Media agency Initiative is set to re-launch its Marketing Multi platform, a competition that combines industry expert predictions and generative AI to provide a multi-market betting experience on the upcoming US Super Bowl.

The platform, which updates odds daily, allows users to place bets on various outcomes related to Super Bowl marketing trends up to the February 11 event.

To do this, Marketing Multi platform sources predictions from industry experts and combines them with generative AI to provide a multi-market betting experience that updates odds daily. Users can place bets on various outcomes related to Super Bowl marketing trends. The platform allows two types of bets: Whether an outcome will occur, and how many times the outcome will occur. Scoring is based on probability, with the final odds from each day added to a punter's daily score calculation. The highest cumulative score earns the official 'Marketing-Multi Super Bowl Ring'.

"The Super Bowl is the only place in culture people not only pay attention to the ads, but actively lean into them. As brands open their wallets to take a real punt on leaving a lasting impression, it's become a cultural litmus test for the trends that matter," says Initiative Chief Strategy and Product Officer, Chris Colter.

In 2024, the platform introduced new AI-powered 'match insights' to guide first-time betters. These insights use historical Super Bowl advertising trends and live web results to help users understand the likelihood of each outcome. The platform is open to all agencies, marketers, media owners, or anyone wanting to participate. Bets close at midnight on 7th February 2024.

"Every year we've looked to not just rerun The Marketing Multi, but evolve the experience. With these new AI powered features, it now offers a more equal playing field for people to participate and add to our already diverse winners list," said Initiative's head of communications design and the architect of the platform, Ryan Haeusler.

"While there's no actual cash for the winner, pride is on the line. So, make sure you get your selections in ASAP."