Real Luck Group Ltd (CVE:LUCK), which operates the esports betting site Luckbox, laid out a customer acquisition strategy Tuesday for IEM Katowice 2021, a major esports tournament starting this week, including free bets for new and existing customers.
IEM Katowice is a Counter-Strike: Global Offensive (CS:GO) tournament held in Poland, where the world’s top 24 teams will compete virtually for US$1 million, including a top prize of US$400,000. Last year’s event attracted 17.9 million viewing hours and a tournament-record peak viewers of more than 1 million during the final match, according to escharts.com.
To take advantage of the prolific event, Luckbox is offering an IEM Katowice wagering bonus along with free bets for both new and existing customers. There will also be CS:GO-related giveaways and exclusive marketing content on YouTube and social media channels, the company said.
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Luckbox plans to pursue advertising campaigns, including on the CS:GO website HLTV.org, which draws 30 million monthly page views, the company said. That will be augmented by campaigns through its affiliate network and marketing partnerships with content creators and streamers.
"IEM Katowice 2021 is the first big esports event of 2021 and one of the highlights of the esports calendar, so it represents an ideal opportunity to increase our customer acquisition efforts," Chief Customer Officer Thomas Rosander said in a statement. "We have committed a budget of at least C$2 million to user acquisition this year with a healthy part allocated for near-future activities. In previous years, Luckbox has seen a spike in betting activity around IEM Katowice, and this year, we are going to capitalize on the opportunity again."
Contact Andrew Kessel at andrew.kessel@proactiveinvestors.com
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