Atlantic Lottery Shatters Sports Betting Records Thanks to Super Bowl Sunday
March 23, 2021
Atlantic Lottery has announced that Super Bowl Sunday 2021 saw its sports betting brand Pro•Line shatter its own single-day sales record.
A release notes that this year's Super Bowl on February 7 saw bettors place $861,000 in wagers, a 48 per cent increase over Pro•Line’s previous single-day sales record of $583,000.
For that seven-day reporting period, Pro•Line achieved its first $2-million sales week, along with its first $1-million internet sales week. The $2-million sales week was a 54 per cent increase over the previous record of $1.3 million in sales attained during the week of the 2020 Super Bowl.
While the Super Bowl was a major betting event that contributed to the record sales week, Atlantic Lottery also credits the modernization of the Pro•Line experience both online and at retail locations just over two years ago for its success. Prior to the launch of Pro•Line’s new mobile responsive website, digital sales made up only 16 per cent of all sports betting revenue. Thanks to a player-friendly online interface designed around player feedback, matched with QR capability for easier transactions at retail, nearly 70 per cent of all sales are now digital. In just over two years, Pro•Line nearly doubled an online customer base that had taken 14 years to build to that point.
Per capita, Atlantic Lottery ranks first for active online sports bettors in Canada.
Pro•Line was also integrated into Atlantic Lottery’s new mobile app experience in December 2020, contributing to an even larger sales lift moving into 2021.
“We eliminated many competitive gaps with our offerings to complement the changes to our site, making sure that players had an attractive, legal and regulated alternative to unlicensed offshore operators,” said Scott Eagles, manager of sports betting for Atlantic Lottery. “Some players still lacked awareness of how much we’ve evolved, so we also launched what has been a highly effective ad campaign to reimage our brand.”
Projections suggest Pro•Line will set a new fiscal sales record, with a 70 per cent lift in online revenue over the previous year – a particularly impressive accomplishment considering the impact of the COVID-19 pandemic on the sporting schedule for large portions of the past 12 months.
“We listened to our players about what’s important to them and created our own sports betting experience with highly skilled resources right here at Atlantic Lottery,” Eagles said. “Our success shows no signs of slowing anytime soon, but that won’t stop us from making more improvements and striving to please our player base even further.”
SOURCE: Atlantic Lottery