The way fans engage with Europe’s biggest football clubs has evolved over the last few years. From augmented reality to short-form video on social media and personalised fan portals, supporters are more connected to their favourite teams than ever before. Now, Chelsea is taking the next step in this digital evolution by embedding gamification directly into its official app.
Head of Digital Products Ed Brafman called the platform a “significant milestone” when it launched in August. Indeed, it goes beyond delivering club news, match highlights, ticket sales, and stats. As well as exclusive behind-the-scenes video content and enhanced live in-match tracking, through the “Game On” hub, it introduces gamification. This includes match-week quests and leaderboards for features such as Chelsea’s Play Predictor and Pick the XI.
Why Chelsea is Embracing Gamification
Chelsea isn’t the first major football club to enhance its relationship with fans through gamification. Real Madrid gives supporters the opportunity to earn XP for consuming media content or buying merchandise, for instance. Levelling up sees app users unlock virtual badges and gain stadium-access perks. Similarly, Paris Saint-Germain’s devoted fanbase can earn reward points through match-day check-ins and voting in official polls. Points can be redeemed for tickets and even meet-and-greets with players.
With Chelsea’s recently redesigned official app, the club has not only given familiar games a lick of digital paint – with improvements to Play Predictor and Pick the XI – it has introduced competitive features like public leaderboards, custom leagues and milestone achievements.
One of the biggest changes is the introduction of match-week quests. They use similar mechanics found on bingo sites in which players, whether playing online 75-ball, 80-ball or 90-ball varieties, tick off numbers as they are revealed in order to unlock prizes. In Chelsea’s app, users complete quests such as voting for a player of the match, submitting a first-team starting line-up, and tackling pre-match quizzes. As quests are ticked off the task list, prizes can be earned. A full house of completed tasks equates to extra points that put fans higher on the public leaderboard.
Users earn extra rewards for daily app visits and entries on each game. With season-long prizes such as £250 to spend in the club’s megastore online and a one-on-one video call with a first-team player, in addition to virtual trophies and personalised streaks, the club is hoping to foster a more interactive experience both in and out of match days.
Bringing the Club and Supporters Closer
Like Real Madrid and PSG, as well as others in the English Premier League such as Man City, whose app boasts gamified elements like a digital sticker collection, Chelsea’s redeveloped platform reflects a broader commercial reality. It can’t just be a tool to buy tickets, watch highlights and check stats. With a global fanbase, much of which has been cultivated in the digital-first era, interaction is through the screen, not the turnstile. No longer is the relationship between club and supporter passive. Rather, it’s immersive and personal. Supporters are not merely followers but active participants in the club’s culture.