The Web sites of English soccer clubs are offering fans the chance to win £1 million, or $1.58 million, in a daily betting game without having to bet anything.
Online direct marketing specialist Precision Data Ventures has signed a deal to provide a new online lottery game, StrikerMillion, to 80 official soccer club Web sites, through sports content provider Premium TV. Premier TV has an umbrella deal with England's Football League — the three divisions below the top-level Premier League — and individual deals with many clubs. Fans get two free chances to pick six numbers and win the big prize each day, in exchange for viewing targeted banner ads on the game site.
Each club will receive an undisclosed share of revenue every time the game is played through its site. Financial terms regarding PDV's take were not revealed. StrikerMillion does not come under any gaming regulations because players do not bet.
Precision Data Ventures, created in 2000, is a company built on the idea that offering people the chance to win big cash prizes without having to bet anything is compelling "content" that will draw them to a Web site. Players must register, and PDV sells targeted advertising to companies aiming to hit specific groups from the database. PDV also runs online games called ScratchAndMatch and the Daily Draw.
StrikerMillion can be played on the official sites of 70 Football League clubs, seven Premier League clubs, one Scottish Premier League club and two clubs in the Conference League, a level below the Football League. StrikerMillion will be promoted through online advertising and promotions, and in stadiums through game-day programs.
Between them, the sites attract more than 3 million unique users each month, more than 14 percent of all U.K. Internet users, with an average of 1 million page impressions a day. The users of the Football League sites are known to be 90 percent male, with 50 percent of users ages 25-44 and 30 percent ages 15-24.
Premium TV's sites were recently rated as the most popular online sports property in the United Kingdom. All official club sites can be accessed through www.officialfootballsites.co.uk.
Jay Stuart is editorial director of SporTVision magazine and Sports TV Report newsletter.
