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Caesars Sportsbook & Casino will launch a nationwide truck tour, Caesars announced today, featuring an 18-wheeler traveling across the country.

The fan engagement campaign will feature the truck stopping at sporting events and Caesars destinations to “provide unique fan experiences fit for a Caesars,” the company said in a press release.

“Providing customers with memorable experiences and treating them like royalty remains a key emphasis for us,” said Eric Hession, President of Caesars Digital, in a statement. “The Caesars Sportsbook & Casino Truck Tour is an exciting chapter in our story as we shift our marketing focus to a more localized and targeted approach in our second year.”

Caesars, along with much of the rest of the gaming industry, has come under increasing pressure from stock markets as digital gaming ventures lose hundreds of millions of dollars annually, largely through promotions and other marketing costs. Caesars at one point offered $3,000 risk-free bets for new users in New York.

Company officials have said these marketing costs are necessary to attract – and ultimately retain – high-value, long-term customers. Like major competitors such as BetMGM, DraftKings and FanDuel, Caesars has said it is now prepared to wind down promotional, marketing and other player acquisition costs as the regulated US gaming market matures.

Many leading sportsbooks, including Caesars, have targeted the fourth quarter of 2023 for profitability for their respective digital gaming divisions. FanDuel has so far reported the only profitable quarter among major US online casino gaming and sports betting operators, doing so in the second quarter of this year.

Caesars offers its online sportsbook in 19 of the more than 20 states with legal mobile wagering. Along with New York, Caesars has also launched its mobile sportsbook in Louisiana and Kansas since last year’s NFL season opener and could go live in Maryland, Ohio and Massachusetts by this upcoming season’s Super Bowl.

Caesars Digital President Eric Hession: “The Caesars Sportsbook & Casino Truck Tour is an exciting chapter in our story as we shift our marketing focus to a more localized and targeted approach in our second year.”

Caesars completed the integration and rebranding of the former William Hill digital ahead of last year’s NFL season. Since then, the company has held fourth-place US sports betting market share by handle, behind its three aforementioned competitors.

Wednesday’s truck tour announcement reaffirms the company’s commitment to targeted marketing efforts instead of the blanket free bets and other promotions from last year’s football season. The Caesars Sportsbook & Casino Truck will debut on Sept. 19 in Orchard Park, New York for the Buffalo Bills’ home opener against the Tennessee Titans on Monday Night Football.

The truck features 1,000 square-feet of space as well as production and podcast studios. Peyton Manning’s Omaha Productions will play a “key role” during the tour, according to the release.

“The team at Omaha could not be more excited to hit the road with our friends at Caesars this football season,” Manning said in a statement. “Alongside Caesars, we’ve designed an unforgettable live experience that is sure to delight sports fans across the country.”

Along with the partnership with Manning, who co-hosts a weekly “Manning Cast” commentary program along with brother Eli during Monday Night Football, Caesars has signed former ESPN personalities Trey Wingo and Kenny Mayne as part of its broader marketing efforts. Wingo, Mayne and “featured guests from Omaha Productions” will appear on the tour, according to Caesars.

The truck tour will stop at other legal sports betting states throughout the 2022 football season, Caesars said in a release. The tour will conclude in Glendale, Arizona, ahead of Super Bowl LVII on Feb. 13, 2023. Arizona will be the first state with legal statewide mobile sports betting to host a Super Bowl.

Caesars has naming rights to the Caesars Superdome in New Orleans, Louisiana home of the New Orleans Saints and host to Super Bowl LVIII in 2024.

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