In a move aimed at raising the profile of its flagship Lucky7 game, the Racing Post has announced a deal with William Hill and free-to-play sports-game specialist SportCaller.

William Hill’s affiliate team was said to be ‘instrumental’ in putting the partnership in place as a means of driving acquisition within a targeted, fertile base of racing fans.

Lucky7 is a weekly free-to-enter competition in which players compete for a prize pot of up to £100,000 by selecting the winners of seven televised races every weekend on ITV Racing. If the jackpot isn’t won, the top entry each weekend still scoops a £1000 consolation prize.

The game was initially rolled out in 2017 in conjunction with William Hill, where it accelerated account acquisition and increased betting activity for clients. Lucky7 now aims to repeat the feat, leveraging its core retention strengths across all Racing Post’s digital services.

Lucky7 has been customised by SportCaller to drive retention across all platforms, boosting the user experience on a sport which historically has a huge impact on UK revenues. This free-to-play game is available via desktop and mobile, and also as an app via Google Play and the App Store.

SportCaller Managing Director Cillian Barry said: “Having worked successfully with William Hill on Lucky7 over the past two years, we are now thrilled to expand the partnership with Racing Post, whose brand and audience represents a perfect fit for this game.

“It’s so gratifying for our games to have been integrated by two household names so intimately connected with horse racing. After all, it’s a sport which was our first love at SportCaller, having created the original free-to-play jackpot game with Sky Bet and Channel 4 Racing way back in 2014.”

Tom Warren, Online Marketing Director at William Hill said: “We’ve already seen that Lucky7 goes straight to the heart of account-acquisition and retention, with its intuitive nature and logical gameplay having a very broad appeal amongst our customers.

“Joining forces with Racing Post will help take the game to the next level, and the prospect of bringing it to such a passionate and enthusiastic audience is very exciting. The game will be in good company, sitting alongside the rest of Racing Post’s top-class stable of content.”