The sports entertainment sector faces fierce competition for attention. Every day, consumers are exposed to more than 1,200 advertising messages.

In this saturated landscape, traditional banners cause real ad fatigue. Sports organizations must reinvent the way they communicate. They need to offer engaging interactions before, during, and after every match.

The marketing challenge is threefold:

• Acquire qualified profiles: capture a new audience of fans beyond stadium spectators alone.
• Qualify the CRM database: identify each fan’s favorite club with precision to personalize messaging.
• Showcase official sponsors: offer engaging exposure to partner brands throughout the season.

Gamification applied to sports marketing perfectly addresses these challenges. A partner of Adictiz for seven years, the Ligue Nationale de Rugby (LNR) drives the entire Top 14 fan journey using our gamification platform.

The Top 14 audience thrives on the emotion of the competition. To maintain ongoing contact, the LNR structures its activations around the season’s key moments.

Pre match: building anticipation and acquiring new fans

Several weeks before major fixtures, the organization launches engaging interactive experiences. For the championship final, an instant win contest offered two grandstand tickets. The campaign generated more than 20,000 participants while acquiring new leads across digital channels and social media.

During Fan Days, the league celebrates the sporting rivalry of local derbies. A Battle mechanic invited online users to vote for their favorite club. This activation engaged nearly 30,000 participants, tapping into the community pride of the fans.

During the match: digitizing stadium excitement

Inside the sports venue, attention remains focused on the pitch. Still, downtime offers excellent opportunities for interaction.

In partnership with Société Générale, the LNR hosts the player of the match vote. This digital voting relies on Adictiz’s voting module. Broadcasted on giant stadium screens and across digital platforms, the activation showcases the banking partner in an interactive way.

In fan zones, the immersive experience continues through interactive kiosks. A wheel of fortune style activation allows the distribution of official merchandise and gift vouchers for the club store.

Post match: extending the excitement and driving store traffic

Once the final whistle blows, the league extends the experience. It shares replays, exclusive interviews, and an interactive timeline of the best moments. This exclusive content strengthens the emotional bond and sets the stage for upcoming commercial campaigns.

Beyond match days, fan loyalty relies on a steady presence all year round.

The MyRugby relationship program at the heart of the strategy

The LNR created a free loyalty program named MyRugby. This membership offers key perks: priority ticketing access, exclusive videos, and regular contests.

Members gain access to exclusive “money can’t buy” experiences. Fans can watch a final from a sofa pitchside or tour the locker rooms and press room.

Engage around seasonal events and commercial partners

The league integrates its sponsors directly into calendar celebrations:

• The Easter egg hunt: a playful activity rewarded with prizes provided by Alain Afflelou.
• The Advent Calendar: a daily activation attracting tens of thousands of participants every December.
• The topical quiz: a quiz format cobranded with Betclic focusing on the key highlights of matchdays.

Broadening reach through media partners

To reach audiences outside its direct ecosystem, the league partners with external platforms. Campaigns hosted on Veepee capture new profiles during traffic peaks on the e-commerce website.

Sport relies on powerful emotional triggers that digital gaming naturally amplifies.

A sense of belonging is the main driver of engagement. Fans do not just watch a match. They defend the colors of their city. Voting, making predictions, and taking part in playful challenges allow them to play an active role in the destiny of their club.

The value exchange remains completely transparent. In exchange for contact details and marketing consent, users gain access to high perceived value rewards (signed jerseys, premium tickets, VIP access). This appeal eliminates the usual friction associated with forms.

Finally, the interactive format modernizes sponsorship agreements. Partner brands are no longer looking for static billboard displays. They want memorable interactions with fans. Gamification offers them rewarding and measurable visibility.

Data collection only truly makes sense when it drives a personalized and long-term relationship.

Capturing qualified profiles without friction

Faced with the declining performance of standard banners, the LNR and its partners can leverage playable ads. These interactive advertisements turn the initial touchpoint into an entertaining experience, delivering click through rates well above market standards.

With each participation, the form collects standard demographic data. Most importantly, it captures a strategic piece of information: the fan’s favorite rugby club.

Personalizing user journeys through CRM segmentation

Thanks to Adictiz Box CRM segmentation tools, the league makes precise use of this data:

• Sending affinity offers: delivering targeted promotions for the official store of the supporter’s favorite club.
• Re-engaging players by score: sending encouraging emails to participants with intermediate scores to motivate them to try their luck again.
• Personalized ticketing alerts: priority notification when the favorite club plays a decisive match or enters the playoffs.

Thanks to this continuous approach, the French Rugby League transforms sporting passion into an engaged, qualified, and year round reactivatable community.

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