In our previous blog on this question we invited readers to complete our survey as to why they believed Video Games were so popular and also what lessons can be learned for Grassroots Football. We had a great response with over a hundred responses and we share those responses below in this blog AND examine how Associations, Leagues and Clubs can maximise participation AND obtain sponsorship revenue
The Top 10 Reasons given by our readers as to why Video Games are so popular were as follows :
Video Games are FUN
Autonomy- No Parental or Coach Influence
Easy Access to get started
Can Choose what Game to Play and Customise it
Engage Socially online
Flexible - play when I want to
Progressive Challenges
Guaranteed Playing Time
Opportunity for Self Learning & Solve Problems
Escapist but Safe
How do E- Game Providers do it - what can Grassroots Football Learn ?
We decided to use the replies from the survey respondents and our own research with the UEFA Grassroots Framework as a means to highlight potential lessons. To recap the Framework is below - Players, Environment, Game, Workforce as shown below
How do E- Game Providers do it - what can Grassroots Football Learn ?
From the outset Video Games are relentlessly focussed on ONE Overall MISSION - that of maintaining player retention. Video Game providers achieve this by focussing on the following objectives :
PLAYERS: Objective # 1 CAPTURE PLAYER DATA
From the outset Video Games are relentlessly focussed on ONE Overall Objective - that of maintaining player retention. Video Game providers do this with regard to the player are as follows :
PROFILE : Who are your players ? Find out as much as possible about the player -age/gender/interests / hobbies/ favourite pastimes etc.
DATA: How often do they play ? Track their participation - which games do they start with , which are the most popular games for them , for how often, when do they drop out? do they drop back in ?
USER EXPERIENCE FEEDBACK from the player - USER REVIEWS:What do the like about each game ? Why do they quit ?
ENVIRONMENT :Objective # 2 CONSTANT ENGAGEMENT
REGISTRATION : the aim is principally to collect data not data to control a competition
- Self Registration : Registration bar is low ,it’s Easy to Register
- Registration not based on Chronological, Date of Birth ( no RAE !)
- Multi Ages and Gender- promotes Social Interaction, developing a Community of players ( NB needs to be safety checks )
- Competition Registration not necessary
- Try for Free
CONSTANT ENGAGEMENT- messages, prompts, leaderboards, upgrades, offers etc. etc.
RECOGNITION :Immediate Feedback : Simple Recognition and Enrolment Rewards
TECHNOLOGY: Registration syncs with Smartphone , Digital Personal Assistants ( e.g. Alexa and Siri )
PROMOTION : Use ‘ Influencers’, Tik Tok and Short Form Video
GAME : Objective # 3 "PLAY "
FIRST STEP : is ‘ Play ‘ not formal competitions
FORMAT :
- Players choose which game to play
- Players choose rules - e.g. numbers, time, space or use prompts like ‘Match Day Cards’ ( Players like Story-driven gameplay) - Players can alter rules e.g. ‘ special powers’ , bonuses etc
- Guaranteed Playing time
- In-game rewards and achievements
- Regular updates and expansions
- Individual Rankings, Leaderboard
WORKFORCE: Objective # 4 RECOGNITION AND REWARD
No overall specific coach but support provided in a variety of ways:
COMMUNITY : Help , Chat Function
FEEDBACK to the player : Constant - built in to all games
PROGRESSION : Challenges built into each game, Levels to strive for, Individual Rankings, Leaderboard
REWARDS: Digital Badges, NFT Tokens, Play to Earn programmes etc.
What is a Proposed Strategy for National Associations, Regional Associations, Leagues and Clubs to learn from these lessons and maximise the opportunities?
1. KNOW MORE ABOUT PLAYERS AND COACHES -CAPTURE & ANALYSE DATA
Which E- Games do Grassroots Players and Coaches play ?
Use of which social media ?
To Which E- Games do Grassroots Players and Coaches subscribe?
Track Players and Coaches
2. MAKE REGISTRATION EASIER AND ‘BUNDLE IN’ MORE BENEFITS VIA AN APP
Informal Play , Competition Play , Players Club, Coaches Club , Match Tickets, Merchandise + Video Game subscription ???
3. THE GAMING MARKET NEED TO CREATE ‘SUBSCRIBERS’ NOT JUST CASUAL PLAYERS. MULTI PLAYER PLATFORMS NEED MULTI PLAYERS ! THE GAMING PROVIDERS NEED YOUR GRASSROOTS PLAYERS SO NEGOTIATE WITH THEM TO PROVIDE A PACKAGE TO INCLUDE :
Easy Access to Informal Grassroots Football e.g. Come and Try sessions, Festivals, Holiday Courses
Pathway to Competitive Grassroots Football
Match Tickets
Merchandise
Please share below any comments and ideas