Our first face-to-face event since 2020!

This sector has seen huge changes in recent times, with the digitisation of services, new phenomena such as NFTs and the Metaverse, and more diverse audiences than ever before. Join SEGA, Roblox, Rugby Football Union, Sport England and others to hear how market research in this area is transforming.

Our first face-to-face event since 2020!

This sector has seen huge changes in recent times, with the digitisation of services, new phenomena such as NFTs and the Metaverse, and more diverse audiences than ever before. Join SEGARobloxRugby Football UnionSport England and others to hear how market research in this area is transforming.

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What can you expect?

The return of face-to-face events gives us the opportunity to enjoy a focused learning experience, make new connections in an informal setting, and have a much-needed catch up with old friends and colleagues!

  • Case studies of new hot-off-the-press research projects
  • Panel discussions on broader topics and challenges facing the sector
  • One-to-one interviews with influential speakers
  • Networking lunch
  • Drinks reception




On the agenda


It’s a time of profound change for this sector. During the last two years the world of sports has seen wide-scale digitisation of broadcasts, betting and ticket sales.


The gaming sector too experienced huge changes to its operating models and audiences.

Player and spectator participation across both areas now reaches far beyond the usual demographic groups.


At this conference we’ll be asking: “How can insight professionals respond?”



Delegates will be examining the latest trends shaping the landscape and hearing from key players across the sports and gaming sector.


Key contributors include: SEGA, Eurosport, The England and Wales Cricket Board, Roblox, Rugby Football Union, the7stars, Sport England and The Stars Group


Click here for the full programme.




Learn how to:

  • Measure and improve audience engagement
  • Grow and diversify participation and audiences in sports and gaming
  • Demonstrate demand, revenue and growth potential for live sports and gaming
  • Maximise brand impact through authentically partnering with teams and players
  • Understand behaviour, attitudes and concerns of players and participants
  • Harness the emotion sport brings to people’s lives





Radisson Blu Edwardian
9-13 Bloomsbury Street,London,WC1B 3QD

No Biography Available

09.00 Registration & coffee

09.30 Welcome from the Chair

Ross Antrobus, Head of Research & Analytics, LIV Golf Investments


09.40 Global sports & gaming trends

A global overview of sports and gaming trends provided by GWI from their ongoing, online consumer study of ~900,000 respondents from across 47 markets.

Gaming insights include, gaming participation, attitudes and behaviours, gaming devices and services used, gaming genres and franchises, gaming purchases and intent, esports, betting, Metaverse, NFTs

Sports insights include, sport interest, sport viewership and attendance, sports & exercise participation, sports behaviours and attitudes, sports teams and competitions, esports, betting

Alexandre Weber-Zuanigh, Account Director and Sports/Esports Lead, GWI

10.10 The Hundred: reframing cricket to grow and diversify the game

In 2018 cricket was suffering from a crisis of perception – pale, male, stale, posh. The England and Wales Cricket Board’s (ECB) response was to develop a new competition and format of the game – The Hundred. The Hundred’s express aim is to smash down the barriers to attendance and ultimately participation by making the game more dynamic, younger and more diverse in all ways.

This case study will show how, through an ongoing partnership, the ECB and Craft have used strategic, ethnographic, qualitative and quantitative insight to take The Hundred from a blank sheet of paper to success - commercially and in terms of attendance and brand perception.

Konrad Collao, Founder, Craft
Rob Calder, Commercial Director, The Hundred - The England and Wales Cricket Board (ECB)
Jen Vile, Marketing Director, The Hundred - The England and Wales Cricket Board (ECB)


10.40 Racing hearts and sweaty palms: analysing biometrics to engage audiences, with Eurosport 

Understanding the emotional impact of sport content on fans is crucial for Eurosport so it can optimise its broadcasting development. This case study shows how viewer engagement was measured across five live sports events using a biometric audience emotional engagement tool which was deployed across a bespoke online community of Eurosport viewers in France, Germany and the UK.

Hear how biometric measurements-based research is having a wide-reaching impact on Eurosport content and how the key findings were applied across the business for greatest impact.

Aneta Marco-Wadey, Senior Research Consultant, InSites Consulting
Chris Kebbell, Sports Insights Manager, Eurosport


11.10 Morning refreshments & networking


11.40 Harnessing insight-led strategy to empower This Girl Can in a post-pandemic world

This Girl Can (TGC) is an insight-driven campaign; its premise underpinned by insight that women are less likely than men to participate in sport and exercise. But what barriers do women and girls face? What contextual challenges need to be overcome? What motivations can be harnessed?

