Premium brands are constantly seeking innovative ways to engage with their target audience and deliver unforgettable experiences. In the sports industry, the pursuit of enhanced fan engagement has led many premium brands to partner with mobile value-added service (mVAS) providers, or content service providers (CSPs).
LaLiga, football’s premium division in Spain, recently announced its partnership with Digital Virgo and the launch of its mobile app LaLiga Xtra. Real Madrid CF partners with Telecoming to provide fans with its Real Madrid Zone service, and the NBA’s OTT service, NBA League Pass, is powered by PM Connect.
Outside of sport, other premium brands including Disney, BBC Kids and other mainstream content platforms, are also distributing content using mVAS, and leveraging direct carrier billing (DCB) to reach more global fans and customers.
These partnerships not only enable premium brands to provide fans with exciting content but also offer lucrative opportunities to tap into new revenue streams.
The rise of mVAS and premium content services
mVAS has revolutionised the way people interact with their mobile devices. These services encompass a wide range of offerings, such as mobile apps, games, content subscriptions, exclusive access to events and personalised experiences. mVAS providers leverage mobile technology to create engaging content and services that cater to the preferences and demands of their target audience.
Smartphones have also changed the way people consume media, including television. It’s not uncommon to find individuals engaged with a second screen, such as a smartphone or tablet, while watching their favourite TV shows or sporting events. According to Statista, 77% of viewers use a smartphone when watching a football match, with 35% simultaneously using mobile apps. This presents a significant opportunity for brands to deliver premium branded content, enriching the viewing experience for fans, especially during live events.
By leveraging mVAS products, brands can offer a range of features such as live results, advanced statistics, real-time news updates, interactive polls, and more. These additional elements enhance the overall engagement and interactivity, providing fans with a comprehensive and immersive viewing experience. Brands that seize this opportunity can establish a deeper connection with their audience and capitalise on the growing trend of multiscreen consumption.
Let’s take a closer look at how premium sports brands are leveraging mVAS partnerships:
1: Exclusive content and personalised experiences
Premium clubs and sports leagues are offering fans exclusive access to behind-the-scenes footage, player interviews, training sessions, and more. This premium content strengthens the bond between the club and its fans, providing them with personalised experiences and making them feel like a part of the inner circle.
2: Gamification
Engaging mobile games and fan challenges allow fans to test their knowledge, predict match outcomes, or participate in virtual competitions. These gamified experiences not only boost fan engagement but also create additional revenue streams through in-app purchases and advertising partnerships.
3: Virtual reality (VR), 360º, and augmented reality (AR) experiences
Cutting-edge technologies like VR, 360º and AR are transforming the way fans experience sports. Premium brands are partnering with CSPs to offer immersive experiences, allowing fans to explore stadiums, virtually meet their favourite players, and witness matches from unique perspectives. These captivating experiences amplify the excitement and emotional connection fans have with their favourite clubs.
4: Ticketing, merchandising, and loyalty programs
mVAS partnerships also enable premium brands to streamline ticketing processes, offer exclusive merchandise, and develop loyalty programs. Fans can conveniently purchase tickets, receive personalised offers, and earn rewards, creating a seamless and rewarding fan journey.
10 benefits of premium content solutions
It’s not hard to understand why premium brands are using mVAS solutions! Here’s a summary of the key benefits:
- Enhanced fan engagement: By leveraging the expertise of mVAS providers, premium brands can create captivating content that keeps fans engaged during and beyond match days. This increased fan interaction translates into higher fan loyalty and brand advocacy.
- Revenue diversification: partnerships open up new revenue streams for premium brands. Through content subscriptions, in-app purchases, advertising, and merchandise sales, these partnerships tap into previously untapped revenue sources.
- Data-driven insights: mVAS providers offer advanced analytics and data insights, enabling premium brands to gain a better understanding of their fan base. This data-driven approach helps brands tailor their offerings, identify trends, and make informed business decisions.
- Brand differentiation: Distributing premium content allows brands to stand out from the competition and amplify the excitement and emotional connection fans have with their brand, solidifying their loyalty and driving brand affinity.
- Global reach and fan base expansion: mVAS partnerships enable premium brands to extend their reach beyond traditional boundaries. Through mobile apps and services, brands can engage with fans worldwide, expanding their fan base and brand recognition on a global scale.
- Targeted advertising: With access to valuable user data and analytics, brands can deliver personalised advertisements tailored to specific fan demographics, interests, and preferences.
- Community building and social interaction: Through mobile apps and services, brands can foster a sense of belonging, allowing fans to connect, share experiences, and engage in discussions, ultimately strengthening the brand’s community.
- Fan feedback and market research: Content services provide an avenue for brands to gather valuable feedback from fans and conduct market research. Through surveys, polls, and interactive features, brands can gain insights that enable them to refine their offerings and strategies accordingly.
- Innovation and technological advancements: By working with mVAS providers, brands can engage users and fans with state-of-the-art technological features. These partnerships enable the integration of cutting-edge technologies such as artificial intelligence, virtual reality, 360º, augmented reality and live streaming, enhancing the fan experience.
- Brand alliances and cross-promotions: Collaborations with premium content service providers offer opportunities for brands to form alliances with other brands and engage in cross-promotional activities. Through joint campaigns and partnerships, brands can expand their reach, tap into new markets, and leverage each other’s strengths to deliver unique and enticing experiences to fans.
In addition to the benefits highlighted above, mVAS partnerships provide brands with a convenient way to enable fans and customers to pay for premium content. One popular method is through direct carrier billing (DCB), where customers can seamlessly charge purchases to their mobile phone bills. This frictionless payment option eliminates the need for credit cards or other traditional payment methods, making it easier and more accessible for fans to access premium content and services. By offering DCB brands can enhance the user experience, increase conversion rates, and further monetise their offerings, ultimately driving revenue growth.
By leveraging mVAS services and embracing the opportunities they provide, pioneering premium brands are revolutionising fan engagement, creating immersive experiences and tapping into new revenue streams, solidifying their position as industry leaders in delivering exceptional content and services to their loyal fan base.
