Kindred Group wins best Sportsbook Marketing Campaign EGR Award for SportCaller game Streakr

A well-deserved win for the Kindred Group at the EGR Marketing & Innovation Awards 2020 further deepens their successful international partnership with SportCaller.

Once the new kid on the marketing block, Free-To-Play (FTP) has now become well-established as an essential standalone offering for sportsbook operators – so innovations in the games themselves have now become increasingly important.

The key innovation of the Kindred-Sportcaller game, Streakr, is that it rewards payers for repeat play. In effect, creating a FTP rewards programme separate from the traditional model aimed at frequency of betting.

Streakr makes it simple for any player to understand what is asked but it is also engaging enough to make them want to come back to play repeatedly. Players answer a single question each day, aiming to build up a run of correct answers over consecutive days – in other words a winning streak.

In order to make the product engaging and appealing across the entire operator customer base, the game draws on gamification elements familiar to eGaming audiences, presenting the questions in playing card format in the style of the popular ‘Play Your Cards Right’ TV show.

The end-product is a first for online sportsbooks in that it offers a free and fully transparent means of earning rewards, ticking all the right boxes for social responsibility in a time when the industry is under heavy scrutiny.

Launched in 14 countries and 12 languages, Streakr has proved a huge hit for the Kindred Group, gathering a large following and showing great numbers of returning players. One reason for the game’s success is that is a fresh concept aimed at offering regular, low value rewards – as opposed to the traditional jackpot model.

Like nearly all SportCaller games, Streakr is highly flexible: the questions can be tailored to any type of event, sporting fixture, or even around the sports-players themselves. SportCaller’s Score platform enables roll-out across multiple jurisdictions and languages, which can be simply managed by the client-operator, making it ideal for an international group like the Kindred Group.