SilentManager agrees 3 game deal with leading Spanish Sports Paper, Deportivo Mundo

Deportivo Mundo , leading Spanish daily Sports Newspaper has launched the first of three sporting fantasy games with UK based fantasy sports game specialists SilentManager. The campaign makes Deportivo Mundo one of the first Spanish Sporting newspapers to implement a fantasy game campaign as a deep-seated long term branding strategy.

The 3 year partnership is part of an on-line strategy to use the fantasy campaign as a key traffic generator, attracting new users and building brand awareness. The community websites also act as a key revenue generator through sponsorship and advertising placements. The multiple game campaign expands across 3 huge sporting events; starting with Formula 1 2009, Champions League 2009/2010 and climaxes with World Cup 2010.

By using the fantasy medium as an innovative marketing retention and communication tool Deportivo Mundo expect to be able to create a genuine community feel and buzz surrounding both the events and the brand over a sustained period of time. Given the popularity of sport within their readership the decision to adopt the fantasy campaign is almost a given as it taps straight into their target audience.

The fantasy campaign works virally to ensure the existing target audience are engaged and new customers are reached. Each game follows a similar easy to play format but will be based across the different sporting events. They all follow a typical fantasy gaming experience but a custom league structure means that users can compete both in an overall league, in their own club supported league and in a personal league against friends.

‘It is evident to us that Fantasy games continue to have a huge presence amongst a wide variety of audiences and work affectively within different sporting genres as a long term campaign.’ comments Sarah Wildman-King, Head of Operations at SilentManager.

For SilentManager, the 3 year deal with Deportivo Mundo harnesses how across the globe fantasy games are not a 'fad', but are increasingly is becoming a staple part of the consumer’s activity on-line.

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Kim Steggles


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