ATG launches virtual assistant marketing campaign
Harry Boy success prompts Swedish horseracing monopoly to shift marketing strategy
Swedish horseracing monopoly ATG has launched a major marketing campaign for its virtual assistant Harry Boy, which helps punters place bets on the most popular horses.
Harry Boy has been a long-standing feature on ATG’s desktop and mobile site since the 1990s and enables first-time bettors to gain some experience.
ATG said Harry Boy had delivered record revenues in 2017, and the new concept is based on the product name “Harry” as a term for when something goes well.
The operator has signed on with local advertising agency Akestam Holst Noa to develop a series of TV, billboard and online ads.
Jesper Holst, art director at Åkestam Holst Noa, said: “We wanted to build something around Harry to make it easier to remember the brand.”
ATG recently acquired Danish casino and sports betting operator Ecosys A/S in preparation for the country’s forthcoming gambling legislation.
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