[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
The sports entertainment sector faces fierce competition for attention. Every day, consumers are exposed to more than 1,200 advertising messages<\/b>. <\/span><\/span><\/p>\n In this saturated landscape, traditional banners cause real ad fatigue<\/a>. Sports organizations must reinvent the way they communicate. They need to offer engaging interactions before, during, and after every match. <\/span><\/p>\n The marketing challenge is threefold:<\/span><\/p>\n Gamification applied to sports marketing<\/b> perfectly addresses these challenges. A partner of Adictiz for seven years, the Ligue Nationale de Rugby<\/a> (LNR) drives the entire Top 14 fan journey<\/b> using our gamification platform<\/a>. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||40px||false|false” custom_padding=”||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][dipi_table_of_content show_table_title=”off” use_header_icon=”off” heading_tags=”off|on|off|off|off|off” show_list_numbers=”off” show_list_bullets=”on” item_bullet=”^||divi||400″ bullet_spacing=”7px” content_background=”RGBA(255,255,255,0)” content_padding=”0px|10px|0px|10px|false|false” _builder_version=”4.27.4″ _module_preset=”default” background_color=”#ECF1FF” custom_padding=”25px||25px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” border_radii_header_icon=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dipi_table_of_content][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n 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. <\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Several weeks before major fixtures, the organization launches engaging interactive experiences. For the championship final, an instant win contest<\/a> offered two grandstand tickets. The campaign generated more than 20,000 participants <\/b>while acquiring new leads across digital channels and social media. <\/span><\/span><\/p>\n During Fan Days, the league celebrates the sporting rivalry of local derbies. A Battle<\/a> mechanic invited online users to vote for their favorite club. This activation engaged nearly 30,000 participants<\/b>, tapping into the community pride of the fans. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/09\/instant-gagnant-LNR.webp” alt=”instant-win-LNR” title_text=”instant-win-LNR” align=”center” _builder_version=”4.27.6″ _module_preset=”default” height=”500px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Inside the sports venue, attention remains focused on the pitch. Still, downtime offers excellent opportunities for interaction. <\/span><\/span><\/p>\n In partnership with Soci\u00e9t\u00e9 G\u00e9n\u00e9rale, the LNR hosts the player of the match vote. This digital voting relies on Adictiz’s voting<\/a> module. Broadcasted on giant stadium screens and across digital platforms, the activation showcases the banking partner in an interactive way. <\/span><\/p>\n In fan zones, the immersive experience continues through interactive kiosks<\/a>. A wheel of fortune<\/a> style activation allows the distribution of official merchandise and gift vouchers for the club store. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/09\/borne-interactive-LNR.webp” alt=”interactive-kiosk-LNR” title_text=”interactive-kiosk-LNR” align=”center” _builder_version=”4.27.6″ _module_preset=”default” height=”500px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n 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. <\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Beyond match days, fan loyalty relies on a steady presence all year round.<\/span><\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The LNR created a free loyalty program<\/a> named MyRugby. This membership offers key perks: priority ticketing access, exclusive videos, and regular contests. <\/span><\/span><\/span><\/p>\n 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. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The league integrates its sponsors directly into calendar celebrations:<\/span><\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/09\/calendrier-de-lavent-LNR.webp” alt=”advent-calendar-LNR” title_text=”advent-calendar-LNR” align=”center” _builder_version=”4.27.6″ _module_preset=”default” height=”500px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n\n
The fan journey: setting the tempo for the rugby experience around matches<\/strong><\/h2>\n
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Pre match: building anticipation and acquiring new fans<\/strong><\/h3>\n
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During the match: digitizing stadium excitement<\/strong><\/h3>\n
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Post match: extending the excitement and driving store traffic<\/strong><\/h3>\n
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Interactive mechanics to engage fans throughout the regular season<\/h2>\n
The MyRugby relationship program at the heart of the strategy<\/strong><\/strong><\/h3>\n
Engage around seasonal events and commercial partners<\/strong><\/strong><\/h3>\n
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Broadening reach through media partners<\/strong><\/strong><\/h3>\n