Lottoland — "Yeardle": Off-Page & Digital PR.
Lottoland tasked 72Point with creating something interactive that had broad appeal for news coverage and was backed by real world research. Jumping on the Wordle-driven trend for daily browser games, the result was Yeardle – a "guess the year" game hosted on Lottoland's own site.
The game gave journalists and sites a genuine reason to link to Lottoland directly, rather than the more common approach of chasing links to a standalone microsite. That distinction mattered: the links earned were of meaningfully higher authority than Lottoland's existing average, while also sending a new stream of visitors straight to their own domain.
115 new links and 107 pieces of coverage later, the average domain authority of those links came in 82% higher than Lottoland's existing backlink profile – and the majority were genuine follow links, not the low-value nofollow mentions campaigns like this often settle for.
What this covered
- Concept & Build An interactive "guess the year" game designed to be newsworthy in its own right, hosted directly on Lottoland's site so all earned links pointed at the primary domain.
- Outreach & Coverage 107 pieces of coverage and 115 new links secured through targeted media outreach, in a regulated (gambling) vertical where placement quality matters as much as quantity.
- Authority Uplift Average domain authority of earned links 82% higher than Lottoland's existing profile, with follow links (52) outweighing nofollow across the campaign.