How will the many marketers who’ve invested millions in the Rugby World Cup be affected by England’s dramatic exit to Australia? Will broadcaster ITV’s expected airtime windfall fail to materialise?
One company that probably won’t be affected too badly is gaming firm Betsafe which has launched a unique interactive game to keep men entertained in the gents’ toilets during the Rugby World Cup.
Launched in 75 bars and pubs across the UK and running until Sunday October 25, the ‘hands-free’ Betsafe Rugby Challenge, created by Captive Media, tests men’s accuracy and power in front of the porcelain as they attempt to control a ball-carrying forward with their ‘stream.’
Using sensors within an interactive screen, fans use their specially designed joysticks to direct the player left or right past oncoming opposition with points being scored for yards carried and tackles broken.
Former England scrum half Kyran Bracken (on the bench for the 2003 RWC final, won by England – how strange does that sound?) has been involved in the development of the game, perfecting his stream to set a target score for punters to beat. Those who do and register with Betsafe will be entered into a prize draw with the eventual winner receiving two tickets to the Rugby World Cup Final at Twickenham on Saturday October 31.
Bracken says: “The Betsafe Rugby Challenge is a really innovative and fun way for guys, and their tackle, to get involved in the rugby. This has to be the first time in Rugby World Cup history that someone has the opportunity to win tickets to the Final by nipping to the gents.”
Betsson Group UK brand manager Neill Simpson says: “It doesn’t come much bigger than the Rugby World Cup on home soil, which is why we wanted to find a unique way of engaging rugby fans. Through our UK brand, Betsafe, we’ll be offering fans the best bets throughout the tournament as well as the chance to win tickets to the Rugby World Cup Final.” The campaign sees Betsafe’s pre-match live odds streamed through 160 screens in bars and pubs across the UK via Captive’s network.
Captive founder Gordon MacSween, commented: “We’re delighted to support Betsafe in this really imaginative campaign. We expect to serve over 10,000 games a day during the tournament, placing Betsafe at the heart of pub chat.”