Raising the Stakes with Betty’s Attention-Driven Gaming Strategy

Jackpot-Level Attention

of those exposed have or will take action

64%

increase in brand awareness once optimal attention threshold was reached

12%

increase in brand perception among sports fans

+13%pt

Challenges

As one of Canada’s fastest-growing online casino brands, Betty set out to deepen engagement with existing audiences while continuing to expand awareness across new player segments. Beyond promoting its core casino offering, Betty also wanted to strengthen associations with its growing sports partnerships as the official online casino partner for multiple professional sports teams in Canada.

At the same time, Betty needed to stand apart in an increasingly crowded gaming landscape where capturing attention alone is no longer enough. The challenge was not just reaching audiences, but reaching them in moments where they were most receptive to discovering, engaging with, and acting on Betty’s message.

Over the course of its partnership with GumGum, Betty consistently leaned into innovation to solve that challenge, becoming the first gambling brand in Canada to activate multiple high-impact and gamified formats, helping redefine how casino brands connect with audiences across digital environments.

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Methodology & Strategy

Betty and GumGum approached the partnership with a shared focus on innovation, continuously evolving campaigns to align creative experiences, contextual relevance, and attention measurement into a single connected strategy.

Over the past year, Betty has consistently been among the first brands in Canada to embrace new opportunities with GumGum, helping bring innovative advertising solutions to market. From becoming one of the first gambling brands to activate high-impact formats like Velocity, to pioneering gamified ad experiences across Desktop Skin and Hang Time, Betty continuously invested in immersive creative designed to capture attention and drive deeper engagement.

The partnership also expanded beyond media activation alone. Betty leveraged GumGum's Relo sponsorship measurement capabilities to better understand and quantify the impact of its professional sports partnerships, creating a clearer view of how sports fandom translated into brand exposure and consumer engagement. Alongside exclusive content sponsorships and new measurement solutions, these initiatives helped strengthen campaign insights and uncover new opportunities for optimization.

Most recently, Betty partnered with GumGum to launch Attentive Lift measurement in Canada, allowing the team to better understand how attention directly impacts brand outcomes. By identifying the moments where audiences exceeded optimal attention thresholds, Betty was able to connect exposure quality directly to measurable lifts in awareness, familiarity, and purchase intent.

Together, the partnership evolved from driving impressions to driving intentional, attention-qualified engagement, creating a blueprint for how brands can combine innovative creative, contextual relevance, sponsorship intelligence, and attention measurement to drive stronger business outcomes..

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Results

By combining mindset intelligence, immersive creative formats, and attention measurement, Betty transformed high-attention moments into measurable business impact.

The launch of Attentive Lift measurement in Canada revealed a direct relationship between attention quality and brand outcomes, proving that when audiences spent more attentive time with Betty’s message, awareness, familiarity, and purchase intent all strengthened significantly.

Awareness gains were particularly strong among audiences aged 35+, while intent saw the greatest improvement among women. Sports fans also demonstrated stronger brand perception after exposure, reinforcing the value of aligning Betty’s messaging with highly engaged fan environments.

Beyond brand lift, the campaign also drove meaningful performance outcomes at scale, delivering increased interaction and post-exposure actions.

Finding Betty’s Audience

Using GumGum’s Mindset Graph™ and Attentive Lift study insights, we identified a powerful opportunity at the intersection of sports and lifestyle-related content. While sports environments delivered strong engagement on their own, performance significantly increased when sports content overlapped with beauty, style and fashion, and skincare mindsets, driving lifts across attention and other key campaign KPIs.

Rather than viewing these interests in isolation, the data revealed that consumers were most receptive in moments where sports, personal style, beauty, and self-care naturally converged. Audiences engaging with content at these intersections demonstrated higher levels of attention and engagement with brand messaging, creating more impactful opportunities to connect with consumers.

This insight highlights the value of a multidimensional contextual strategy. By activating against the intersection of complementary mindsets rather than relying solely on traditional sports environments, brands can reach consumers in richer, more relevant moments that drive stronger attention, deeper engagement, and improved overall campaign performance.

Audience Engagement

Interactive formats played a central role in campaign success, proving that immersive creative experiences drive stronger attention and action.

Velocity and Hang Time Video units emerged as standout performers across the campaign, each serving a distinct role within the media mix. Velocity drove scale and click volume, delivering the highest CTRs across activations, while Hang Time Video generated deeper engagement, driving longer attention times and stronger interaction rates.

By pairing attention-grabbing creative with mindset-aligned environments where audiences were already engaged, Betty was able to transform ad experiences from passive exposure into active participation.

This evolution toward gamified, high-attention experiences helped Betty continually raise the bar across campaigns, reinforcing how creative innovation and mindset alignment work together to drive stronger outcomes.

77%

over CTR Benchmark for Velocity

95%

over CTR benchmark for Hang Time

170%

over Interaction rate benchmark for Hang Time Video

“Betty has always looked for innovative ways to connect with players beyond traditional gaming advertising. Partnering with GumGum has allowed us to consistently test new formats, uncover new audience opportunities, and evolve how we show up as a brand. Together, we’ve built campaigns that don’t just capture attention, they create meaningful moments of connection with players.”

Andrea Stodart

Vice President Brand Marketing, Betty