Launching New Saturday Game with ATG

WaveCrest supported ATG to launch their new Saturday game, V85®, marking a major shift in Sweden’s horse betting landscape.  ATG (Aktiebolaget Trav och Galopp) is Swedish betting company for horse racing, sport and casino. Their betting revenue is reinvested to support and develop Swedish trotting and thoroughbred racing. WaveCrest and ATG have worked together since 2018. 

The renewed Saturday game V85® replaced Sweden’s biggest horse betting game, V75®. The launch was supported by a large above-the-line campaign and became ATG’s most extensive in-store activation to date. 

The activation toured 124 stores and racetracks across Sweden, creating strong national presence in a short time frame. WaveCrest supported ATG by developing communication materials for the launch, while the main focus was placed on the “More or Less” activation. This concept was designed to clearly and engagingly highlight the core benefit of V85: with the new game, you can win more.  

Turning “More” Into an Experience 

The primary objective of the launch was to maximise national visibility quickly, while clearly explaining the benefits of V85®. At the same time, the activation needed to create excitement and entertainment, and ultimately drive trial of the new game. The main message, “More to win, every Saturday,” was consistently reinforced through all touch points, emphasizing both more winners and bigger wins. 

To capture attention, the activation was built around a game show –inspired concept featuring a host, buzzers, and vibrant visuals. A quiz format was used where the correct answer was always “More,” ensuring that the key benefit of V85 was repeated in a playful and memorable way.  

From Engagement to Measurable Results 

The activation relied heavily on staff interaction with the public. WaveCrest’s trained staff actively engaged customers, answered questions, explained how the new game worked, and answered questions about V85®. Every participant who took part in the quiz was directed to the checkout to claim their prize, making the conversion moment both natural and effective.

The results exceeded expectations across all key performance indicators. Customer interactions reached 11,043 compared to a target of 6,500, while 7,453 customers participated in the activation against a target of 4,000.

The number of unique V85® customers increased by 22%, surpassing the target of 20%. Most notably, V85® turnover increased by 46% compared to the same store day the previous year, more than doubling the original growth target.