What Happens Next?
- Brand
- The FA
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Drimify
Objective
Club Wembley, the FA's premium membership programme at Wembley Stadium, needed a reason for members to stay engaged between renewals rather than treat their membership as a one-off purchase. Prize giveaways gave the FA a way to reward loyalty, while every play doubled as a chance to learn what fans actually wanted from events at the stadium — data it could use to win back lapsed members and shape future offers.
Solution
Members log into Club Wembley and pick from a rotating shelf of more than 20 branded games. In the centrepiece, 'What happens next?', a clip from a famous Wembley match or moment plays and freezes just before the outcome — the player picks how it ends from a few options, then watches the real footage to see if they called it right. Elsewhere on the shelf, a football-themed Pac-Man maze and a stadium-moments memory-matching game offer quicker, lower-stakes rounds. A separate poll invites members to pick their all-time favourite Wembley moments — football finals, Take That and Adele concerts, world title fights, NFL games — voting for the ones that mattered most to them. Every game ends with a short entry form, so playing also puts the member in the running for prizes.
Results
Gamified activations across the Club Wembley programme reached an 80% engagement rate, with a 68% completion rate across thousands of participations.
- 1
The player — a Club Wembley member or a prospective one — enters a branded activation styled after Wembley Stadium, one of more than 20 available mini-games.
- 2
In the "What happens next?" quiz, the player watches a video clip of a past match or an unusual stadium moment that cuts off at its climax, then picks from a set of options how it ends. Questions run in a series, and the player's final score depends on how many answers are correct.
- 3
Other activations swap in different mechanics: a memory game where players flip cards bearing club and stadium symbols to find matching pairs, a football-themed Pac-Man variant where players guide a character through a maze collecting items while dodging pursuers, and a survey where players pick their most memorable Wembley moments from a list spanning football matches, concerts (Take That, Adele), boxing title fights, and NFL games.
- 4
Participation is paired with a data-collection form, where players submit personal details and preferences that become first-party and zero-party data for The FA.
- 5
Prizes and rewards are distributed among participants afterward, keeping fans engaged with The FA and encouraging them toward Club Wembley membership.
