virtual racing game called the TAB Stakes was created, with a $50,000 prize pool up for grabs.
Each day customers placed a racing bet, they’d get the opportunity to move forward 100 metres along the virtual race track, and see if they were a winner in the daily prize draw. Customers who managed to cross the finish line also qualified for the $5,000 Grand Prize Draw.
This was an ambitious campaign because the TAB set out to create the ability to communicate with customers every day that they had a racing bet through their TAB account, and also create a strong call to action to have another racing bet the following day, to continue their game progress.
While it was an ambitious promotion to develop and deliver, it returned some incredible results:
- 13,918 customers joined the virtual race - 31.8% of those eligible
- 2.64 incremental racing betting days per participant - a total of 36,712 incremental betting days
- During the promotion, a unique open rate of 53.6% and a unique click-through rate of 45%