FIFA+: The perfect D2C strategy?
The Streaming Lab - MENA #29
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Welcome to the 29th edition of The Streaming Lab - MENA. Thanks for reading me!
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Agenda
This week, I’m looking at FIFA+, a digital platform created to connect football fans across the globe with the game they love, for free.
FIFA+: Everything you should know
What’s behind FIFA+ D2C strategy?
Enjoy the show!
FIFA+: Everything you should know
FIFA introduced the streaming service FIFA+ on April this year. Here is the main content available:
Original shows and exclusive documentaries telling the game’s greatest stories
Relive classic FIFA World Cup moments
Watch iconic footballers and their chase for glory
The largest archives of international football with thousands of videos
And much more:
Stay up to date with breaking news, fixtures, line-ups and scores
Stream live matches from domestic leagues around the globe
Go behind the scenes with spotlights on global stars, fans and influencers
At launch, the application looked like a streaming service. But a few weeks before the World Cup, the service evolved to focus on the tournament. Here is the additional content that is now available:
Discover all the stadiums from the FIFA World Cup Qatar 2022
Follow your team for upcoming fixtures and the latest news
Recap each match day with highlights from every game
Keep up to date on all the action with a live World Cup blog
Get in the game with official World Cup games: Daily Fantasy, Who am I, Fantasy, Match Predictor, Bracket Challenge & Panini Stickers.
And much more:
Scores
FIFA World Cup daily
Sign language highlights
Pre-match press conferences
“Collected for you”: All goals, Best goals, Best assists, Best saves
…
FIFA+ also launched an amazing feature: The In-Stadium experience. Users can now enjoy the big crowds of the stadiums and benefit from smart features to follow every single action:
Understand the game with AR Analytics
Change the camera angles, view VAR’s and replays
Get live insights on top of the action
Follow you favorite player with his giant avatar
Re-live the best moments with 3D goal replays
The reason behind FIFA+ D2C strategy
FIFA+ is at the center of FIFA’s digital transformation process, between Content, Community and Commerce.
Content
When FIFA launched FIFA+ in April, the service was already more than a simple digital hub to engage football enthusiasts across the globe. The content available and the way it was displayed made the streaming service unique.
Two types of content got my attention:
The archives are the hidden gem of this streaming service. You can watch the full replay from the match between France and Brazil in 1998, the best goals of the 1966 FIFA World Cup in England, and much more.
The FIFA+ Originals remain an effective way to attract new users: The Happiest Man in the World with Ronaldinho, Life in GB, Road to Inspiration, etc.
Community
The real value of FIFA+ and sports direct-to-consumer services is coming from the fans. A D2C strategy allows FIFA to gather data and creates a direct relationship with them, removing the dependence on third party service providers.
The data they can get is priceless:
Where are the football fans all over the world?
Are there more fans of England or France in Middle East?
What are the favorite FIFA tournaments in North America?
Why people in Saudi Arabia are cheering for Argentina?
Where is the best city to setup a FIFA Fan Festival?
…
The opportunities are endless!
Commerce
FIFA is not a non-profit organization, and the objective of FIFA+ is not only to bring free entertainment to fans everywhere, but to generate more profit.
As of today, the business model rely on in-stream and display ads with official sponsors: Hublot, BUDX FIFA Fan festival Dubai, Adidas, etc.
FIFA+ is also a way to drive users to other businesses:
World Cup tickets: Buy tickets for the World Cup Qatar 2022
FIFA Store: Shop the Official World Cup match ball, official kits and more
FIFA Collect: Collect & own officially licensed digital collectibles
Tomorrow, FIFA could use the data coming from FIFA+ in many ways:
Understand the potential of a region/country and optimize the media rights distribution
Launch hybrid models in specific regions mixing advertising & pay-per-view
Optimize inventory with high paying segments
…
Do you see other opportunities for FIFA+ and more generally for sports organization looking to launch a D2C streaming service? Leave your comment below!
That’s all for today, a review of FIFA D2C streaming service FIFA+.
See you online next week. Until then, enjoy the two games of the day on TOD: Morocco-Portugal and England-France.
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thanks for this full view and insights on the FIFA+ app very intersting. i was wondering how do they track the players? is it through the tracking system of the ball and some AI?