In the ever-evolving world of sports activities, fan engagement has turn out to be a vital side for groups looking for to attach with their supporters on a deeper degree. Gujarat Titans, a distinguished franchise on this planet of cricket, has harnessed the dynamic pressure of know-how to catapult the fan expertise into an enthralling new dimension. Gujarat Titans has orchestrated a playbook on how sports activities groups captivate and enthral their supporters by way of a fusion of cutting-edge instruments, progressive martech methods, immersive metaverse adventures, and the seize of various geographies. In an unique dialog with ETBrandEquity, Arvinder Singh, the chief working officer of Gujarat Titans, pulls again the curtain on the franchise’s strategy to fan engagement and extra.

Soaring into the expertise stratosphere

A complete understanding of Gujarat Titans’ strategy reveals their unwavering dedication to inserting followers on the forefront of their endeavours. By prioritising fan engagement throughout various mediums, similar to digital platforms and technological improvements, the workforce ensures a exceptional fan expertise.

“Our core focus lies in fostering closer connections between fans and the team, diligently catering to their desires,” says Singh. In addition to ubiquitous social media platforms like YouTube, Facebook, Twitter, and Instagram, the workforce has consolidated all interactions right into a centralised hub often called the “Titans Fans App.” This progressive software serves as an encompassing platform for followers to work together with Gujarat Titans, entry pertinent info, discover merchandise, buy tickets, and take part in unique reward applications.

“The team’s activations significantly transform the fan experience, epitomised by the resounding success of the Titans Race program, which has garnered participation from over 100,000 enthusiasts,” Singh provides. The Titans Fans App is the central vacation spot for all Gujarat Titans-related actions. However, you will need to be aware that the workforce continues augmenting its presence on different platforms.

Moreover, Gujarat Titans has ventured into the metaverse to bridge the hole between followers and the workforce. Acknowledging the logistical challenges of bodily meet-and-greets, the workforce leverages the metaverse as a dynamic medium for direct fan-player engagement. This strategic utilisation of rising know-how offers followers a worthwhile alternative to work together with their favorite gamers.

The metaverse odyssey, off season campaigns, and extra

The metaverse serves as a medium for Gujarat Titans to facilitate player-fan interactions and create devoted digital areas. “It allows fans to engage with the team and explore immersive environments, such as virtual stadiums and dressing rooms. The primary aim is to bring fans closer to the team and enhance their overall experience,” states Singh. He shares concerning the periods with gamers which were performed, offering followers with alternatives to work together and have interaction. This use of the metaverse emphasises engagement somewhat than pursuing sponsorships or ticket gross sales.

Regarding advertising campaigns, Gujarat Titans goals to ascertain year-round relevance and steady engagement with followers. While participant interactions could also be restricted through the offseason, the franchise actively undertakes numerous initiatives. For occasion, taking part in occasions just like the Gujarat Festival helps join with the area people, aligning the workforce’s id with Gujarat’s celebrations and feelings. “Additional activities include fitness challenges, where participants engage with trainers and physios, earning gratification based on their achievements. The focus remains on engaging fans and fostering a sense of fulfilment, rather than expecting returns.”

The workforce additionally plans to launch a postseason program referred to as “Junior Titans.” Singh believes that this program deviates from the standard cricket academy mannequin. Instead, it goals to offer a platform for youngsters to take part in numerous video games, acknowledging their restricted alternatives as a result of COVID-19 pandemic. “The program will include activations in major Gujarat cities, catering to a wide audience and encouraging participation in games like football through the team’s affiliation with La Liga. The concept promotes outdoor play and aims to offer a fulfilling experience for children, extending beyond cricket.”

Capturing completely different geographies: Beyond native boundaries

The engagement with Gujarat Titans isn’t restricted to a selected area of Gujarat; it’s open to everybody. “Although we had limited time last year, we have been working on various initiatives, and the response has been astounding. Fans now understand our objectives and how we conduct ourselves as a franchise. Our clear mission is to become the most entertaining and engaging IPL franchise. Rather than imitating others, we set our benchmarks and standards. We strive to carve out our unique niche within the ecosystem and gradually, fans appreciate our distinct content, engagement strategies, and conduct both on and off the field.” says Singh.

Gujarat Titans receives inputs from followers worldwide, together with Canada, the US, the UK, Spain, Afghanistan, Russia, Pakistan, and Bangladesh. They aspire to be a world participant within the sporting franchise trade, transcending boundaries past Gujarat and India. While they acknowledge it would take time to attain their targets, Gujarat Titans stays targeted on long-term targets somewhat than looking for quick features.

Understanding the tech behind the play

To execute these initiatives, Gujarat Titans utilises numerous instruments and applied sciences. They have partnered with an company that analyses fan expectations and engagement views. Additionally, the franchise has an in-house buyer knowledge platform (CDP) that collects and analyses behavioural patterns of people over time, categorised by area, metropolis, and state. This knowledge evaluation isn’t restricted to cellphone numbers or electronic mail IDs however offers worthwhile insights for decision-making.

Gujarat Titans’ fan base extends past particular areas, due to the carried out instruments. They have found assist from locations like Assam, Bihar, Madhya Pradesh, Rajasthan, and particular cities. Surprisingly, Delhi ranks because the workforce’s third-highest fan engagement. Utilising know-how permits the franchise to collect and analyse such knowledge, resulting in thrilling findings and potential implementation sooner or later. “Data analytics plays a significant role, with two agencies involved—a creative agency and a technology-focused agency, which handles various technical integrations, including APIs,” shares Singh.

The obtainable know-how allows Gujarat Titans to seize fan inputs by way of their app or web site. Behavioural patterns and preferences are recorded by way of integration with the company. “The franchise tracks various activities, such as ticket purchases, participation in the race with the Titans, and engagement with membership drives. This comprehensive data analysis provides valuable insights into fan behaviour, interests, and geographical origins.”
Over the previous few months, Gujarat Titans has invested effort and time to implement these technological options, and now they’re seeing constructive outcomes.

The app challenges

Regarding know-how challenges, Gujarat Titans primarily confronted difficulties with their app integration for ticketing functions. Upon launching the Gujarat Titans app, they skilled load-related points through the preliminary part, which precipitated non permanent disruptions for a couple of hours. However, this was the one notable drawback they encountered.

Despite the minor hurdles, Gujarat Titans has put vital effort into personalising their app expertise for customers. “The app allows fans to engage with the team and earn points through various activities like reading articles and watching videos.” The backend system displays these interactions to reinforce fan engagement somewhat than inundating customers with sales-oriented content material. The underlying goal is to foster a way of belonging and make followers really feel a part of the Titans household. “While there may be occasional technological challenges, Gujarat Titans is committed to improving its systems and ensuring a seamless user experience,” Singh expresses.

Also, membership drives don’t require any fee. Fans earn factors by actively participating with our content material, similar to watching movies, studying articles, and offering suggestions, he provides. These factors can then be redeemed for rewards.

Future plans

In phrases of plans, Gujarat Titans recognises the significance of steady enchancment and staying abreast of technological developments. While they possess the required know-how for his or her operations, the IPL workforce goals to spend money on extra applied sciences to reinforce fan engagement and optimise knowledge utilisation. Through ongoing discussions with their company, they’re targeted on taking their initiatives to the subsequent degree and continuously looking for methods to enhance their present practices. Gujarat Titans will proceed leveraging know-how and exploring new instruments to attain their targets.