Tipico taking ‘hyperlocal’ approach to Ohio sports betting

German sports betting operator Tipico is gearing up to spread into its third US state; however, it might take up a different approach this time.

The company notably launched its free-to-play site, WinOhio.com, a few weeks ago. Besides allowing players to rank researched props and spread they assume will hit, the site also gives punters points per successful pick. Prizes are given to weekly and seasonal winners, with the latter splitting $5,000 in bonus money and the highest earner getting $500.

All weekly WinOhio entries would also be counted as entries into the grand prize drawing. An Ohio-themed package containing VIP tickets to a concert, an in-state sporting event, as well as dinner, and a hotel stay would be awarded to 10 entrants. The winners of the grand prize may also decide to opt for the $1,500 cash in their Tipico account.

The sports betting operator will make its way into Ohio gambling market via a partnership with the MLS franchise Columbus Crew. The sports betting laws in Ohio give licensed casinos and racinos, as well as pro sports teams, leave for retail and mobile gambling licenses.

The US CEO of Tipico, Adrian Vella, explained that WinOhio was one of the company’s approaches to get customers in Ohio ahead of its launch on January 1. The executive called it a “hyperlocal” approach that would extend past Tipico’s relationship with Gannett.

“There will be, as well, partnerships around events, partnerships around putting a face to our brand, partnerships with influencers, partnerships with affiliates. So, everything we’re doing will be very, very hyperlocal to Ohio,” Vella said.

The CEO also explained that there would be more partnerships in the future, all of which will focus on Ohio. According to Vella, Tipico’s content in Ohio would be hyperlocal to show the state’s inhabitants that they cared for Ohio as well as its customers and market. He added that the company was eager to create a brand and products that appeal to the consumer base.

Tipico’s application for online sports betting has been preliminarily approved by the Ohio Casino Control Commission (OCCC), giving it only one final hurdle to cross to officially be one of the operators to begin at the general start date.

Besides Tipico, around 20 operators or more will likely begin on January 1. Vella explained the importance of launching on the first day, calling it a crucial “asset” for the company. He looked back on when they opened in New Jersey and how their lateness affected the customer base.

“Maybe we will be the first book that the customer sees. When we launched in New Jersey, all the customers had already established who their preferred sportsbook is, and it’s more of a fight for acquiring market share through competition,” Vella said.

Tipico’s January 1 launch, if approved, will only be online. Preliminary approval was given for a brick-and-mortar sportsbook, but according to Vella, discussions concerning the venue, like where it would be located, were still ongoing. He gave little information concerning that.

“We’re discussing in many ways what it should be. What should be its purpose. How much should we focus on that? It’s been a bit of a topic, but we believe that can really drive some excitement because there’s very few licenses,” Vella revealed.

“Still, the focus is to make sure you open your mass-reach product on the opening date and then focus on (brick-and-mortar) a bit later. I’m not saying we will not have it, but we have not yet we have not decided that date in stone yet.”

Over a year ago, Tipico gained publicity after signing a national partnership with Gannett. The media giant is not only the owner of USA Today; it is also the most prominent US newspaper publisher and has multiple publications in several markets. The company had a presence in New Jersey at the time and was gearing up for a launch in Colorado.

The two firms announced a new deal in August this year, which limited their partnership to some states. Gannett was also free to collaborate with other sportsbooks located in different states. Tipico’s Ohio launch will be the first since the initial agreement was signed.

Vella reflected on the deal and highlighted what Tipico gleaned from the Gannett partnership. According to the CEO, the sports betting operator had learned to be more locally focused.

“What we learned is that we have to be more state and local-focused, and that’s what you see with what we’re doing. Leveraging more of their assets inside of those states and have a tighter relationship with them and their assets,” Vella said.

Earlier this week, Tipico revealed early registration for the Ohio-based mobile sports betting app was underway. Interested punters that sign up now will be given an array of promotional offers to pick from and several other bonuses.

“Our bonus offers will fuel the fire of the diehard Ohio sports fan, eager for heart-stopping sports moments. The Tipico team has worked tirelessly on meaningful product innovation that will inspire new bettors to put their money on the home team,” Vella explained.

The company’s free-to-play site, WinOhio, would continue to operate after the January launch of Tipico’s sports betting platform.

More gambling news