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Toronto-based iGaming and sportsbook operator Rivalry has inked a strategic partnership with Basketball Forever. This collaboration aims to unveil a multifaceted promotional blitz across various international markets during the 2024 NBA Playoffs.
The joint campaign is tailored specifically for Gen Z basketball enthusiasts. It seeks to tap into the evolving consumption patterns of digitally savvy NBA fans by curating “a range of multimedia content tailored for digitally native NBA fans who are increasingly consuming their favorite sports in new ways,” according to Rivalry Global Head of Marketing Grant Flannery.
Flannery emphasized the shifting media landscape, stating, “Gen Z consumers aren’t engaging with media and sports in the same way that older generations have in the past.”
The collaboration between Rivalry and Basketball Forever aims to leverage innovative strategies to resonate with the younger audience. Data-driven storytelling, animated shorts, and partnerships with social media influencers are among the tactics employed to capture the attention of Gen Z fans.
Basketball Forever CEO Alex Sumsky expressed enthusiasm about the partnership, highlighting Rivalry’s rapid growth and innovative marketing approach. Sumsky stated, “We have a huge global audience of predominantly Gen Z basketball enthusiasts, and we’re excited to partner with a brand like Rivalry given their rapid growth over the last few years and their innovative marketing style.”
Apart from its strategic alliance, Rivalry has just extended Casino.exe, its interactive gaming platform. Penalty Shootout, Bomb Squad, Wheel of Time, and Courier Sweeper are the four new games added to the platform, providing players with an improved gaming experience.
Through the use of an interactive internet interface, Casino.exe gives customers access to both current and forthcoming casino titles from Rivalry.