This case study will highlight how a strategy that is built on insight, with behavioural science at its heart, can produce ideas to help tackle inequalities in activity. It will show: how research design aligned with strategic direction elicits rich insights; the importance of triangulating campaign insight with wider data sources and organisational strategy and how to develop a campaign that resonates within a post-pandemic framework, informed by changing habits and lifestyles.

Hannah Kilshaw, Research Director, Walnut Unlimited
Bev Blackburn, Head of Behavioural Insight, Sport England


12.10 Supporting teenage gamers online

Online safety is an ongoing area of development. Internet Matters, Roblox and YouthSight have been working together to qualitatively deep-dive the experiences of young gamers to explore what makes them feel supported online now and what could be done to improve support in the future.

This session will reflect on the impact of this research for Roblox and Internet Matters, and how other organisations can truly connect with gamers, content creators, as well as internet users in an authentic way.

Josephine Hansom, Managing Director, YouthSight Research
Stuart Wood, Research & Impact Manager, Internet Matters
Laura Higgins, Director of Community Safety and Civility, Roblox


12.40 Lunch


13.40 How brands can champion sports partnerships authentically

After COVID played havoc with the 2020 sporting calender, 2021/22 has been a bumper period with a return of major sporting events. Fans love and passion for sport has not been quashed. the7stars wanted to harness the emotion sport brings to people’s lives, and maximise the impact its brands could have through authentically partnering with teams and athletes.

Partnering with Differentology they aimed to discover who was engaging with sport at different levels beyond stereotypical sports fans. They wanted to understand how brands could effectively harness the power of sports partnerships to drive brand growth and unpick the differences in perceptions around sports sponsorship vs partnerships.

Dan Brilot, Head of Insight Differentology
Helen Rose, Head of Insights, the7stars


14.10 Building a partnership based research function

In 2019, Flutter was an organisation that led decision making through more functional business intelligence. Following an acquisition by Flutter, the company was looking to build and integrate a research function that would provide more opportunities to incorporate the voice of the customer and to shift the insights culture to enable more nuanced, long-termist views on decision making.

Hear how a “partnership” model, allowing MTM Sport researchers and strategists to act as an extension of the team was implemented. Together, Flutter|PokerStars and MTM Sport have implemented brand tracking, produced a ‘viral’ international qual project, utilised online facial coding and revenue modelling to inform brand and marketing strategy and tangibly shift company culture.

Chris Sadd, Associate Director, MTM Sport
Ben Fox – Department head, Group Research, Consumer Market & Understanding, Flutter


14.40 The drive to subscribe in video gaming

We’re witnessing seismic changes in video gaming. Microsoft acquired Bethesda and will acquire Activision Blizzard, the latter being the biggest deal in gaming history. Sony is acquiring Bungie. There are also major changes in how gamers access titles, with Xbox Game Pass driving a shift to subscription. Acquisitions affect platform exclusivity, which could accelerate subscription, and change gamers’ often tribal platform loyalty. Simultaneously, another trend is publishers issuing NFTs, a controversial area.

Considering such trends, Harris Interactive, Toluna and SEGA Europe will share insights from bespoke research to hear from gamers; investigating their awareness, appreciation, concerns and the impact on future behaviour.

Steve Evans, Head of Entertainment & Technology, Harris Interactive
Daniel Vincent, Research Executive, SEGA


15.10 Afternoon refreshments & networking


15.30 How can England Rugby make the 2025 Women’s Rugby World Cup a success?

England Rugby is accelerating the growth in the number of players and fans of women’s rugby union between now and 2027. In 2020, the question of whether England should bid to host the 2025 Women’s Rugby World Cup was raised. England Rugby began a journey to determine whether it could make the whole tournament a success.

This case study will show how England Rugby brought together multiple sources of attitudinal and behavioural data to create a bespoke interactive tool predicting potential audience sizes, ticketing demand and scope for growth in interest in playing rugby union at the grassroots. As a result of this work, England Rugby submitted a bid to host the 2025 World Cup and is now the preferred partner of World Rugby for this tournament.

Tory Clarkson, Insights Manager, Rugby Football Union (RFU)
Alex Teasdale, Head of Women’s Rugby, Rugby Football Union (RFU)
Jonny Sampson, Insights Analyst, Rugby Football Union (RFU)


16.00 Mental health & disability in gaming

Examine the findings from Opinium’s online quantitative survey of 1,361 UK weekly gamers which reveals insights into how gaming supports mental health but falls short in accommodating gamers with disabilities and with accessibility needs.

What can the gaming industry learn from these user insights?

Ande Milinyte, Senior Research Manager, Opinium


16.30 Closing comments from the Chair


16.40 End of conference

Additional Information

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