InCrowd worked with Sky Sports and Sky Bet to produce a leading World Cup predictor game to capture fans and a polling system to retain engagement. Social media sharing functionality, private leagues amongst friends and an introduction of a “beat the pundit” league were added and the end product became an essential marketing tool for Sky Sports and Sky Bet throughout the tournament with impressive engagement results.
Marketing opt-ins from game players
of players shared their predictions via their social media channels
Conversion rate once players first engaged with the product
clubs embedded predictor on their websites driving direct engagement with fans
“Road To Moscow presents new opportunities in the development of other pre-tournament games around future marquee sporting events, driving awareness and actively encouraging audience engagement and participation.”
David Gibbs – Digital Director
Sky Sports and Sky Bet wished to increase the frequency of engagement with football fans leading up to the 2018 World Cup in Russia, with an end goal of establishing a leading destination platform for the latest and most contemporary news and gamification features surrounding the event.
In addition, Sky Bet also wanted to find a way to create a direct pathway from the platform through to transactional betting opportunities for its users.
InCrowd built and launched Sky Sports Road to Moscow on iOS, Android and web platforms in time for the end of the 2017/18 domestic football season, within budget and with the addition of easy social media sharing.
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.
players
predicitions
wallcharts shared
private leagues created and shared
marketing opt-ins from game players
of players shared their predictions via their social media channels
Conversion rate once players first engaged with the product
embedded predictor on their websites driving direct engagement with fans
The Hundred App & Ticketing Solution
