NFL GAMIFICATION TO REVOLUTIONISE FAN ENGAGEMENT
The gamification of the NFL is further proof that traditional means of engagement is no longer satisfying
On the surface, the gamification of the NFL’s website isn’t that surprising. The MLB has already been gamified, and the techniques used are fairly standard – points, badges, leader boards, etc.
However, one shouldn’t be too quick to write this off as yet another member on the gamification bandwagon. There are several key differences in the NFL’s gamification approach, and the fact that sports – which boasts fans that are literally fanatics – have been gamified, says a lot about the current state of media and customer engagement.
What Makes NFL’s Gamification Different
One of the most refreshing and important aspects of the NFL’s gamification is the fact that the rewards given for interacting and engaging with the website’s content are not just vanity points.
There are plenty of badges that do little more than highlight an achievement, that’s for sure, but the points earned can be exchanged for real-world items – NFL merchandise, discounts, and opportunities to win other prizes, even tickets.
By doing this, the NFL is putting a real value on engagement. Their fans don’t just get bragging rights for reading articles, watching videos, and participating in discussions – they’re paid back with actual goods.
Onboarding is a Key NFL Strategy
Additionally, the gamification of the NFL’s website provides a unique and incredibly accessible way to onboard new members. Anyone can begin earning points before they even register, though these points are lost if registration is never completed.
In this way, the NFL is allowing customers to experience gamification without committing any time or energy to it – if they like it, they can continue, if not, they haven’t wasted any time.
Perhaps most importantly is the integration of gamification with the mobile version of the website. Considering the fact that mobile browsing is rapidly overtaking other platforms, this was a smart move by the NFL.
Why the NFL’s Gamification Matters
It should be pretty obvious. The NFL, and most other major league sports, has a fanbase that most would already consider to be highly engaged. Why then did they decide to dish out the money for gamification?
The NFL’s decision makes it clear that customers are no longer satisfied with traditional means of engagement. They want a social experience where their efforts are quantified and rewarded with actual merchandise. The engagement economy is here and the NFL is making sure it isn’t left behind.