Breakthrough Campaign Earns Awards for Innovative Media and Fan Engagement
TORONTO – December 14, 2023 – NorthStar Gaming Holdings Inc. (TSXV: BET) (“NorthStar“, or the “Company“), a leading force in the Canadian gaming and entertainment industry, is proud to announce its recent recognition from the Canadian Marketing Association (CMA) Awards and Clio Sports Awards. The Company was awarded a Bronze Award for Innovative Media in Consumer Products & Services at the CMA Awards and a Silver Award for Fan Engagement in Product/Service at Clio Sports Awards.
NorthStar Gaming’s recognition came from its unconventional marketing campaign, the 90-Minute Stat Holiday, which encouraged Canadians to take a 90-minute statutory holiday to support the Canadian men’s soccer team on the world stage during the 2022 tournament. The campaign not only captured the spirit of the moment but also demonstrated NorthStar Gaming’s commitment to its local roots and engaging with the community in innovative and meaningful ways.
“It’s no secret that Ontario is home to a sizable and passionate soccer community, the 90-minute stat holiday engaged and united soccer fans as we all celebrated Canada’s historic return to the world stage,” said Dante Anderson, Vice President of Marketing, NorthStar Gaming. “We are thrilled to be recognized for our innovative media approach and fan engagement strategies. At NorthStar Gaming, we believe in pushing the boundaries of creativity to deliver exceptional experiences to our audiences.”
The award-winning campaign was developed in collaboration with Publicis Groupe partners Leo Burnett, Starcom and North Strategic. The hosts of the popular soccer podcast Footy Prime, including former Canadian men’s national soccer team stars Craig Forrest and Jimmy Brennan, contributed to rallying Canadians behind NorthStar’s 90-minute stat holiday program.
The winning campaign, recognized for their creativity and effectiveness, played a pivotal role in achieving outstanding business results, including a 50% increase in website page views, a 180% increase in Soccer wagering, an impressive overall 470% increase in new customers placing theirfirst bets on soccer, and driving Team Canada’s games to contribute a remarkable 14% of all Sportsbook wagering on game days. NorthStar’s marketing efforts have contributed to continued growth in 2023, with the Company reporting year-over-year increases of 140% in total wagers and 131% in revenue in its most recent financial results for the quarter ending September 30,2023.
The Canadian Marketing Association Awards celebrated the best in Canadian marketing under the theme “Boundless: The Future of Creativity.” NorthStar Gaming’s recognition in the Innovative Media category reflects its prowess in navigating the evolving marketing landscape and creating campaigns that capture the imagination of audiences.
The Clio Sports Awards honoured outstanding achievements in sports advertising and marketing globally. NorthStar Gaming’s Silver Award for Fan Engagement in Product/Service underscoredits ability to connect with sports enthusiasts and create compelling marketing experiences in the sports industry.
The accolades come less than two years since NorthStar Gaming first introduced NorthStar Bets to Ontarians in May 2022. For more information on NorthStar Gaming, please visit www.northstargaming.ca.
About NorthStar Gaming
NorthStar proudly owns and operates NorthStar Bets, a made-in-Ontario casino and sportsbook gaming platform that provides players with a uniquely local, premier user experience. The NorthStar Bets sportsbook provides real-time news, stats, analysis and scores directly in the betting environment along with the most popular online casino games. NorthStar also provides managed services to Northstarbets.com, an iGaming site owned and operated by the Abenaki Council of Wolinak.
A Canadian company, NorthStar is uniquely positioned to become a convergence leader in the intersection of sports media and sports wagering thanks to its partnerships and agreements with leading media companies. NorthStar is committed to operating at the highest level of responsible gaming standards.
No stock exchange, securities commission or other regulatory authority has approved or disapproved the information contained herein. Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this press release.
Non-IFRS Financial Measures
Statements in this news release make reference to “total wagers” and “gross gaming revenue”, which are non-IFRS (as defined herein) measures that the Company believes are appropriate to provide meaningful comparison with, and to enhance an overall understanding of, the Company’s past financial performance and prospects for the future. These measures are not recognized measures under International Financial Reporting Standards (“IFRS”) and do not have a standardized meaning prescribed by IFRS and are, therefore, not necessarily comparable to similar measures presented by other companies. Accordingly, these measures should not be considered in isolation nor as a substitute for analysis of the Company’s financial information reported under IFRS. We believe that securities analysts, investors and other interested parties frequently use non-IFRS measures, including industry metrics, in the evaluation of companies in our industry. Management also uses non-IFRS measures and industry metrics in order tofacilitate operating performance comparisons from period to period, the preparation of annual operating budgets and forecasts and to determine components of executive compensation. Wagers is calculated as the total amount of money bet by customers in respect of bets that have settled in the applicable period. Wagers does not include free bets or other promotional incentives, nor money bet by customers in respect of bets that are open at period end. Gross gaming revenue is calculated as dollar amounts bet by customers less the dollar amounts paid out to the customers in respect of such bets which have settled in the applicable period.
Cautionary Note Regarding Forward-Looking Information and Statements
This communication contains “forward-looking information” within the meaning of applicable securities laws in Canada (“forward-looking statements”), including without limitation, statements with respect to the following: expected performance of the Company’s business, and the Company’s ability to continue to engage with its customers. Forward-looking statements are provided for the purpose of presenting information about management’s current expectations and plans relating to the future and allowing readers to get a better understanding of the Company’s anticipated financial position, results of operations, and operating environment. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, “is expected”, “budget”, “scheduled”, “estimates”, “continues”, “forecasts”, “projects”, “predicts”, “intends”, “anticipates” or “believes”, or variations of, or the negatives of, such words and phrases, or state that certain actions, events or results “may”, “could”, “would”, “should”, “might” or “will” be taken, occur or be achieved. This information involves known and unknown risks, uncertainties and other factors that may cause actual results or events to differ materially from those anticipated in such forward-looking statements. Such factors include, among others, the following: risks related to the Company’s business and financial position; risks associated with general economic conditions; adverse industry risks; future legislative and regulatory developments; and the ability of the Company to implement its business strategies. NorthStar believes the expectations reflected in such forward-looking statements are reasonablebut no assurance can be given that these expectations will prove to be correct and such forward-looking statements should not be unduly relied upon. Information contained in forward-looking statements in this communication are provided as of the date hereof and NorthStar disclaims any obligation to update any forward-looking statements, whether as a result of new information or future events or results, except to the extent required by applicable securities laws.
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