Ulster Grand Prix looks to build Sportego partnership

Ulster Grand Prix looks to build Sportego partnership

Monday, October 10, 2016 Posted by Andy McCarron
Fan engagement company will produce engaging app

The Ulster Grand Prix (UGP) has confirmed that the company will continue working with Sportego in 2017 to produce an even more interactive and engaging app for fans of the world’s fastest road-race.

However, there will be a number of key changes to further improve an app which achieved 2,200 downloads in just eight days this year. This includes the introduction of a fantasy game, an auction and quiz offering, stronger integration of the blog, and a more interactive map which fans can click on to obtain race information.

Sportego works with sports bodies and professional clubs on innovative gamification initiatives aimed at increasing matchday - and in this case raceday – revenues.

Geoff Wilson, head of marketing for UGP, at the told TotallyGaming.com: “The aim is to build on the success of this year’s app with additional functionality for the fans. We have fans attending the race from all over the world, and we need to keep the engagement not only during but also outside of Bike Week.”

He added: “The UGP has an amazing story to tell, and we have been asked to speak at major sports conferences around the world. One area which has impressed delegates is our work in the digital space.”

The app, which was launched for the Ulster Grand Prix bike week in August 2016, already provides fans with a predictor game, latest news, ticket details, rider statistics and circuit information. This year, it was downloaded in nine different countries and delivered over 12 minutes per fan per use.

A key element of its success was the design, with rider statistical information presented in an interactive fashion, and YouTube, Facebook and Twitter integrated via pop ups to ensure fans didn’t have to leave the app to engage on social media.

Totally Gaming says: The UGP’s coverage of bike week, and fan engagement throughout the year, will improve as a result of working with Sportego, a marketing company which specialises in helping professional sports organisations to gamify their events. Sportego has already worked with various football clubs in the UK, including Birmingham City, Cardiff City and West Bromwich Albion.

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