Case Study: BetChicago – Building a Sports Bettor Database

BetChicago: Super-serving Bettors and Fantasy Fans

Launched in early 2018, BetChicago is THE source for betting and fantasy-focused sports coverage.

BetChicago provides focused regional PLUS national coverage of the NFL, MLB, NBA, NHL, MLS and NCAA sports. The site also covers the PGA Tour, horse racing, MMA, boxing, international soccer and more.

As part of their mobile-friendly editorial web content and app, BetChicago offers real-time odds, scores and statistics for all major sports.
BetChicago Case Study Overview

The Opportunity

Even before PASPA was repealed, BetChicago recognized an opportunity to:

  • Engage sports bettors throughout the Midwest through focused editorial content.
  • Complement editorial content with Free-to-Play games
  • Build sponsor partnerships in and beyond the Greater Chicago area.

The Solution

After the initial strategy kickoff session, Chalkline Sports launched a full suite of free-to-play games.

Each week, the BetChicago game lobby includes over half dozen games with a special focus on Chicago-based NFL, NCAAF and MLB games, in addition to a regular slate of NHL, MLB, NBA games.

Players compete daily and weekly for both cash and physical prizing.

All players receive customized emails for pick confirmations, results and reminders.

Finally, our BettorAnalytics optimization provides BetChicago with complete player profiles and additional actionable data for continuous optimization.

The BetChicago marketing team uses BettorAnalytics to:

  • Measure game entries
  • Quickly see which players won and how players scored
  • Measure new vs. returning players
  • Track player acquisition by traffic source

Key Features

  • F2P game lobby with 6+ new live odds games each week.
  • Chicago-focused NFL, NCAAF and MLB games.
  • Unique NBA, NHL, MMA, PGA, and horse racing games.
  • Custom 'Player Prop PLUS' games.
  • Sponsor-driven custom games for the Ryder Cup and NFL Sundays.
  • Cash and physical prizing.
  • Promotional email marketing automation and personalization.
  • Real-time BettorAnalytics reporting.

Driving Results in Q3 2018


Unique games


Leagues and Events


Weekly repeat players


Monthly player growth


Illinois-based players


Mobile plays

BetChicago Sunday Drive Free-to-Play Game
BetChicago Bet Confirmation Slip

Meeting & Exceeding Client Goals

“Chalkline knows sports betting.

The Chalkline Free-to-Play game platform enables BetChicago to engage and educate sports bettors of all levels.

They get regulation, customer acquisition and the importance of actionable data. Plus, they’re easy to work with.”

Frank Ignatius
CEO, BetChicago

BetChicago Free-to-Play Game Ryder Cup

About BetChicago

BetChicago is an Oak Brook, IL company that offers news and analysis from the world of sports betting and fantasy. BetChicago employs a team of writers that provide coverage of all major sports and their betting markets, breaking sports news, fantasy sports, and real-time odds, data, and visualizations of all leagues. BetChicago also offers free-to-play contests with valuable prizes to the winners.

About Chalkline

Chalkline Sports acquires and engages sports bettors at scale for a variety of operators and media companies. We build simple, fun, mobile-first games for sports bettors of all experience levels. Then, we measure everything and deliver actionable data to our clients.

Learn more about our BettorGames and BettorBI tools.

More Case Studies: