Although the primary focus was pre-tournament, the team also added functionality to drive engagement during the tournament such as mini-leagues, beat the pundit and polls for topical voting around match play.
Road to Moscow launched with public, private and pundit predictor leagues, fixtures, results and news with polls launching just after the start of the World Cup.
In order to offer a direct fan engagement solution to all clubs during their off-seasons, the InCrowd team embedded the game within 57 EFL club websites and skysports.com, as well as producing a multi-channel marketing campaign in collaboration with Sky Sports and Sky Bet to be deployed throughout their digital networks.