Betway approached us looking for opportunities around the 2020/21 Premier League season, tapping into our football fanbase and record demand for sport content. Every month over 1.4 million Irish people rely on Mirror Football for all the latest news on their favourite football team whether it's League of Ireland, the national team or the Premier League.

The game plan

In this brand new partnership, Betway and Irish Mirror have come up with a weekly predictor game that goes live every Wednesday where users can pick an anytime goalscorer in 1 of 4 selected Premier League fixtures happening that week. The game was intricately put together using first-party audience data direct from our site to attract and retain players.

The interactive content sits within a sponsored article within a dedicated area on and because the gameplay is updated weekly for the very latest fixtures, the game is further promoted through Irish Mirror’s social platforms.

The game is quick and easy to play with readers finishing in just 5 taps, putting them in with a chance of scoring €100 just for playing. As for 'the real players!' – well, they can further click-through to Betway’s site to play their popular '4 To Score' game for their chance to win €50k.

Every week, players can access the Betway ‘games room’ directly from the Irish Mirror homepage via a branded sponsorship bar plus other heavyweight display formats across our print, digital and audio suite, that push Irish users directly to the game and eventually to Betway.

“Together with Betway, we identified an opportunity to engage and re-engage our readers every week by providing them with a truly engaging piece of content. Despite being purposefully simple in its execution, the weekly game is being driven by data in both how we discover players and how we re-engage previous players.”

Alan Curley, Head of Brand Strategy at Reach.

The results (to date)

Articles on Irish Mirror containing the game embed have been viewed a total of 160k+ times.

41.6k actual game views.

On average, 227 people play the game every week with over half of the players going on to play '4 To Score' on Betway’s website.

Across the socials, game posts to date have reached well over a quarter of a million people.