It was clear Unibet’s target audience didn’t like advertising. But we knew they liked Unibet’s content; watching live streamed games on the site, getting betting tips from betting experts and Unibet’s wide range of gaming products and odds were all very popular.

Therefore, our solution was to make our enemy our best friend; to create our own version of an Adblocker which took away most ads on most sites and replaces it with content that Unibet provided. Content that we knew our target audience enjoyed. So instead of getting banners from advertisers our target group didn’t care about we created, through Unibet’s Adblocker, our own digital media universe and gave our target audience relevant and fun content that we knew they enjoyed; live streamed matches, tweets with betting insights and the latest odds.

We created the Unibet Adblocker extension and launched it on the add-on stores of the three biggest browsers; Safari, Firefox and Chrome. Since promoting it with traditional online marketing doesn’t work due to the fact 60 % of the core target audience uses Adblockers we used Unibet’s own channels – CRM, the Unibet site and social media to push our adblocker to our target group.

So far, the Unibet Adblocker have been downloaded over 5000 times, and generated business worth 20 times the total investment.