InCrowd has worked with the RFL for over three years, building and developing the groundbreaking Our League digital membership platform for rugby league fans.
Launched in time for the Rugby League World Cup and Womens World Cup in 2017 with major integrations with RFLs other service providers including Tickethour, Rewards4Rugby League, FluidCM and StreamAMG, Our League has advanced significantly through every major milestone of Rugby League.
Our League members
Unique gamification participants
Increase in marketable database
Interactions with Rewards4Rugby League
Rewards points collected
The predictor was launched for the World Cup in 2017, with 7K players in just over a month. At the start of 2018 season, the round by round predictor was introduced with 12K fans taking part in the first seven weeks and in line with the RFL’s new OTT strategy, 40+ games were live-streamed in the Our League app.
As the 2019 season approached, the app was given a significant design update and Our League was introduced to rugbyleague.com. Our League now hosted 100K+ users and 60K predictor players.
In time for the 2020 season, InCrowd, The RFL and Rewards4 collaborated to introduce an advanced push notification integration into the already successful Rewards4Rguby League rewards scheme that would deliver messages specific to the individual Rewards4Rugby user, driving up gamification participation by 128%.
On the brink of a Rugby League Rugby Cup takeover of the app, Our League membership currently sits at 227K.
The Rugby Football League (RFL) approached InCrowd to realise their long term ambitions to build a world-leading digital membership platform for spectators, viewers and participants of rugby league alongside a new OTT strategy.
In addition, they wanted the platform to help solve marketing challenges directly linked to limited data & direct digital channels.
Solution & Success
InCrowd recognised the need of The RFL to produce a best in class engagement solution, built with fans first in mind, that would also deliver commercial opportunities with new partners & provide deeper fan insight to facilitate the growth of the game for The RFL, at all levels… And OUR LEAGUE was the result.
Our League was introduced in time to deliver priceless experiences for fans during the 2017 Rugby League World Cup (RLWC2017 including a match predictor that saw 7K players over the competition. Thanks to integrations with many of the RFL’s partners including Tickethour, Rewards4 Rugby League, FluidCM and StreamAMG, fans were able to fully immerse themselves in the men and women’s world cup tournaments for free.
Work was then extended to the 2018 Rugby League season. In the first seven weeks of the season, Our League saw nearly 12K participants in the Betfred Super League round by round predictor game and consistently received 3,000 – 4,000 Betfred Man of the Match votes, thanks to InCrowd’s first live broadcast participation TV initiative with Sky Sports.
In line with the new OTT strategy, 40 matches were live-streamed on the platform and membership went from 0 to 85k in a single year, growing the marketable database of RFL by 60%, with data revealing that new digital members were generally around 14 years younger than the average audience, creating a connection between the governing body & the next generation of rugby league players & fans.
Work continued to further improve the Our League platform ready for the 2019 season, including integration into the RFL website. In Jan 2019, a new look app was launched after feedback sessions with fans and planning began on upgrading the Rewards4Rugby League points system.
The membership platform now boasts nearly 227K registered members and 89K unique predictor players. Our League also has the ability to cast live streams and live stream multiple games simultaneously. The app includes a content preference centre giving The RFL the ability to further personalise user experiences, and deliver greater ROI for themselves and their partners.
Our League will be taken over by the Rugby League World Cup during October and November delivering World Cup Content and activations to an already highly engaged audience and introducing new fans to the platform.
Rewards4Rugby League enhancements
During the 2018 and 2019 Betfred Super League season, nearly 27,000 predictor players won a combined total of £70,000 worth of Rewards4Rugby League points, from this single touchpoint. In time for the 2020 season, InCrowd, The RFL and Rewards4 collaborated to integrate an advanced push notification integration that would drive further engagement with the Rewards4Rugby League platform by sending messages specific to the individual user’s Rewards4Rugby League account status. The programme now delivers four ways in which Our League members can accrue points; achieving streaks of correct predictions, participating in the predictor & polls or player of the match voting.
Over the course of the 2019 season (February to October), Rewards4Rugby League members participated in 14.4% of the polls, player of the match and predictor questions available. Although halted by the COVID-19 pandemic, during the period of February to mid-March 2020 (pre Covid-19), participation from the same users rose to 32.9%, a 128% increase. In addition, at the last count, the rewards system reported that 12.2K unique rewards members have collected and redeemed 5 million points through 250K interactions with the Our League platform.
“For The Rugby Football League the further integration with Rewards4 and InCrowd has been a real win for our Members. We are able to offer members an extra financial incentive which encourages further engagement fans can spend on Rugby League ticketing and retail with no additional costs for The RFL. The integration is now a seamless experience for users and we look forward to adding more engagement touchpoints for them in the future.”