It pays to experiment with Dream Team

Launching on July 20, the biggest commercial fantasy game in the UK starts the 2016-17 Premier League season with an exciting new native football app and in-game features.

As Leicester’s performance in this year’s Premier League shows, nothing in football is predictable. So this year, The Sun’s Dream Team are inviting their Fantasy Football fans to be a little more experimental with their team selections and back the next Jamie Vardy to score big this season.

The new and improved game, with a prize fund of £1 million, continues to enhance The Sun’s rich football heritage, as this season’s Dream Team is set to spark football conversations across the country.

New features in the revamped game mean you can pick unlimited teams, make more transfers and even wager against your mates.

The brand spanking new app will also improve performance and usability for players and advertisers. Dream Team are focusing on helping brands integrate relevant, engaging branded content into the fabric of the game. The updated app now has prominent ad space to ensure high viewability for advertisers.

A new fantasy match centre will also be phased in for users. This will be equipped with up to the minute match updates, with player’s fantasy points and Dream Team ratings updating as the match progresses. The app will also feature exclusive Premier League clips and key match moments.

Last year more than 1.25million managers signed up to Dream Team, making it the biggest commercial fantasy football game in the UK, with the Facebook page now boasting over 1.8million likes.

The multi-platform It Pays to Experiment campaign, created by in-house agency Pulse, will span email, social, press and display across mobile, tablet and desktop. On social it will feature exciting content including Snapchat takeovers with Dream Team top talent and Facebook Live videos for the next two weeks, using the hashtag #Itpaystoexperiment as part of the campaign launch.

There will be support in paper and online, weekly editorial articles, and front and back page support throughout the campaign.

In a Dream Team first, there will be an engaging element for managers and the high-value Chairmen segment, in the form of personalised videos, encouraging them to recruit their mates.

Kate Bird, Marketing Director, News UK Betting and Gaming, said:

“We love to have a bit of fun on Dream Team, and this campaign opens the season with something that is just that. Our new app and online features also make it even more effective to advertise on our platforms. It Pays to Experiment is by far the most sophisticated multi-channel Dream Team campaign we’ve ever run, encouraging our managers to try something new this season. We’ve also experimented in the creation of the campaign and our personalised communications to our most valued Dream Teamers.”

Harry Burt, Dream Team General Manager, said:

“Dream Team has an enviable off-platform reach of nine million people a day on average, and a deep engagement within a hard to reach demographic of 18-30 year old males. The game continues to be the the best in class, with continued growth of our fanbase and ever engaging content. For our advertisers, the new app offers ample and creative opportunities for them to connect with our audiences.”

Danny Josephs, Pulse Creative Managing Director, said:

”Who doesn’t like trying something new? We know our audience does and with all the new features Dream Team has this year, this has made the campaign great fun to work on.”