OLG has joined forces with Corus’ So.da division and Twitter for OLG Game Plan, an interactive digital sports betting series that launched this week.

Each episode is 15 minutes and hosted by Ashley Docking and Brad Smith (pictured above), available on the OLG and Proline Twitter accounts, as well as an OLG online hub. The show delivers sports analysis to help fans make their picks when playing Proline, as well as weekly interviews with figures from the sports world, plus interactive content. The first episode is an in-depth look at this year’s Super Bowl LVI and includes predictions and an interview with former San Francisco 49er Joe Montana.

There are also a number of cross-platform elements to help promote the series, including shorter weekly three-minute Pro Picks episodes, host updates, social videos and a full Twitter media plan with multiple elements, from polls to conversation card ad units and post formats. Overall, the companies plan to create over 800 individual pieces of content through the series’ initial run.

The series was brokered by Corus Entertainment, Twitter and OLG’s media AOR Mediacom. There’s no firm end date for the series thus far, but it will run until at least June 2022.

Dervla Kelly, SVP of marketing and So.da at Corus Entertainment, notes that the sports betting space is “exploding,” and a branded content series like Game Plan “elevates the experience” for sports fans and drives more meaningful engagement.

Since single-sport betting was legalized, a number of new entrants have gotten into a category in which Proline was previously the dominant option. OLG has responded with marketing that reinforces Proline’s history and trustworthiness; David Pridmore, OLG’s chief digital and strategy officer, says this series builds on 30 years of sports betting history to take its customer experience “to new heights.”

OLG Game Plan is the tenth custom content series developed under the Twitter Originals Fueled by So.Da branded content program, which has previously included work for the likes of Kraft-Heinz, Amex and Samsung. It is So.da’s first always-on sports series, Twitter’s first brand-led sports betting show in Canada and OLG’s first-ever sports program.