Sports Broadcaster, up to 95k daily in chats, time spent growth x4

Goals

Football matches during the World Cup were available on the Match TV channel for free. So, the crucial goal was to encourage fans and viewers to become authorized users and gather them on the official digital platforms of Match TV (web and apps).

Also, to provide them with a place to discuss sports and make this place safe and healthy, increase traffic, drive viewers to register, grow viewers' lifetime value, and stimulate them to spend more time on the official platform, not on external social media about sports.

What Watchers did

—Placed a CTA on the pages, prompting users to participate in the game discussions. They were able to do it only if they were authorized.

—Delivered a three-layer moderation, including real-time moderation by real people. That provided a healthy space for users' conversations.

—Provided full data, including real-time dashboard and semantic analysis of UGC content (users' messages).

Results

During the World Cup we got up to 95K unique users in chats daily. The client reported about a substantial retention growth, and 376% growth of the session’s length.

Insights

—Sports users discuss football and fights the most actively.

—They tend to share emotions and tell about predictions. Also, users like to run their own polls, because they like to be engaged during the match and engage everybody around.

—Users like to help each other if someone misses a moment in a game or has a technical issue with a gadget. They share advice and inform each other about game details.