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

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

The biggest sports media and TV channel in CIS countries, Match TV (12.5 mln monthly visitors), wanted to provide an opportunity for socialization for their viewers, and we delivered.

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 to gather them on the official digital platforms of Match TV (web and apps).

Also, to provide them a place to discuss sports and make this place safe and healthy to increase traffic, drive viewers to register, grow the lifetime value of viewers, and stimulates 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 the most actively are football and fights.

—They tend to share emotions and tell about predictions. Also, users really like to run their own polls, because they really 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 gadget. They share advice and inform each other about game details.

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