“Chalkline got Tropicana Sports’s Free-to-Play, live odds sports games up and running within weeks of the PASPA decision. This enabled the casino to get a jump on identifying and engaging potential sports bettors before the sports book was live. The platform’s flexibility and the Chalkline team’s deep industry knowledge allowed us to push the envelope with custom games, leaderboards, unique contests and prizing that kept our players engaged and coming back week after week. Chalkline should be an integral part of the go-to-market strategy for any property’s sports betting plan.”

-Chris Capra, VP Internet & Online Marketing at Tropicana Entertainment Inc.

About Tropicana Sports

Tropicana Sports is rooted in a rich history of regulated gaming. Tropicana Atlantic City has been a top destination in the state of New Jersey for the past three decades. 

Plush accommodations and over 125,000 square feet of gaming space make Tropicana AC the premier casino and resort experience on the Atlantic City Boardwalk.

Just this year, Tropicana completed over $200 million in renovations and additions. The hotel complex now includes over 25 restaurants, 25 shops, 20 bars and lounges, 4 pools and countless other amenities.

Plus, over 2,400 slot machines and 132 table games makes Tropicana AC one of the largest land-based casinos in the state.

The Opportunity Following Legalization

Following the legalization of sports betting in New Jersey in June of 2018, Tropicana AC recognized several massive opportunities:

  • 1. Launch a “Sports Betting Front Door” at Tropicana Sports during the rollout of their live sports book.
  • 2. Engage and educate fans with fun, localized sports betting games.
  • 3. Collaborate with operations, marketing and compliance to ensure program success.

Tropicana’s Free-To-Play Approach

In June 2018, Tropicana AC partnered with Chalkline Sports to deploy Tropicana Sports, a free-to-play sports gaming platform that would help identify, engage, and acquire potential customers prior to sports book launch. 

Chalkline’s fun, simple Bettor Games functioned as the aforementioned “Sports Betting Front Door.”

Our turnkey solutions gave Tropicana Sports the freedom to bring customized, regionally focused games to their customers, increasing both site traffic and depth of player engagement.

Key Features of Tropicana’s F2P Games

Tropicana Sports’s free-to-play strategy included:

–   F2P game platform for email and mobile number capture

–   MLB, NFL, NBA, MMA, NHL, WWE and PGA games driving regional interest in NJ, PA, NY and DC

–   Bettor Education programs and property-based prizing

–   Multi-sport, multi-odds games

–   Featured ‘Leaderboard Games’ to drive repeat play

–   Custom audiences for low-cost Facebook ad campaign

–   Promotional email marketing automation and personalization

–   Retail solutions to capture ‘unknown patrons’.

Tropicana Q3 Scorecard

The partnership between Tropicana Sports and Chalkline was successful, proven by the results generated by the free-to-play campaign:

–   60+ unique games

–   74% mobile engagement

–   77% players from NY, NJ, and PA

–   158% Monthly player growth

–   72% repeat players

–   45% email open rate


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