Keeping Fans in the Game: The Power of Gamification for Enhanced Sports Viewing Experiences

With timeouts and commercials, a 48-minute basketball game can easily stretch into a two-and-a-half hours affair. And that’s just an individual game. Sporting seasons themselves can feel incredibly lengthy, especially in the case of certain American sports. Basketball for instance has faced ongoing debates regarding the need to shorten its season, and baseball’s season comprises an astonishing 162 games.

This all adds up to huge fan commitment and even in the comfort of their own homes the attraction of an afternoon sitting in front of sports on the TV can wane. Sports leagues and broadcasters face the challenge of keeping the fans’ interest in a world full of distractions – especially the attention of the younger demographic so attractive to advertisers.

Research suggests that there has been a decline in the percentage of sports being watched through cable and TV in the US, particularly among Millennials and Gen Z fans. While 75% of sports are still consumed via traditional TV, this figure drops to 61% for Millennials with even fewer Gen Z fans tuning in, indicating a shift in viewing habits.

Instead, the desire for personalized experiences and the flexibility to watch sports anywhere, anytime, has fuelled the growth of streaming applications. According to Deloitte, a quarter of fans say being able to customize their viewing experience is a priority when making viewing decisions. To play a significant role in catering to this demand, we’ve seen experimentation with various gamification elements such as watch parties, polls, live game chat, emojis – and the list goes on.

Notable examples include the 2023 Formula One season’s ‘ride along’ option via the Sky Sports app. Fans were provided with a live feed of their favorite driver with access to their conversations with their engineering teams. Similarly, the NBA’s Los Angeles Clippers offer an up-close viewing experience through ‘ClipperVision,’ offering enhanced player and game insights.

This desire for immersive interaction has several catalysts, including the crossover between sports and gaming enthusiasts. For instance, soccer-focused games are incredibly popular – in the six months since its launch, FIFA’s console game FIFA 22 garnered more than nine million players. Used to a hands-on, managerial role in their gameplay, it’s only natural that sports gaming fans would seek the same kind of involvement and insights when it comes to watching live events, too.

It’s not because fans’ attention spans are shortening, it’s just that they’re becoming ‘multi-focal’ – they want enhanced experiences and the ability to better access their favorite teams, players or athletes. And these interactions aren’t just ‘nice to haves’ for streamers, sports rights owners, and clubs. Engagement equals attention and this is what streamers are selling to brands via sponsorship and advertising packages.

The fusion of user data, including viewing preferences, engagement patterns, favorite players, and teams, with real-time, in-play information can take the potential of gamification to another level. By tailoring gamification elements dynamically to each individual, the sports viewing experience can become so much more impactful. Real-time data can recognize when a game becomes tedious and offer ways to enliven the individual experience, such as celebrating player milestones or engaging in predictions about the game’s outcome (without involving in-game gambling).

The thrills, competition, and community fostered by gamification can encourage viewers to stay connected with their screens, an essential factor during long sports seasons. OTT platforms don’t have to embrace overly complex technological solutions like augmented reality to deliver this engagement. Interactive polls, challenges, rewards, and purely social interaction all create a more immersive and participatory environment for viewers.

Even by simply offering targeted products or experiences based on viewers with high engagement or based on what is happening in the game, you can discover optimal moments for upselling and revenue-generating opportunities. Conversely, if a user’s interest wanes, the solution might suggest a consolidation price or discounted items to rekindle their enthusiasm and keep them connected to the experience. From merchandise to fan experiences, there are myriad ways gamification can both deepen and broaden the relationship with the viewer and take advantage of opportunities that are currently vastly under-explored.

But we should remember that at the heart of it all is the sports experience. Whether it’s the European soccer Champion’s League Final or the final of the High School Football National Championship (yes, streaming is a growing trend showcasing the US’s 1.1 million active high school football players), gamification should not obscure what the fans are really there to see.

Successful gamification is a process that is smartly tailored and continuously iterated based on engagement and feedback. With deep personalization, sports brands can increase retention, open new revenue streams, and deliver an experience that is a win for fan, platforms and sports teams alike.