Transforming Betting Experience Together with ATG

Since 2018, our team has partnered with ATG to transform Sweden’s horse track and betting experience. What began as a three-year plan to modernize arenas has become a long-term, close-knit collaboration.  

We’ve journeyed from analogue to 100% digital betting — without losing the thrill of the race. Through brand and communication strategies, creative campaigns, staffing, training, events, and on-site activations, we’ve helped guide visitors into the future of betting while keeping the magic alive.  

Full-scale partnership from strategic planning to executions

• Nationwide campaigns, from POS to large-scale events  

• Training and staffing for every horse track and betting store all over Sweden  

• Introducing hosts to elevate the visitor experience  

• Creating The Betting Guide – an interactive tool to teach digital gaming  

• Turning hesitant gamblers into confident digital players  

Our joint process with ATG is all about partnership: constant dialogue, shared goal-setting, and adapting to both short- and long-term needs. As a result, we achieved a seamless transition, happier visitors, and a stronger ATG brand.