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EVALUATING THE EFFECTIVENESS OF CONTENT ON GAMING APPS AND WEBSITES

Sky Betting & Gaming

THE CHALLENGE

Sky is one of the biggest brands in the increasingly competitive online gaming and betting market in the UK. They asked Brand Ignite to help them explore user engagement with three of their apps and websites – Sky Vegas, Sky Bingo and Sky Casino. Specifically, they wanted to understand how brand messages could cut through routine player behaviour of bypassing this content across their brands.

GETTING CLOSER

An eye-tracking study using qualitative and quantitative analysis in a near-natural user scenario was designed to get as close to the users behaviour as possible. Users were interviewed whilst having their eye movements tracked using Sky apps/sites and three competitor apps/sites.

The findings from the interviews were analysed for key trends and the data taken from the eyetracking software then interrogated. These findings were cross referenced with qualitative studies to understand where brand cut through could be optimised most successfully to improve user experience and encourage brand loyalty.

BENEFITS OF CUSTOMER CLOSENESS

Brand Ignite went beyond the initial brief, identifying two clear user typologies. Whose behaviour impacted on how they interacted with the apps/sites, what they wanted from the experience and crucial to the original brief, how they interacted with branded content.

Initial hypotheses were further evolved and proved that gaze can be won by optimum placement. But interaction and connection with the content requires carefully crafted content/messaging to encourage progression. In understanding the different audiences both consciously and sub-consciously, Brand Ignite was able to pinpoint the recipe for content and placement for optimum stand out, even in the face of routine player behaviour.