Case study | ACT Brumbies
The ACT Brumbies, a super rugby team based in Australia, were looking to enhance their in-game fan engagement with arcade games and provide a new layer to their venue based offering.
We embarked on creating a Brumbies branded endless runner game which elicited some very positive results. We collaborated with the app development partner Tiparra to embed the game into their app for a seamless user experience.
Objectives
The Brumbies were aiming to achieve a number of objectives with the arcade game activation.
- Drive more in app engagementThe Brumbies wanted to test if arcade games could provide more engagement during the match, such as between gameplay.
- Add new layer in match day fan experienceThe Brumbies wanted to explore other avenues to engage fans during the match, to provide more value to the matchday experience.
- Test appetite for arcade gamesWith arcade games not being tried before, the Brumbies wanted to see if games were something fans would interact with, particularly their younger demographic.
The Activation
The Brumbies created an arcade game branded to their team colours and theme whilst integrating it seamlessly into the mobile app (created by Tiparra).
- Branded arcade game targeted to their usersWe helped generate a quick and fun branded game that was designed to facilitate simple engagement with their core user demographic.
- Embedded into the Brumbies appWe used a simple iframe to embed the games into their mobile app, completed in a matter of minutes.
- Organic activationUsers found the game organically via the home screen of the app, without any marketing effort from the team.
The Results
The Brumbies were able to generate positive data driven and anecdotal results with their game, without any promotion or prizes attached to the activations.
- 900+ games played (11% of crowd attendance)
- 5+ games played per user on average
- Top players playing up to 20min session time
- 90% click to play conversion rate
- Anecdotally teenage crowds playing game throughout the match