Sports Betting Brand PROLINE ‘Brings It’ in Campaign from The Hive

OLG is now offering sports bettors a complete gaming experience with new and exciting sports betting products under the popular PROLINE brand.

Single-event wagering, along with a variety of new betting options across all major North American sports leagues and major international sports is now available at approximately 10,000 retail locations across Ontario.

This breaking sports betting news is being shared through a multi-channel campaign that lets sports fans know that the new PROLINE is here and challenges them to ‘Bring it’.

The campaign, which includes OLV, OOH, Social, Online and Television, directly challenges sports fans to bring their best bet bets to PROLINE. Athletes from some of the newly available sports, like MMA and Women’s Soccer, are featured.

This latest work follows fast on the heels of ’The Plus Side’ campaign last fall, introducing OLG’s new online sports betting platform, PROLINE+. Strategy and creative was led by the The Hive, with Makers handling production, and MediaCom managing the media planning and buying.

“The new PROLINE at retail has brought it’s A-game so we wanted to create a marketing campaign that challenged sports bettors to do the same,” says HIVE ACD Mitch Duesling.

The new campaign follows the success of the PROLINE+ launch campaign last year, ‘The Plus Side.’

“This latest campaign doubles down on the more confident stance established with the PROLINE+ launch.” says Hive ACD Naeem Walji. “We wanted to build on the strong visual tone and kick that swagger up another notch’. OLG’s sports betting offering isn’t finished evolving. They are already working on other ways to create different offerings and give bettors new options on both how and where they can play.

“As our new products continue to evolve, so does the way we talk about it,” says Kim Clark, VP Lottery and Customer Success at OLG. “We’re really excited about the new PROLINE at retail and PROLINE+, and where we will go in the future.”