At Uruguay lottery football fans are winners
Noone likes to lose, especially when it comes to sports. But at La Banca de Cubierta Colectiva de Quinielas de Montevideo, Uruguay’s national lottery, you can still win even when your football team loses.
Uruguay may be a small country with a population of less than four million, but with four World Cups recognized by FIFA, and a record 15 Copa America titles under its belt, it’s no wonder that football is the country’s most popular sport.
WLA lottery member La Banca offers sports betting. Fabian Garcia, Sports Betting Manager at La Banca, explained that in their highly competitive environment, they are always looking to develop distinctive products that appeal to locals, noting:
“We own our technology and aim to develop products in-house that resonate with our history and culture.”
Fans inspire new sports betting offer
Following online trends, La Banca identified a recurring pattern on social media. Fans were talking about their disappointment and sadness when their football teams lost their matches.
While there are over 30 professional teams in the country, only two have won over 95% of the games.
This presented a unique opportunity for the Lottery to develop a new marketing strategy, which focused on helping fans to place bets against their teams, and without feeling any guilt.
“We asked ourselves how we could turn these losses into small wins, and came up with SuperMatch, the country’s largest sports betting platform and a new game mode called fan insurance, that allows fans to win when their teams lose.”
A win-win solution
The concept of the platform is simple. La Banca created a personalized experience where players select their favorite teams. Then every time they log in, the platform checks to see if there is an upcoming match.
A unique betting option is then provided to the player through a pop-up which offers an “assurance bet”. An interface says: "My team doesn’t win", with the corresponding prize. The process is intuitive and emotionally resonant.
When players activate the so-called fan insurance, the platform automatically bets against the team they have selected to win the game. If their team wins, they win the glory, but if it loses, they win money – essentially insuring them against defeat either way.
… with successful results
La Banca has found a positive way to capture the attention of players who are passionate about football and have engaged strongly with the new product.
The campaign was a success and included the fans talking about their feelings for their teams, while using the platform.
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