The official launch of Goal Time will utilise a high six figure marketing credit enjoyed by Contagious Gaming as part of the partnership with the media group, says Trinity Mirror.
Support will run across a number of Trinity Mirror titles, both on and offline, including the Daily Mirror, Sunday Mirror, Daily Record and Sunday Mail, plus social and hyper-targeted mobile ads. The campaign launches this weekend in support of the Liverpool-Arsenal match on Sunday.
According to the publishers, Goal Time is a unique live in-play game. Players can play the game for the whole ninety minutes of a live football match with multiple opportunities to win big jackpot prizes. Each game is split into forty, five minute sections; twenty for the home team, twenty for the away team. Players use their skills and knowledge to pick the time segments in which they think a goal will be scored. There are four jackpot games to be won all with increasing jackpots that are live in play until the end of the match. Goal Time allows players to win up to £100,000 from a £1 stake.
For the official launch, the team have evolved the user experience of the game across desktop and mobile with a native app waiting in the wings.
Creatively the launch campaign will seek to drive adoption of new players and position Goal Time as 'the best part of the game' based on the insight that for users it will enhance their enjoyment of scoring moments even when watching as a neutral.
Trinity Mirror and Contagious Gaming first announced details of their partnership in the development and promotion of the Goal Time franchise at the end of 2013.
The game was promoted across selected Trinity Mirror titles in a trial beta format across the back half of the 2013/14 season and across the summer's World Cup.
In September 2014 Contagious Gaming successfully completed their going public transaction onto the Toronto stock exchange (Venture) with a strategic equity investment by Trinity Mirror into the offering. Through the Autumn months both parties have been collaborating on a second phase of GoalTime development and promotion in conjunction with digital marketing agency, Oomph.
Will Handley, Marketing Director of Trinity Mirror New Businesses, said: "We're really looking forward to promoting Goal Time to our sports betting audiences. Across the group we deliver a digital monthly unique audience in excess of 87 million and an engaged football audience on social media of over 2m on Mirror Football alone - so the fit in terms of audience and content is unparalleled.”
Peter Glancy, CEO of Contagious Gaming added: “The official launch of Goal Time with Trinity Mirror is a significant milestone for the company, being the first commercial roll-out of our live in play pari-mutuel sports betting platform.”
