Covers has launched “Covers Freeplay,” a series of live-odds, free-to-play pick’em and prop contests that lets players compete for cash prizes and Covers swag.
Over time, the company plans to expand its freeplay offerings to new types of fan-driven engagement, including in-play sports betting contests, live-odds streak games and sponsor-integrated challenges.
The agreement will strengthen the media company’s sports betting acquisition and retention strategies. Covers also will leverage Chalkline’s best-in-class “BettorBI” platform to offer more personalized and predictive content to its community of more than 500,000 registered members.
“Covers takes great pride in the fact that we’ve been a premium resource for bettors since 1995. As sports betting regulation sweeps across North America, Covers has doubled in size the past 12 months. Simply put: levelling up our gaming and business intelligence capabilities is a natural progression in our company’s growth,” said Andrew Garven, Head of Marketing at Covers.
“This is part of our path to continuously improve bettor engagement with more localization, more personalization and more education as the market evolves.”
Daniel Kustelski, Co-founder and CEO of Chalkline, said: “We’re thrilled to enter this long-term relationship with Covers.
“Covers is one of the most well-known and respected brands in the sports betting content space. We believe this partnership will help the Covers brand continue to differentiate itself and stand out in an increasingly competitive industry.”