World Football Summit: The power of digital fan engagement and gamification in sport



REALM’s CEO, Gary Knight, concluded 2024 with a talk at the World Football Summit, held in Riyadh. Gary discussed the power of digital fan engagement and gamification in sport, and the role that REALM plays within that.

In the ever-evolving world of sports, the digital revolution is fundamentally transforming how fans engage with each other, their favourite teams and athletes.
At the heart of this shift is the concept of the ‘community’ — a sense of belonging and participation that drives long-term engagement. But it’s not just about watching the game now; it's about actively contributing to and interacting with the sports community digitally. This is where the power of digital fan engagement and gamification comes into play.
In social science, this is referred to as ‘The Roseto Effect’ - a phenomenon that demonstrates the positive impact of social cohesion. Fundamentally, research was carried out on Italian immigrants who settled in the US and lived in a village where there were almost no health problems. The residents’ longevity went far beyond any other surrounding communities. Medical science looked at why this was and found that the answer was in their social structure; their positive health was down to them being a close-knit community that took every opportunity to engage with each other.
Let’s translate that into today’s world of sport. Fans want to feel like they are part of something bigger than just being an individual spectator—they want to be involved in the action, whether that’s through social networks, online platforms or virtual events.

Digital platforms provide endless opportunities for fans to connect with each other and with their teams, creating a sense of inclusion and loyalty. This engagement becomes even more powerful when combined with gamification, which introduces elements of fun, competition, and reward. With the key principle of gamification to make the competitive experience easy to use, but hard to master.
Whether it's a mobile game, a fantasy football league or an augmented reality experience, the goal is to hook fans with simple, accessible gameplay while keeping them engaged with deeper, more challenging elements as they progress.
Let’s look at football games. While there are single player modes, multi-player is more fun. The introduction of multiplayer modes amplifies the user’s experience, creating opportunities for fans to compete with friends, other supporters, and even players from around the world.
This element of friendly competition not only enhances the enjoyment but also offers a sense of connection between participants. As fans interact with each other and see their progress in leaderboards, they feel a sense of achievement and belonging and make friends.

To keep the experience exciting, it’s important to introduce timely, relevant competitions that cater to fans at every level. From weekly challenges to monthly and seasonal round-ups, gamification ensures that there’s always something to play for, regardless of where a fan’s skill level stands. This constant variety and reward system encourages fans to stay interested over time, instead of dropping off once they feel they are too far behind to catch up.
The success of gamification in sports also lies in its ability to create loyalty. When fans feel like they are part of a community, they develop a deeper sense of attachment and commitment to the sport and the teams they support. This loyalty can translate into increased attendance, higher levels of fan interaction, and ultimately, greater commercial opportunities for sports brands.
By combining digital fan engagement with gamification, sports teams and organisations can not only expand their fan base, but also build lasting relationships with their audience. In the world of sports, where loyalty is everything, these digital experiences are shaping the future of how fans connect, compete and celebrate the game.
And this is fundamentally at the heart of what REALM does by building out a digital fan engagement platform which allows fans themselves to be at the heart of the whole programme.
REALM’s offering in sport is built around five key pillars that create a dynamic, engaging fan community. These pillars ensure fans not only stay involved, but are motivated and rewarded for their participation. They are:
- Personal digital profile: The foundation of any fan engagement experience starts with a digital avatar or profile. This allows fans to build their identity within the community, showcasing their progress, status, and achievements. As they advance through levels, they unlock rewards like custom kits, trophies, and other digital items that reflect their status.
- Community connection: Our platform offers a community forum that enables fans to interact, share experiences, and form their own sub-communities which they own and run for like-minded fans.
- Gamification: Beyond traditional games, this could include daily challenges or ongoing streaks, like the popular "Snapchat streaks”. Just as that user couldn't afford to miss a day on their streak, fans will be motivated to stay active through regular tasks or challenges. Whether it's a football predictor league or fitness challenges, gamification keeps the experience fresh and engaging.
- Leaderboards & Status: Peer group prestige and recognition are key motivators. Fans compete on leaderboards—for example, the "fittest fan" based on steps walked or the "most engaged supporter" based on forum activity. This sense of competition fuels excitement, encouraging fans to stay involved and strive for recognition.
- Rewards & Loyalty: Finally, rewards play a pivotal role in retention. Our platform integrates a fan loyalty programme where fans earn points for their engagement. These rewards aren’t just monetary; exclusive, "money-can't-buy" experiences or community recognition are often more valuable to fans. Rewards deepen the connection between fans and the community, driving both loyalty and long-term participation.
As Gary told the assembled World Football Summit audience, football organisations can now partner with REALM to execute their fan engagement and gamification strategy, and become true leaders in fan interaction.
Read more on engaging sports fans with gamification
