Released on: April 23, 2008, 5:17 am

Press Release Author: Ambergreen

Industry: Internet & Online

Press Release Summary: Sportech, owners of the British sporting institution,
Littlewoods Football Pools, is bringing the pools to the web, its rightful home.

Press Release Body: The original pools concept is based on community, shared skill
and knowledge, making the internet the perfect media on which to introduce the pools
to a new generation.

Rebranded as the New Football Pools, it is the UK's only football pools game and
Sportech aims to position it as the number one football prediction site introducing
it to a younger audience of 'fantasy football' fans as a test of skill to be played
against friends and colleagues.

As the phenomenon of social networking intensifies and social media optimisation
advances, Ambergreen has been appointed to lead the ongoing online campaign.

The agency will first lay solid optimisation foundations, ahead of a multi-million
pound 'through-the line' advertising campaign launching the New Football Pools this
summer. Supporting its online position the New Football Pools' profile will be
boosted by a deal with Ladbrokes to distribute the game in 1,700 betting shops.

Sportech's acquisition last year of Vernons Pools, makes the New Football Pools the
only pools game in the UK. The company now aims to leverage the heritage of
Littlewoods Pools and put the pools back firmly in the heart of the football
community.

Tino Nombro, Ambergreen MD explains: "The internet is the natural home for the
pools. If the pools didn't already exist, it would surely have been invented by
fans online. Community thrives in the evolving digital environment of social media.

"And the pools has such a strong heritage within the football fraternity it will be
fascinating to see how we can open it up to a new audience already primed to receive
it. Our aim is to put the pools back in the heart of the football community."

Ambergreen's strong track record and deep understanding of the gaming industry
combined with its pre-eminence in search engine optimisation made it a natural
choice for Sportech's new online team, brought into re-invigorate the brand.

New Football Pools is using new technology to make the pools easier and more
enjoyable to play. The online re-launch this summer will include pod casts, an
online magazine and new games based on Premier and Champions Football League
fixtures, targeting the true football enthusiast who will see the New Football Pools
proposition as a test of skill and knowledge.

The campaign faces a number of challenges. The launch of the national lottery ten
years ago had a significant impact on Littlewoods Pools, as it was then. Since 1994
the number of people playing has fallen from 10 million, one in three of the adult
population, to just 700,000 a week.

The football environment is saturated with information sources and the New Football
Pools faces stiff competition from news, sport and gaming sites. By retaining the
core values of the traditional pools but incorporating modern technology and
understanding today's social behaviours, Sportech aims to differentiate it from all
the other sites by positioning The New Football Pools as the number one football
pools based prediction site.

Dominic Starkey, Littlewoods Gaming Head of Online Marketing comments: "Online
gaming is one of the most fiercely competitive markets and denied paid search, a
robust and sophisticated organic search strategy is absolutely vital to succeed in
this aggressive sector.

Organic search is critical to online gaming and Ambergreen has the best search
marketers in the UK. Plus, they have a proven track record of success in the online
and gaming sector. I have worked with Ambergreen before and I like the way they
work. They are honest, trustworthy and they get the results."

Ambergreen will conduct rigorous market research, including keyword research and
demand, competititor research and link analysis. This combined with their market
knowledge and experience makes Ambergreen well equipped to create a powerful online
strategy. Social media optimisation will be a big part of this. Ambergreen will
optimise the new content management system currently in development. The campaign
will also target the insatiable overseas interest in English football, seeking to
attract new players in eastern Europe and the Far East.

Founded in 1923, Littlewoods Football Pools was the first pools game in the UK. The
game is based on predicting the outcome of top-level football matches set to take
place in the coming week.

Through its links to football, including ongoing contributions to the Football
Foundation, Littlewoods Pools alone has given back over £600 million to the UK\'s
national game. The New Football Pools will continue this tradition as the only
gaming community where every player gives something back to the game of football.

Web Site: http://www.ambergreeninternetmarketing.com/

Contact Details: For more information contact Sarah Lee :: 0131 225 3875 ::
sarah@hottinroof.co.uk