Introduction
How to gamify every surface
The Bundesliga is one of the most-watched football leagues in the world, with a global fanbase and some of the game's most iconic clubs. DFL - the organisation behind the league - had built strong matchday attention across stadium, broadcast, and social.
DFL selected Monterosa / Interaction Cloud as their fantech platform. Together, they have built a gamification layer across every surface where a fan encounters the Bundesliga - from the official app to third-party streaming platforms, designed to give every matchday moment a reason to participate, register and return.
The Challenge
Converting matchday attention
DFL had no shortage of fan engagement around matchday. Stadium audiences, broadcast viewers, social conversation and second-screen behaviour were all there.
DFL partnered with Monterosa to collaborate on a system that could meet fans wherever they were already watching, embed participation into those moments, and build a habit of returning to the Bundesliga app throughout the season.
Solution
A gamification layer across every fan touchpoint
DFL and Monterosa set out to embed interactive Experiences at every point in the fan journey - the Bundesliga app, broadcast moments, streaming platforms - with each surface carrying its own game format, all running on Monterosa / Interaction Cloud.
Man of the Match
The Man of the Match voting experience runs automatically every matchday. When a game kicks off, the Interaction Cloud listens to the match schedule, pulls live player data from their match data feed, dynamically populates the ballot with the right squad, and publishes the poll at exactly the right match minute - with no manual input required. Fans vote in real time as the match unfolds; results surface in the app as the final whistle approaches.
The automation means the experience runs across every fixture, every week, without any operational overhead on DFL's side.
DAZN Integration
Not all Bundesliga fans come to the content through DFL's own platforms. Through a direct integration with DAZN, the Man of the Match Experience is embedded directly into the DAZN streaming app, so fans can participate without leaving the platform they're already watching on. Monterosa works directly with both DFL and DAZN to ensure a unified fan experience that is cohesive and uninterrupted.
The Advent Calendar
In December, DFL used Interaction Cloud to publish a new game in the Bundesliga app every day from 1st to 24th December. Fans returned each day to find a new prediction, quiz or competition, with multiple chances to win prizes across the month. The format built a daily app habit during a period of dense fixtures and high fan attention.
“The new LFC Match Centre has been fantastic in enabling our global fanbase to celebrate the climax to an amazing season in the club's history. Having the flexibility and speed to manage content in real-time has delivered another level of matchday experience, both for our in-house teams and, most importantly, for the fans. The new Match Centre has quickly become an important driver in the club's long-term fan registration strategy.”
Andy Fletcher
VP Product
