Sports.ru х Winline: "Документики, пожалуйста" - веб‑аркада к Евро‑2024

Objective

Winline, a major Russian sportsbook, partnered with Sports.ru during UEFA Euro 2024 to capture fan attention through playable content. The campaign aimed to drive traffic to Winline's platform and deepen engagement with football audiences through festive, game-based entertainment that bridged entertainment and betting promotions.

Solution

The "Documents, Please" web arcade game cast players as border officers verifying the credentials of Euro 2024 football participants. Players reviewed migration cards, passport photos, and participation status for 10 candidates per round, making accept/reject decisions based on document accuracy. The game featured humorous feedback letters from a virtual supervisor after each choice, integrated Winline bonus offers and direct calls-to-action throughout gameplay, and concluded with a final promotional message and replay option. The browser-based game launched on a dedicated landing page at Sports.ru with onboarding rules and seamless navigation to Winline's sportsbook.

Results

Not published.