hello I'm Stephanie with the ga huddle and I am speaking to Brian Becker who is the vice president of marketing at typico sports book today about NFL season Q3 Q4 and everything in the works for future good morning Brian how are you good morning how are you I'm well thank you for joining us uh the first thing we wanted to get into was tipico's new campaign bet against your rival how that's going and how and why you came up with it yeah I mean here at typico we're a challenger brand I'll mention that a few times through some of the questions um that you ask and and we're live in four states from a sport betting perspective we know in those states that rivalry rivalries Run Deep um you know across the teams that customers uh root Flor and bet for so you know the intention of the campaign was to Leverage The Passion of Die Hard fans and provide them with more of an incentive um there's a shared language of how fans root for their teams and they often root against other teams and so it's very different um for a veteran Ohio um who you know is following the Browns or Bengals Roots against the Steelers or a better in New Jersey for the Eagles or for the Giants Roots against the Cowboys and so the positioning of our football campaign has largely been uh bet against your rival you know root for the home team and it continues this view that we've had that we can be a challenger band we can be hyper local in the way that we um you know kind of um look at trying to engage customers um and it pairs really really well with some of the new relationships that we've built to with former athletes with influencers um Cali Bundy Josh prbs Cardell Jones um we've worked with them you know pretty explicitly um since football season started to you know to help promote that campaign and then also to to provide you know incentives uh boost um to their followers as well and speaking of those influencers and engagement and relationships what kind of media content have they created around the campaign or are they meeting fans in person yeah they're doing both so you know I think when we created some of these local relationships we we tried to um work with people and build an incredibly integrated relationship I think you see this a lot um across brands in retail and and in our industry as well but but often those relationships are not incredibly integrated so what we have some of our partners doing today and it's a small group but we're intending to grow it um is odd boost uh promo codes to sign up to unlock deals um recommendations um it's basically at least one video kind of per week you know kind of on their social channels we reshare them and then yes we've done live event appearances before you know games kind of AD events uh we sent Callie to a UFC event kind of a couple weeks ago and and we think you know that integration of um you know the name and likeness of of some of those folks the natural integration of of their kind of local um prominence will really really help us especially in Ohio and then one other partnership to mention you know we we've been working now for since the beginning of the year since we've launched in Ohio with a with a partner called Big play Network so we also you know get influencers um for them we're doing a live betting show for them kind of every Sunday morning we started that about two weeks ago um and so you know our view is um customers are human they respond well to um recommendations from you know people that they recognize um and we really want to kind of bring that passion to life as I mentioned you know for the Rivalry campaign and also for the way that we work with influencers and partners great and speaking of keeping things hyper local and that passion why these form markets why um Ohio for example yeah I mean in typico has a long Heritage Hils from Germany you know I think our our success um you know in Europe was testing a new markets seeing which ones worked well um you know we're the number one sports operated in Germany and so I think we've taken that same approach here where we haven't overcommitted oursel you know we're in the markets that we think we can provide kind of the unique Niche um you know we're we're as you mentioned intending to work um and be hyperlocal and then you know I think when you take a step back it's also about being hyper relevant to some of those markets so you know I think we haven't overextended oursel we see some of our competitors sometimes kind of have a Playbook of how they enter new States um so we tried to do everything that isn't that uh we tried to kind of optimize kind of after we launched um New Jersey was the first place we launched so that was kind of natural for us because it's where we're located there's a diverse sport sports fan base um we have both an i casino and an online sports book and then you know we've had a heavy Focus this sh on Ohio it's the first move first time that we've been a first mover in any of the states that we launched um and so you know we've been really really pleased with the users that we've attracted you know the launch day excitement in the organization um it's been a great experience to see the company grow kind of exponentially since launching Ohio and so we're definitely kind of looking at other states for launching as well but you know we're always going to be a little more tactical than other operators and um you know I think that goes you know back to that Challenger mindset that we try to have to um you know not be like some of the other guys that we see out there well one of the next States you're launching in we know for sure is going to be Indiana and as far as tactics go you're going to be partnering with hara's hoer casino and Caesar's entertainment and I wanted to talk about what the sort of benefits are of Caesar's partnering with typico instead of using its own Caesar your sports book um yeah I mean Caesar has been a strong partner for us we were we're partnering with them in Iowa so you know for us it comes down to having Swift Market access there um we've saw that in our Iowa launch we were able to launch pretty quickly so we launched um Ohio on January 1 and we launched Iowa just a week later so you know there's there's a lot of work that goes into you know the the compliance approval the regulation the setup of all the infrastru structure around the state and so you know I think similarly when we launch in Indiana um you know we're we're really excited to to launch with them and I think we give them you know kind of an access to a group that maybe they wouldn't otherwise see and so I think it's a really really good partnership and uh we're excited to work with them as we go into Indiana as well and you've definitely mentioned some competitors and wanting to be different from everyone else who doesn't um but how do you feel some of the new players on the scene will affect typico like fanatic or ESPN bet for example yeah you know it might be different than than others but I I think all this is positive right it's such an attractive industry I think that's when you look at why a lot of us are in it it's because of the growth potential the integration of you know how betting is is is so omnipresent lot you know think about odds you know the change in the way bet you watch sports today how much has changed almost overnight in the United States so you know as opposed to Europe where I think you know you grew up on street corners where kind of there was Ving parlors I think you know here it's still very very new and so I'm a not surprised that you see Fanatics SBN vet kind of coming into the market I think you know I think they they will only provide more opportunities for consumers to have you know more chances to to bet with and and then I think the integration of into Sports Programming is super super important for the industry to continue to grow so maybe the next question is is how is typico kind of different how will we Drive loyalty um and I think there's three things that we look at that are really important that that differentiate typico from some of the other operators out there number one fast and frictionless Technology right um that allows us to be nimble um and a hyper local approach number two you know some of the larger players in the market evitably you know will have more promotional spend so what we kind of say that we'll never win uh by spending more um but we are are are pushing really really hard are to create that local connection that we talked about and number three you know I think you see a lot of duplication across the technology that operators use and so you know everything that we do we built proprietary um you know whereas a lot of our the companies that we compete with are using kind of thirdparty software thirdparty kind of data feeds we've tried to build something that we think you know really feels native and creates a great simple and fun experience for the customers that um are on tip account yeah so so it's been a really exciting time I mean I I would just take a step back and say personally you know i' I've been in the industry now and working at to for a year and a half so I've gone through now a few cycles of different seasons you know I think when you go into the offseason you're able to um you know kind of uh do some work to kind of rethink the approach that you have and I think the rethink that we did kind of over the let's say down season in summer was we need to continue to make the product easier and better to use faster and more efficient um you know I think the industry um overall has has moved so quickly and sometimes in the you know kind of moving quickly phase you tend to forget about the importance of a great user experience right and um you know I think in in um more mature Industries like retail you see you know how how important that is you know Amazon's obviously the best example that's out there um so in Q3 a lot of what we've done is continue to enh enhance the product's performance um we focused a lot on trying to build a clear um and um and a very beautiful betting experience um so think of the way that you see s parway the the the odds that are in there um the growing popularity of live betting has also been on top of our mind so you know we we've tried to make sure that um the way that you kind of view Sports and bet Sports have you know a a a consistency and logic to it and then we partnered with some of the influencers that I've mentioned and we tried to kind of put their name and likeness directly into the app use some of the recommendations they make as boosts that people can bet alongside with them well thank you so much for joining us today and I hope that goes well and that you have a great rest of your football season all right thanks Stephanie have a great day bye thank you bye