The use of gamified resources in sport has become a powerful tool for engaging athletes, fans and even the clubs themselves. By incorporating elements of games and competition into the sporting context, it is possible to increase participants’ motivation, performance, experience and loyalty. To further explore this universe of possibilities, Etermax Brand Gamificatio, a company specialized in technology and gamification, visited the End to End office, one of the main players of sports marketing in Brazil, for an in-person event.
The Roadshow took place on April 15th, in São Paulo (SP), in a special event. On the occasion, the VP of Etermax Brand Gamification, Juan Pablo Veiga, came directly from Argentina for an agenda with partners from the local market and presented the latest news and trends in this entertainment market gamer focused on sports broadcasts, championships, engagement with fans and audiences.
“Gamification has consolidated itself and gained a lot of prominence in recent years. Today we are able to insert games and quizzes via QR Code in the most different segments, with the sports sector being one of the best using gamified technologies”, he highlighted.
Etermax is the developer of Trivia Crack, a game launched in 2013, it quickly gained global scale and became a prominent product in the technology company’s portfolio. Trivia games (in Brazil, known as Questions) are currently present in 180 countries and in 34 languages. Additionally, the company has built partnerships to provide cutting-edge technology to streams such as Netflix, where they launched the platform’s first gamification, Trivia Quest, worldwide.
During the presentation, Juan explained the versatility of gamification in the sports segment, a resource that, according to him, is being increasingly used by large clubs to build fan loyalty.
“Our games can be completely molded to the customer’s universe of interest. Can be played in the format single or challengeand established partnerships can take place through strategic activations, such as the use of QR Codes for sweepstakes, rankings, discounts and prizes”, he commented.
Andressa Scasso, Country Manager at Etermax Brand Gamification in Brazil, also highlighted that projects can work on different devices and modalities.
“The interesting thing is the range of possibilities we can offer. For example, you can run the game on a neutral platform or within the customer’s website or application. It is also possible to offer discounts on products or experiences inside a stadium, for example. This may all vary according to the established objectives, but one thing is certain: gamification structures and enables this relationship with the fan”, he said.
At the time, experts cited some cases and successful brand partnerships, such as the Argentine national team, Barcelona Futebol Clube and the NFL.
End to End representatives highlighted interest in the solutions presented. According to Renan Borges, the company’s CTO, gamification is essential for the future in the world of sports.
“We have been studying this process for years and found that it is very important for adding and engaging new fans, especially younger ones. It’s an intelligent way to work on more programs and projects in a new language, including focusing on the customer experience in stadiums”, explained the CTO, reinforcing the synergy between the sports and gaming entertainment universe.
Sales Manager at Etermax Etermax Brand Gamification, Camila Almeida completed Borges’ reasoning.
“I came from the sports universe, more specifically from the football industry, and acting in the greatest national passion requires creativity and strategy because it is a very explored territory and bombarded with options. Brands that understand that fans are the protagonists of this conversation, and provide unique experiences, to get closer, reward and generate connection, will always stand out. Therefore, I really believe in the synergy of gamification within the sports industry. The agency and brands that understand this also have a treasure in their hands to score a great goal”, he concluded.
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