Mobile apps are “the keystone of the digital fan experience”
Liiga’s strategy is to turn mobile apps into hubs for new services and “the keystone of the digital fan experience”. This is why the decision was made to create a separate mobile app for each club, allowing them to flexibly serve their own fans and partners.
Digia built a common platform for the mobile apps, the first of which was released in 2019.
“The mobile app for Porin Ässät will be out soon, and HIFK will be joining the party in late 2023. With that, all 15 clubs will have their own app that functions alongside the Liiga app”, Sundquist explains.
Over the past few years, features like customer identification – an important feature in modern digital services – have been added. With the ability to identify the customer and event, apps can offer fans personalised services at just the right time.
“In the future, these services could do things like automatically giving fans who are arriving at a game for the first time with their children information about things like the arena’s supervised play area and other services that are relevant to them. Season ticket holders who come to games regularly, on the other hand, can be shown things like special offers on merchandise”, Sundquist says.
Match tickets are one of the most important ways of identifying customers and events. Digia has already implemented digital season tickets on the platform, and there are plans to implement single match tickets in collaboration with ticket sellers.
To engage fans on mobile apps, Digia utilises Fannex technology, which is commonly used in large North American sports leagues. Fannex introduces 15 different entertainment functions that can be implemented in the apps.
For example, during a game, fans can use the app to vote for their favourite player or participate in a prize draw for a jersey. The results of votes like these can be displayed on the scoreboard for audiences to see during breaks. Sundquist explains that, today, many customers expect these kinds of modern utility and entertainment services to be available in sports.