Case Study: Tipico wins Ohio sportsbook market with Code and Theory

Tipico drives 40K registrations in one month with Code and Theory

Tipico, a sportsbook with European roots, faced the challenge of entering the competitive and newly legalized Ohio sports betting market as a virtually unknown brand. Their ambitious goal was to break into the top five. They engaged the digital-first agency Code and Theory as their AOR to lead an integrated campaign for market launch.

Code and Theory's solution harnessed AI, specifically using ChatGPT, to rapidly develop detailed audience personas by analyzing local social media and culture. This informed the "Bet Like You're From Ohio" campaign, which used hyperlocal messaging and creative across digital, social, traditional, and partnership channels. The campaign significantly exceeded goals, driving 40,000 registrations in one month (57% of the annual target), achieving a 32% share of voice in Ohio, and winning a Drum Award for Best Use of AI.

Tipico