AFLW beats sign-up targets by 2x
The Brief
The Australian Football League (AFL) and its digital partner Telstra set out to unlock the full potential of women’s football. This included building on its existing digital engagement strategy to raise the profile of AFLW and grow its fanbase.
1.
Build a fantasy football platform
to gamify women’s football further.
2.
Maximise user experience with integrated team and player stats.
3.
Integrate with the AFL’s
existing system including
a single-sign-on-ID.
The Challenge
AFL and Telstra wanted to enhance the fan experience further, building on its existing Tipping game by adding a new fantasy element to power the full fan journey.
This involved designing a game format to attract and educate new fans while deepening engagement for avid, loyal supporters.
The Solution
Genius built a custom fantasy game as well as a predictor, allowing fans to compete against other AFLW fans in leagues and leaderboards.
The game included team and player stats to enable fans to track and select picks, whilst creating new digital inventory for AFL sponsors – including Toyota. This was built within the AFL’s digital setup.
The Result
AFLW’s fantasy and predictor beat its registrant and engagement targets by double.
30,000+
player sign-ups were supported by fantastic prizing including a Toyota Corrolla Cross as the Grand Prize.
60%
of users are aged 29 or younger.
1/3
of users have opted-in.