Genius Sports and the European Tour group agree new free-to-play games and marketing partnership
By Genius Sports Press | 06 Apr 2022
- Partnership has launched new official Fantasy game of the DP World Tour
- Agreement includes data-driven marketing to attract new players
- Genius Sports is the bespoke free-to-play partner of the NFL, NBA, MLS and more
Genius Sports Limited (“Genius Sports”), the official data, technology and broadcast partner that powers the ecosystem connecting sports, betting and media, has partnered with the European Tour group to launch the new official Fantasy game of the DP World Tour.
This new partnership has provided the Tour with a customised Fantasy game and to engage avid golf fans and attract new audiences, the new portal will ask players to predict six leading players for each event week of the season. A new Selection Cap feature will test players’ knowledge of every golfer in every tournament – not just DP World Tour members – limiting how many times they can select each individual golfer.
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The new Fantasy game will provide the Tour with a valuable platform to enhance and gamify the fan experience across the entire season. Players will compete for unique prizes while competing in their own leagues to pit their knowledge against their family and friends.
Genius Sports’ data-driven marketing technology will also help to drive new players to the Fantasy game, combining highly targeted programmatic marketing with customised and dynamic creative.
Speaking about the partnership Guy Kinnings, Deputy CEO and Chief Commercial Officer of the European Tour group, said; “The Tour’s previous Fantasy games have proven extremely popular, and we are always looking at new ways to further enhance the fan experience. Genius Sports was a natural partner for the launch of a new DP World Tour edition, given their well-established reputation developing Fantasy games for some of the world’s biggest sports rights holders. We’re delighted to have the game live ahead of what is shaping up to be an exciting week of golf.”
“Working closely with our partners to build completely customized tools that engage and immerse their fans is vital in an increasingly competitive sports landscape,” said Judd Goldstein, Head of Sales, Fan Engagement at Genius Sports. “This partnership combines our expertise in both free-to-play games and data-driven marketing, providing the European Tour group with a bespoke solution to engage and attract golf fans right around the world.”