Football Association Of Finland And Gamification

Objective

The Football Association of Finland aimed to deepen supporter engagement and drive revenue growth through digital touchpoints. They needed to increase fan loyalty, boost merchandise and ticket sales, and improve email marketing performance during major sporting events and throughout the year.

Solution

Playable deployed a series of interactive games via email, social media, website, and Shopify: a memory game giving fans 10 attempts to match players with their jersey numbers, a "Guess the player's name" quiz, birthday-triggered campaigns with video content and discount codes, match prediction games, post-match player polls, a wheel-of-fortune for abandoned cart recovery, and luck-based contests offering signed jerseys and merchandise. Reusable campaign templates let FAF automatically refresh content (e.g. upcoming matches) without rebuilding campaigns from scratch, keeping engagement running year-round with a lean team. Over 350 campaigns were executed using this automated engagement model since 2021.

Results

Memory game: 4,000+ sessions and 225+ registrations. Birthday campaigns: 40% email recipient participation, 21,000+ sessions, 16,000+ registrations, and a 21% increase in conversion rate (orders per email delivered). Abandoned cart recovery: 35% improvement in cart recovery rate. Euro 2020 activation: database doubled with 50%+ of participants opting into newsletters.