Developing a next-gen fan experience to attract football enthusiasts to Web3 gaming

FIFA & Futureverse

Ghost Partners formed a hybrid team of superstars with world-leading Web3 company, Futureverse, to conceptualise, design, develop and launch a global Fan Engagement Platform for Fifa’s 2022 Men’s World Cup in Qatar.

The experience was intended as a global awareness campaign to attract a massive market of new users (global football fans) into Futureverse’s NFT-based AI Football game.

Background & outcome

With less than 3 months to go before kickoff, we partnered with the client to create an innovative fan engagement experience for Fifa World Cup Qatar 2022. Tens of thousands of football fans signed up to our platform to compete in unique prediction challenges, supported by personalised, digital prize incentives throughout.

Outcome — Our platform handled the high loads seamlessly, and at the World Cup's conclusion, thousands of users received NFT character assets as prizes for the new game — Fifa World Cup AI League. By optimising the experience to ensure as many users as possible arrived at the end of the funnel, we helped maximise Fifa and Futureverse's investment in successfully promoting the game to this new target audience group.

The prediction tracker encouraged repeat engagement

The ‘prediction tracker’ was the key engagement mechanic in the platform. Its job was to attract daily engagement from the full spectrum of users, from novice to hardcore football fans alike. For every set of match predictions, users earned points proportional to their accuracy, competing against one another for a series of coveted prizes - both physical and digital.

While the flow for making predictions and reviewing results felt ‘simple’ to users, the planning that went into the web of states and the scoring system was complex.

Huge thanks from all of us, you were true partners in every sense. We hope this is one of many things we get to do together in the future.

Jaheb Barnett

Partnerships Manager, Futureverse


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