Play Alberta

Situation

Play Alberta, the province’s only regulated online gambling platform, set out to connect with Albertans in a more meaningful way across both digital and in-person channels. The goal was to bring their online experience to life, creating something that felt just as fun, engaging, and responsibly grounded as their platform.

They partnered with us to explore how to reach an 18+ audience authentically, deliver a memorable brand experience, and create an activation that truly reflects the Play Alberta brand to a higher standard.

Approach

We developed a permanent, always-on brand experience designed to live inside two of Alberta’s most iconic venues.

Leveraging Play Alberta’s partnerships with the Edmonton Oilers and Calgary Flames, we brought the Winning Lineup Wheel to life as a fixed installation at Rogers Place and the Scotiabank Saddledome, creating a consistent and recognizable presence at every game.

At the centre of the experience is a custom-built, three-wheel feature unit where fans spin to match symbols and unlock prizes and contest entries. The mechanic is simple, intuitive, and high-energy, designed to draw crowds, encourage repeat participation, and keep engagement moving throughout the event.

As a permanent installation, the activation becomes part of the game-day environment rather than a one-time interaction. It gives Play Alberta a dedicated, high-traffic touchpoint to consistently connect with fans in a way that reflects the brand while operating within a regulated space.

Supported by a trained ambassador team that manages flow, compliance, and engagement, the experience is seamless and built to deliver long-term brand impact across both markets.

Execution

Our team manages everything from concept to execution. We onboard, train, schedule, and handle payroll for brand ambassadors, ensuring they are well-prepared and bring strong, consistent energy to every interaction. We coordinate seamlessly with the Oilers Entertainment Group and the Calgary Sports and Entertainment Group and oversee setup and teardown to ensure a smooth, efficient operation every time.

Outcome

Each activation, operating on NHL home game days, consistently draws strong engagement and measurable impact. On average, the experience reaches approximately 400 fans per game, with over 200 participants opting into email marketing. Each game also features multiple high-value prize moments, with an average of 4 jerseys awarded.

Beyond on-site engagement, the activation drives a noticeable lift in platform sign-ups during and immediately following games, demonstrating its effectiveness as both a brand experience and a conversion driver.