Fansquare’s main aim is to help fans return to their true homes: their favourite sports teams. The company is aware that sports teams today mostly relate to their fans through third party platforms: Facebook, Instagram, Twitter to name just a few. As such, a team is unable to build a fan database, develop a deeper relationship with its fans, or analyse fan behavioural patterns based on data.
Teams lose masses of information every day, leaving this information to other players that use this same data for marketing purposes, monetising it at the expense of those who attracted it in the first place.
Fansquare is a gamification platform where brands can get in touch with their fans through various activities and across multiple channels. Through user interaction, you can map out and cluster user behaviour using a personal customer data platform.
What’s really special is that the platform uses a proprietary algorithm that calculates the FPI (Fan Performance Index); a dynamic value that grows and falls over time, depending on the potential for interaction between a fan and their team.
With the FPI, you can estimate the value of a specific fan over time, you can learn “how much of a fan” they really are, and how reactive they are to stimuli from partners and sponsors.
When we we developed the algorithm, we were certain it would be unique on the market, thanks also to the national and international awards we won for AS Roma’s “Unico Grande Amore”. There is just one question underlying the algorithm and company we’ve set up with AWE that we want to ask the football, tennis, rugby, volleyball teams, Federations and Olympic Committees. “How much are your fans worth? What are you currently making from them? And what will you be making from them tomorrow or in five years? How will you involve them in your activities in the coming months?” The answers we got is in proportion to the interest that was sparked: “we know what we’ve got to do, but we don’t know how”.
Until just a few years ago the sports industry didn’t need products like Fansquare; the industry itself was so strong and attractive that fanbases just grew and fans were naturally loyal. We all know it’s not that easy anymore, fans, as sophisticated and demanding consumers, expect more. The sports industry’s reluctance is understandable: Fansquare is perceived as an unnecessary expense that can still be held off. But this doesn’t worry me…in a few months, it’ll be widely marketed and everyone will appreciate that you need it to get to know your fans and speak to them. It’s a real investment that is absolutely fundamental for both short- and medium-term growth. Brands that invest in sport ask us about digital activation initiatives and now we finally have an instrument that maximises value-for-money without losing previous investments.