Analysis

Why you should invest in your owned and operated properties? By Genius

Wednesday 05 de April 2023 / 12:00

⏱ 1 min read

(London).- Sports fans have never had access to more content in more places. From highlights to match centres, behind-the-scenes videos and interviews, fans are provided with 24-seven content before, during and after games to meet the never-ending demand for sports content.

Why you should invest in your owned and operated properties? By Genius

With third parties increasingly satisfying fans’ content demands, leagues, clubs and federations are losing ownership of their audience’s digital engagement. The less time a fan spends on a league or club’s digital properties, the less valuable they are to that rights holder or their sponsors.

Taking ownership of the fan journey starts with investing in their owned and operated platforms, particularly their web and app properties.

To build consistent touchpoints with fans on their platforms, a growing number of sports are turning to gamified interactive products, such as fantasy and prediction games, digital collectibles and the gamification of video content.

These integrated solutions give fans a reason to keep returning to a league or club’s owned-and-operated properties by giving them the chance to test their knowledge, compete against friends and fans worldwide, and try to win prizes. This drives digital retention and loyalty, creating a greater engaged set of known fans that can be eventually monetised through paid channels.

Last month saw the launch of the updated version of Super Rugby Pacific Tipping, asking fans to predict the winner of every match and compete with friends and rugby fans worldwide. This game has seen a 60% increase in total users compared to its launch season, enabling Rugby Australia and New Zealand Rugby to bolster their owned and operated platforms, drive fans down their marketing funnels and gain valuable insights into their audience.

Categoría:Analysis

Tags: Sports Betting, betting software, Genius Sports Group,

País: United Kingdom

Región: EMEA