The many uses and subsequent benefits of gamification as mentioned in the previous articles are clearly evident. Gamification has changed the face of sports marketing. Not only does it help you engage with your fans but also has the potential to generate revenue for your team even during off seasons and when the players are outside the stadium. Gamification has not only improved the experience of fans but also stem the company’s positioning in the view of the audience.
There are many ways to using gamification as a part of your strategy, as discussed in the previous articles in the e-book. The constantly evolving technology has in particular only made gamification more effective with time.
Gamification is all about execution!
Like you, other teams and sports marketers across the world also understand the various applications of gamification. This understanding has resulted in teams choosing to use gamification techniques. Unfortunately though, there are many among these teams who face challenges when trying to cash in on the benefits of gamification.
A look at the challenges faced by sports marketers!
There are varied type of challenges that sports marketers face when trying to use gamification techniques. A few challenges commonly faced by sports marketers are:-
- Lack of good content – As a marketer, not just a sports marketer, you need to always remember that content is the absolute king. If your content isn’t good enough or engaging enough then your fans are not going to be impressed. For example, if your trivia on the app of your team isn’t engaging then chances are your fans will not lap it up the way you expect them to.
- Lack of collaborative efforts – Partnering with other brands could actually help make the gamification efforts more effective. Imagine having rewards sponsored by reputed brands to further attract fans to be engaged with the app. Sports marketers lack in terms of understanding of this part with regards to gamification.
- Lack of innovation – Your fans need updates. Yes, updates! Take the creative route and present your fans with features that will have them hooked to your application regardless of it being On or Off season time. Failure to bring creativity to the table doesn’t really leave a lot of scope for gamification to ply in.
A little assistance is what Sports Marketers need…
When bogged by these challenges but with the aspiration to use gamification advance your team’s interests still intact, a sports marketer should take help from the experts. These issues and many others can easily be tackled with a tactful and resourceful partner. There are companies out there who specialize in helping companies set up and manage their fan engagement function. These are usually, technology based fan management & engagement platforms.
Having a partner of this specialty will not only help with gamification but will also open doors of possibilities for work on other things concerning the relationship between the team and its fans. But choosing a credible partner to work with in the capacity of a gamification partner isn’t an easy feat to achieve.
There are various factors that play a role each when you decide to partner with a fan engagement platform or a gamification service provider. These are factors which if ignored could, and have in the past, caused losses to a team when their marketing efforts didn’t reap benefits.
At this point, based on the assumption that you have already started to give some thoughts to the whole idea of adopting gamification as a part of your marketing machinery, we suggest you make your final call only after speaking to a gamification service provider.
To help you pick a partner who will help you make the most out of gamification and achieve marketing objectives you have set for your team, we suggest you keep in mind the following conditions and parameters. These will help you make the right decision and award yourself with better than ordinary results to say the least.
- Experience is critical – Go for an engagement platform that has experience, successfully achieving the type of objectives you have in mind. Choosing a partner that hasn’t had any good projects to its name in the past or doesn’t have experience in this domain could prove detrimental to the potential success of your marketing efforts.
- Not just any but experience with gamification – When you are looking for a partner that has done what you intend to see being done with your marketing through gamification, it is critical that you pick a platform that has experience with gamification. Only a partner with experience in handling gamification projects in the past will be of any help to you.
- Industry knowledge – Opt for a gamification service provider that is well aware of the technological as well as sports industry updates and developments. You need a partner who will be make only logical and sensible recommendations to you.
- Be careful with the pricing models – Among the companies that you review, go for one that has a variable pricing model in place of a high fixed fee cost model. Your requirements revolving around gamification could and would be highly dynamic in nature. With the changing nature of your requirements, a variable pricing model might be the best option to place bets on. This is because if one month you decide to go for fewer activities for your fans on your application and if the usage of gamification is lesser as compared to other months then you just might save your team a few bucks. A variable pricing model may also be priced based on the number of fans you wish to engage with for example. In such a case, the metrics could be well defined to measure success and to later on compare the achievements with the price initially quoted as per the model.
- Pick the best practices only – Now brands from varied fields have time and again undertaken activities that have stirred up controversy. You wouldn’t want to find yourself in a soup of this kind so it is best you hire a gamification service provider that is well versed with the best practices in your industry. So basically, you need a provider well versed with the sentiments of fans of the sporting industry and also practices deemed best in the same industry.
Eventually it all boils down to your hunch too. Pick a partner you feel will be fully committed to your cause.