From underdog to top 5
Scooore
Scooore
Scooore, the sports betting platform of the Belgian National Lottery, faced a tough challenge: competing against large international players with bigger budgets and broader offerings. We focused on a data-driven, digital-first strategy to grow sustainably, strengthen brand presence, and engage the most relevant audiences. By combining precise targeting, dynamic creative optimization, and a local, responsible approach to betting, Scooore achieved sustained success, increasing revenue and rising in the market rankings, even in a shrinking and highly regulated sector.
The Challenge
Scooore needed to compete with international platforms like Unibet and Ladbrokes while operating with smaller budgets and stricter regulations. The platform lagged behind in features and user experience, and the goal was to grow revenue, increase player numbers, and become a top-6 platform in a shrinking market.
Our Approach
We built a data-driven, digital-first strategy to reach the right players at the right time. Every touchpoint was personalized using real-time CRM, betting, and match data, showing favorite teams, relevant matches, and tailored odds. Dynamic Creative Optimization (DCO) ensured ads adapted automatically to player behavior and live events.
Digital channels formed the backbone of the campaign: social, display, search, and the Scooore app, all aligned for an always-on presence. Paid campaigns targeted both new players from competitor platforms and existing users, while organic social posts and free-to-play activities strengthened local relevance. The Scooore app offered live streaming, real-time stats, and AI-driven recommendations, combining convenience, personalization, and responsible gaming features. Campaigns were timed around major tournaments and key matches, capturing peak engagement and turning Scooore into the go-to local alternative.
Results
- Revenue grew 273% between 2020 and 2024
- Number of bets increased by 21% average year-on-year
- “Share of Search” rose 23%, showing increased brand relevance
- Scooore climbed from 11th to 5th place in the Belgian sports betting market