Harnessing AI to help a sportsbook newcomer win Ohio
- ClientTipico
- IndustrySports
- ServicesAI-Enabled Business Transformation
- CapabilitiesCampaign Development · Channel strategy · Audience insights · Audience segmentation · AI
An integrated launch for a sportsbook challenger
The doors to online sports betting were about to open in one of the most sport-centric states in the US: Ohio. Tipico, a virtually unknown sportsbook with European roots and a presence in two US states, had its sights set on breaking into the top five. Suddenly, it was faced with a rare opportunity: on January 1, 2023, Ohio would legalize sports betting, meaning Tipico could be a first mover in the market. Tipico engaged Code and Theory as AOR to lead an integrated campaign to capitalize on the moment and bring the brand to market. Armed with ambitious goals for awareness and acquisition, the ask was simple: win Ohio. The Bet Like You’re From Ohio campaign would go on to beat every one of Tipico’s goals, effectively harnessing AI to create Ohioan personas and campaign assets that spoke to sports fans the same way they speak to each other.
The core challenge was to build awareness and credibility fast while differentiating Tipico in a crowded category. That meant translating a clear value proposition into messaging that could resonate with Ohio bettors from day one.
Continue reading to learn how the team shaped the launch strategy and creative approach to meet the moment. You’ll see how the plan was designed to connect with local audiences and set Tipico up for a strong market entry.
Key Takeaways
Tipico leveraged AI-driven personalization to accelerate growth in a newly launched market.
A focused, Ohio-first strategy helped the brand stand out against established sportsbook competitors.
Data-informed creative and media optimization improved efficiency and performance over time.
A test-and-learn approach enabled rapid iteration, scaling what worked to support the mission to win Ohio.
Impact
Based on our pulse on Ohio sports fans and the strategic launch at the start of the new year in 2023, we activated Bet Like You're From Ohio across our audience’s entire connected ecosystem, launching custom, vivid creative through digital, social, and traditional media along within the app itself.
Beyond the media plan, we also tapped Tipico’s partnership with MLS’s Columbus Crew. Deploying OOH and in-stadium screens during key season games at home, we firmly rooted the brand in the landmarks that mean the most to local fans. Finally, we extended the campaign through league-specific fandom moments, like the MLB season opening and the Super Bowl.
Beyond the Flyover State
To earn the trust of Ohioans, we first had to understand Ohio. What became clear fast was that Ohio has a chip on its shoulder. On a good day, Ohio is viewed by the rest of the country as average; on a bad day, as a flyover state that’s the butt of the joke. And as a sporting mecca, the sports industry just views it as ‘a market’.
But its residents know there’s more to their home state than meets the eye. It’s the birthplace of the most US presidents, the NFL, modern aviation, Neil Armstrong, Superman.
So when sportsbooks descended on the state with a universal attempt to sanitize sports betting, making it feel like it’s ‘for everyone’, we ensured Tipico took a different approach.
AI-Powered Social Listening and Research
We paired our AI persona generation with research across Reddit forums, Ohio meme Instagram accounts, Facebook posts, and Twitter threads. This gave us a pulse for the rhythm, language, dreams, and nemeses of the Ohio sports bettor.
We launched the “Bet Like You’re From Ohio” campaign to speak to Ohioans the same way they speak to each other, tapping into hyperlocal art and relatable messaging that positioned Tipico as an authentic partner to bettors across the state.
Strategy, Creative, and AI-Powered Research
We brought together strategy, creative, and AI-enabled research across channels to shape the campaign and its rollout, grounding every decision in how Ohio sports fans actually talk, joke, and bet.
That integrated approach helped Tipico show up with a distinct point of view in a crowded market, setting the stage for “Bet Like You’re From Ohio” to feel authentic to the state rather than generic to sports betting.
Winning the Ohio Way
Bet Like You’re From Ohio highlighted deep-seated motivations, cultural nods, and inside jokes across the vast and complex tapestry of Ohio fandom that defines the state.
Most of all, it reflected the culture of Ohio sports fans and bettors, empowering fans across the spectrum. On a budget nowhere near its legacy competitors, we helped Tipico ultimately meet an impossible ambition — securing this newcomer as a fierce challenger to the legacy American sportsbooks.
AI-Powered Persona Development
Faced with an extremely tight turnaround, we tapped into AI using ChatGPT for persona development. A process that would often take weeks took us less than 48 hours. We created three living AI personas — Jay “The VIP Bettor”, Eric “The Ambitious Amateur”, Josh “The Social Bettor.” These synthetic humans answered our questions, and we leveraged this real-time data to better inform everything we did.
The AI personas continued to mature thanks to app and website data. The outputs proved so effective in producing what we call '4th party data' (1st and 3rd party data + AI = 4th party data) that we’ve implemented this system for all of our work ever since.
What We Did
AI-driven personalization that tailored messaging and experiences for Ohio audiences
Brand and identity rollout to establish Tipico as a credible sportsbook newcomer in the state
Persona-led messaging system that aligned creative, content, and channel execution around clear audience segments
Launch campaign tooling and activation that supported go-to-market execution across key touchpoints
Winning Ohio with AI-powered sportsbook marketing
Tipico entered Ohio as a sportsbook newcomer with a clear mission: win the market. By harnessing AI, the work focused on turning that ambition into a practical approach for reaching and converting Ohio audiences.
Tipico’s Ohio launch shows what’s possible when AI-enabled marketing is paired with a focused go-to-market push. Entering a new state meant competing fast and smart, with every decision tied to the realities of a crowded sportsbook landscape. By keeping a clear throughline from mission to delivered work, the team aligned strategy, creative, and execution around what mattered most. The result is a cohesive approach built to help a newcomer earn attention and momentum in Ohio.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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