AFLW beats sign-up targets by 2x
The Brief
The Australian Football League (AFL) and its digital partner Telstra set out to unlock the full potential of women’s football. This included building on its existing digital engagement strategy to raise the profile of AFLW and grow its fanbase.
1.
Build a fantasy football platform
to gamify women’s football further.
2.
Maximise user experience with integrated team and player stats.
3.
Integrate with the AFL’s
existing system including
a single-sign-on-ID.
The Challenge
Set to expand its fixture schedule from 2025, AFWL wanted to capitalise on the explosive growth of participation and engagement in women’s Australian rules football.
But despite the game’s growing popularity, AFLW was missing out on opportunities to engage and monetise all aspects of its fanbase. With digital partner Telstra, AFLW set out to take control of the fan journey by adding fantasy to its gamification experience.
This involved building a custom-built Fantasy and Predictor game format that appealed to and educated new fans, and drove daily digital engagement among loyal supporters.
The Solution
Genius built a custom fantasy game as well as a predictor, allowing fans to compete against other AFLW fans in leagues and leaderboards – to encourage participation and bragging rights amongst friends.
The game included team and player stats to enable fans to track and select picks, whilst creating new digital inventory for AFL sponsors – including Toyota to activate.
The game was built within the AFL’s digital setup, enhancing its O&O offering to increase the amount of time its fans spent on its owned digital channels.
The Result
AFLW’s fantasy and predictor beat its registrant and engagement targets by double.
30,000+
player sign-ups were supported by fantastic prizing including a Toyota Corrolla Cross as the Grand Prize.
60%
of users are aged 29 or younger.
1/3
of users have opted-in.