INDUSTRY UNLOCKED
THE RISE OF MOBILE APPS BLURRED THE LINES BETWEEN IN- VENUE AND REMOTE FAN EXPERIENCES TO PROVIDE FANS WITH THE FEELING THAT THEY ’ RE CONNECTED TO THEIR TEAM NO MATTER WHERE THEY ARE .
fans with US $ 10 FanDuel bonus bets when the team scored more than 30 points in the first quarter . For easy retrieval , attendees received individualised redemption codes via its in-app message centre and Google Wallet or Apple Wallet . This real-time experience offered more fun and spontaneous moments for the brand to engage customers .
By integrating real-time features like Live Activities , beacons and location-based notifications , apps offer personalised interactions that keep fans engaged wherever they are . Offering dynamic updates pinned directly to users ’ lock screens during the game provides an unintrusive way to keep fans informed while encouraging more connection with an app .
During March Madness , an annual American college basketball tournament , app users who launched Live Activities experienced 600 % more app sessions compared to those who didn ’ t . We found that these features both simplified access to live content and drove more app opens and page views – proving that real-time tools can significantly boost fan engagement . By providing instant access to scores , updates and more , apps create a seamless , interactive experience that capitalises on sporting moments . share in France , the broadcaster enhances traditional viewing by allowing fans to customise their experiences to match their preferences – whether it ’ s a critical match update or an in-depth article . This combination of real-time updates and personalised content connects fans more deeply to events , bridging the experience gap between fans on-site and at home .
Leverage first-party data insights to engage sports viewers
With third-party cookies being phased out , mobile apps offer one of the best opportunities for brands to gain first-party and zero-party data to build stronger relationships with customers . Brands can gather insight on consumer preferences , needs and behaviours , especially during peak app installs periods around notable sports events . There is also a growing expectation by fans to be served relevant content , with 77 % of UK consumers , according to our Mobile Consumer Survey , willing to share their interests with brands in exchange for personalised interactions and exclusive incentives .
The shift from driving app downloads to sustaining user engagement is crucial for building long-term loyalty . France TV ’ s app
The US Open app used location-targeting to create a tailored experience ; personalised ‘ day guides ’ reached those at the event and notifications enhanced engagement for those at home . The result was over 50 % open rates for live-streaming alerts and 32 % click-through rates for last-minute ticket offers . By tailoring experiences to specific user contexts – such as on-site attendees versus viewers within driving distance of the tournament – the app ensured that its content felt relevant and valuable to each recipient .
For fans off the court , France TV leverages a suite of five mobile apps to offer personalised , real-time experiences tailored to individual user preferences . During large sporting events like Roland Garros , the Tour de France and the Olympics , the broadcaster ’ s apps offer notifications that ensure users never miss a highlight . With a 30 % audience
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