How The FA achieved an engagement rate of 80% in the gamification of Club Wembley membership

Objective

The Football Association sought to drive acquisition and retention of Club Wembley members by creating engaging gamified experiences while collecting zero-party customer data. The campaign aimed to make membership acquisition more interactive and rewarding for football fans.

Solution

Drimify developed over 20 customized gamification experiences for Club Wembley. The suite included quiz games in a 'What happens next?' format targeting fans' nostalgia, Pac-Man and Memory Card games with football theming, and a branded survey asking players to select memorable moments from Wembley Stadium. Players engaged with these games to unlock membership benefits and prizes.

Results

The campaign achieved an 80% engagement rate across all gamified experiences, with a 68% completion rate from thousands of participations. The initiative resulted in increased Club Wembley membership and collection of valuable zero-party data from engaged participants.