UFC Leverage gamification to drive fan engagement

Introduction

Fan Engagement that delivers added returns

UFC, the world’s premier mixed martial arts entertainment company, showcasing the likes of Connor McGregor, Ronda Rousey, Jon Jones and more, has over 600 worldwide events drawing millions of global viewers. In partnership with Official Betting Partner, bet365, the UFC looked to activate UFC Picks and deliver additional value to the partnership.

The Task

Drive fan engagement and monetise the UFC audience

Following a successful Low6 collaboration in 2021 with UFC Picks, the UFC and bet365 were looking for digital solutions to best activate their partnership.

The ideal solution would not only be an optimal fan engagement tool but also drive new customers to the bet365 site.

The Answer

Activation of UFC Picks

Low6’s gamification suite offered a free-to-play “Predict&Win” interactive game which, with its simple gameplay, is uniquely designed to engage the everyday fan.

It allows players to go head-to-head with each other to win cash prizes or merchandise, simply by predicting correct outcomes. The more correct predictions made, the more points a player will score and the better chance they will have of winning prizes.

“UFC Picks” offered a fully bespoke branding treatment for the UFC, bringing a new second-screen experience that puts the fan at the centre of the attention. Players would be asked a variety of predicted outcomes throughout the contests. Will McGregor get a TKO ? How many punches will Rousey land in Round3?

As well as complete brand awareness throughout the game and direct marketing communications (email, Push, SMS and In-App Pop-Up), bet365 benefitted from experiential behavioural advertising unique to the Low6 platform. A player's specific action within the game would be backed up with a supporting message on the platform.

UFC Picks was launched for UFC 257 with the headline McGregor vs Poirer fight.

Engage the user

"The partnership with Low6 and the launch of UFC Picks offers a new, unique and exciting way for our fanbase to interact with each other during UFC Events."

Nicholas Smith

Vice President Global Partnerships at UFC

The Results

Thousands of fans engaged

UFC Picks has been a success with tens of thousands of fans signing up to play and, more importantly, returning ahead of every PayPerView event.

bet365 were also hugely appreciative of the substantial brand awareness received throughout the app and the intuitive communications based around gameplay led to a significant number of players taking up the first-time deposit bonus that the operator was offering.

Case Studies