Toronto-based iGaming and sportsbook operator Rivalry has signed a strategic deal with Basketball Forever. The two will launch a multi-platform campaign to several global markets during the 2024 NBA Playoffs.
This campaign was developed with Gen Z basketball fans in mind. Both companies aim to reach this fanbase by creating “a range of multimedia content tailored for digitally native NBA fans who are increasingly consuming their favorite sports in new ways.”
Rivalry Global Head of Marketing Grant Flannery said, “Gen Z consumers aren’t engaging with media and sports in the same way that older generations have in the past.
“We’ve partnered with Basketball Forever to develop culturally relevant content on platforms where Gen Z fans are consuming their entertainment and positioning Rivalry’s brand deeper within NBA culture.”
The duo said it will utilize data-driven storytelling, animated shorts and social media influencers as methods to reach a younger audience.
Basketball Forever CEO Alex Sumsky briefly discussed the changes in its audience demographic and shared the company’s excitement to team up with Rivalry.
Sumsky commented, “We have a huge global audience of predominantly Gen Z basketball enthusiasts, and we’re excited to partner with a brand like Rivalry given their rapid growth over the last few years and their innovative marketing style.
“It’s something that really resonated with us.”
Rivalry has recently expanded its interactive casino platform, Casino.exe, which is home to the company’s current and future titles. The platform features four new titles, including Penalty Shootout, Bomb Squad, Wheel of Time and Courier Sweeper.
Casino.exe was designed as a virtual interface that allows users to access titles from Rivalry’s third-party casino titles within an interactive online space.
