How The FA achieved an engagement rate of 80% in the gamification of Club Wembley membership

Success Stories

The Football Association, known as The FA, is the governing body for football in England, as well as Jersey, Guernsey, and the Isle of Man, and holds the distinction of being the oldest football association in the world.

It assumes responsibility for overseeing all aspects of both professional and amateur football in its territories, as well as being a member of UEFA, FIFA, and the British Olympic Association, and having a permanent seat on the International Football Association Board.

Among multiple other objectives, they aim to retain the FA Cup’s global reputation as the premier club competition, and to ensure the continued success of Wembley as a world class stadium.

The challenges

🎯 The FA were looking for new solutions to more effectively engage with Club Wembley members.

Their challenge broke down into 3 distinct goals:

• Promote retention and acquisition of Club Wembley members
• Distribute prizes
• Collect customer data

📱 Games and gamification experiences “by Drimify”

The FA opted to customise multiple Drimify games to take on these challenges, as when it comes to gamification, regular and repeated deployment helps to condition audiences and inform ongoing strategies.

Among more than 20 customised Drimify experiences, they created Quizzes adopting the “What happens next?” format – perfectly coded to sports fans who typically love recalling the minutia and odd happenings from fixtures past – as well as football themed Pacman and Memory Cards games, both of which are classic game mechanisms that can be adapted to any branding and storytelling.

To tackle the data collection side of things, in addition to data collection forms, they created a Club Wembley-branded Survey, inviting participants to select their most memorable moments from the national stadium – including not only classic football games, but also concerts, like Take That and Adele, or other sporting events using the stadium, like boxing title fights and NFL exhibitions.

Results and KPIs

Key figures 🚀

• 80% engagement rate across experiences
• 68% completion rate
• Thousands of engagements with Club Wembley members across an extensive range of deployed experiences

Objectives achieved 😎

• Surge in Club Wembley membership through campaign
• Extensive first-party and zero-party data collected through Drimify experiences
• Prizes distributed while keeping fans engaged in The FA’s missions

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