Can gaming drive fan development?

Sports marketing is a passion of mine and I’m always fascinated by how other categories innovate and develop strategies for fan development.  The NHL’s L.A. Kings will become the first pro sports team to add full game elements to their website and social networks, the team announced recenlty.

Game elements, or “gamification,” is bascially adding a game-like experience to a non-traditional source – in this case their website and the Kings are creating “The United Kings Family”. Fans will be able to earn points by watching videos, posting on the Kings’ website, sharing news on social networks like Facebook and Twitter and participating in a variety of other online and offline activities. 

Users earn online badges and trophies while working their way up a digital fan leader board. Earning points will also unlock exclusive rewards such as signed merchandise, personalized messages from the players, behind-the-scenes videos, private arena tours and more. In affect its all of the things you can’t buy that the fan is being rewarded with – the ultimate experience and fan engagement through digital media. 

Adding gamification is a little confusing as sports teams often have dedicated fan bases. So is Gamification a legitimate tool for engaging a new audience? If the category is working on fan development, is this a strategic move to develop a new fan base?  If users can make a brand like the L.A. Kings feel more personable, fill seats and move merchandise even when the team isn’t doing well then it would be measured as a success.

The gamification layer is certainly a first for pro sports but while the Kings may be the digital guinea pigs, I expect to see gamification growing the engagement of social media and sports organisations.