Many Digital Uses Gamification In Sponsorships

Objective

MANY Digital, a sports-tech company, addressed a critical gap in digital sponsorship activation—only 9% of sports sponsorships were activated digitally at the time. By deploying gamified experiences within a white-label mobile app for Danish handball clubs, the company aimed to transform passive sponsorship placements into engaging, repeatable fan interactions that generate measurable value for both teams and brand partners.

Solution

Playable built a personalized gamification layer integrated into MANY Digital's app used by 54 Danish handball clubs. Fans could participate in branded games—ticket number sweepstakes, 'Man of the Match' polls, and storytelling campaigns—all customized with team identity. The platform bridged in-stadium and digital experiences: stadium screens directed fans to in-app games, while sponsors activated through knowledge-based games and lead generation mechanics. Teams ran 30 distinct campaigns during the tournament period.

Results

The campaign generated 10,000 new app signups, accumulated 743,400 total impressions, and sustained 15.9 hours of average engagement time per user. MANY Digital closed 12 major sponsorship packages as a direct result, demonstrating that gamification significantly strengthened their value proposition to sponsors. The Final 4 tournament format engaged approximately 15,000 fans across two days.