C More Sports, a Scandinavian pay TV company, won the rights to air the Norwegian Tippeligaen from the 2014 season onwards. Previously the league was shown free on national TV so the change to a subscription model was seen negatively by many fans. C More Sports approached Faversham & Moss to find solutions that demonstrate that they were enhancing the fan experience.
C More Sports was well positioned because it was promoting the entire league and not just an individual club. It also had a strong content programme through exclusive access to each club and match. This meant that C More Sports was in a place where they could become a facilitator for fans to show support and get rewarded for their commitment.
The strategy was to create a digital product that aggregated this exclusive content, provide deeper levels of two-way engagement between fans and their teams, and reward fans for showing their support.
‘Sports Broadcaster’ is a web application with gamified content and tasks that allows fans to compete collectively against other teams to see who are the best supporters. Gamification is the application of game techniques (e.g. points, prizes, and levels) to non-game environments. Users earn points the more content they consume and tasks they complete. The more points they accumulate the more rewards they unlock for themselves or for all the fans of their team.
Results during the beta period have been very positive with high registration conversion rates and repeat visitors. A full product roll-out has been commissioned for the start of the 2015 season. The goal of the new season is to trial various monetisation features to generate direct revenue streams.