Filling the content vacuum with esports
Filling the content vacuum with esports
Scroll down and find out just how the Belgian Pro League and Belgian pay-television and telecommunications company Proximus connect fans, players and clubs in the coronavirus age
2,000
registrations in first hours of activation
> 3,000
matches played in just 2 days by all users
100
matches played in 2 days by just one player. This is more than 12h played daily!
Following the coronavirus outbreak, the sporting world is coming to terms with the postponement or cancellation of virtually every single major competition and event.
The absence of real sport forced the marketing and social media departments of sports teams around the world to find new ways to provide content and connect with fans digitally.
Some have turned to re-runs of classic matches, others created new games, such as the viral tic-tac-toe round sparked by Bayer Leverkusen on Twitter. Others turned to the virtual world of sport to fill the gap.
Proximus and Pro League join forces to catch fans’ eyeballs back to the clubs with esports
The gap created by live event cancellations opened the door to the virtual world. As more and more people stay indoors, esports and video games are being played at record levels. This is an opportunity for clubs and leagues to re-connect with their fans digitally by organising esports competitions.
These types of events are an easy way to introduce fans of traditional sports to esports, which may be the only competitive events not cancelled in the coming months.
The Belgian Pro League and Proximus decided to partner up and organise FIFA 20 esports competition for their fans to make up for the lack of live league matches.
The Proximus Pro League e-Cup invites fans to register to represent their favourite Pro League team in online friendlies across the course of the week in EA Sports’ FIFA 20 game.
StriveCloud provides the digital arena for the Proximus Pro League e-Cup competitions
StriveCloud provides the digital arena for the Proximus Pro League e-Cup competitions
Pro League and Proximus decided to organise online competitions for fans. But making sure the digital experience is set for success required correct conceptualisation and fast deployment on a scalable technology that simply works.
With StriveCloud, this happened in 4 steps over 1 week.
Step 1: From idea to concept
We scheduled a 1st call and turned a simple idea into a digital concept: a gamified digital experience that allows fans to register to represent their favourite Pro League team in FIFA competitions, and challenge each other and the clubs’ players directly at any time of day from the comfort of their own home.
Step 2: Making the technology work
Once the concept was agreed, in just 2 days we reimagined the fan experience into a gamified digital experience, and our development team set-up and personalised the online platform accordingly.
All fully remotely.
Step 3: Getting clubs onboard
Clubs got involved by offering some prizes for fans, and enrolling their players in competition to play agains each other and other fans.
Step 4: Promotion
Proximus created buzz by running online ads and announcing the activation in media publications.
What makes the fan experience in the competitive arena provided by StriveCloud different?
We combine behavioural psychology, motivational theory and gamification techniques to design an additive user experience.
The fan experience matter
Fans register to represent their favourite Pro League team in FIFA tournaments
Competing players are granted points and prizes to incentivise them to play more matches
As they play fans level-up their ranking and are engaged to keep playing
During the match and in the general chat competitors can meet each other and socialize
Tuesdays, Thursdays and Sundays are designated “Hotzones” when players qualify for double rewards
The clubs matter
The clubs matter
Clubs have the opportunity to connect with fans at home in times when classic competition are canceled and physical mass gatherings are prohibited
Clubs are introduced to an esports audience that was out of reach in the classical business model