In Focus: How the MAC is growing its database and driving fan engagement
By Josh Rattray | 01 Sep 2022
For the Mid-American Conference (MAC) - just like all sports leagues and teams - finding new ways to engage fans and gain actionable marketing insights has become more important than ever. This was a key driving force behind the MAC agreeing to the first official data deal by an NCAA conference in college sports history.
One tool Genius Sports uses to enrich fan experiences for its partners is gamification. And ahead of of the new college football season, we've helped the MAC launch a brand new predictor game, MAC Pick ’em, alongside an exciting range of data-driven widgets for its owned & operated properties. The MAC is setting a new standard of data-driven engagement, not just for fellow conferences but leagues and teams alike.
Creating an exciting new digital experience
The MAC’s new direct-to-fan consumer strategy will attract more fans to watch its games and check out its digital channels. It also hands it the tools to engage, monetize and personalize experiences, in order to drive fan loyalty through the entire season.
The benefits are massive, and we’re seeing a number of rights holders and conferences of all sizes approach us to unlock them.
- The MAC Pick ’em game is available via its website and promoted on other platforms and challenges fans to predict scores and stats around MAC football games each week for a chance to win tickets to the conference championship game in December at Ford Field.
- This allows the MAC to capture crucial first-party fan data and grow its database, giving it a chance to build meaningful one-to-one fan relationships by understanding each fan’s favorite teams and matchups.
- A series of data-driven sponsorable widgets, such as real-time win probabilities and score predictions, leverage its NCAA LiveStats data to create new engaging, analytical content to keep fans on its digital properties.
Meanwhile, as colleges and conferences look to embrace the legalized sports betting space, these engagement products include bespoke customized inventory that can embed lines, spreads and odds in order to educate fans in regulated states. Earlier this year, the MAC became the first college sports organization to monetize official data for betting in a partnership with Genius Sports.
Start engaging fans in just weeks
Launching a fan engagement strategy like the MAC’s is actually simpler than it sounds. In a matter of weeks, our product experts can design and roll out a tailored free-to-play game and set of data-driven widgets to your sport’s requirements .
Season-long fantasy contests, pick ‘ems, quizzes and trivia are all available and in recent months we’ve launched new fast-to-market products for the MAC, Major League Baseball, Canadian Football League, The Hundred and many more.
Want to learn more about gamification? Read our new report 'Gametime!'