Join sport and gaming media brands, platforms, organisations, betting operators and advertisers, to hear how they are underpinning commercial decision-making with robust customer and market insights.

 Explore the broad range of methodologies being used to understand new audiences, communicate key messages more effectively, identify new growth opportunities and drive change. Hear how insight driven impact is being measured and quantified.

Key contributions from Twitch, F1, BBC Sport, OneFootball, Betfair, Barclays, The FA, Sky Betting & Gaming, ISFE

  • Examine the changing profile of audiences, fans and gamers and gain insights into how best to engage them
  • Uncover the value of niche sports and esports audiences for brands and determine how best to exploit new opportunities
  • Explore novel insight approaches being used to optimise fan and user experience
  • Identify gaming monetisation strategies that are preferred by users, developers and advertisers
  • Hear how leading sports brands are boosting commercial impact by combining customer data with customer insight
  • Measure the impact of insight generation in increasing revenue, improving satisfaction and driving behaviour change
Venue

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

No Biography Available

09.00 Registration and coffee

 

09.30 Opening remarks from the Chair

David Lewis, Founder & CEO, AudienceNet

 

09.40 Global insights into the diversity of the younger sports audience

Gen Z sports fans are a diverse group of people and so how can brands understand them in more detail and speak to them in a more pertinent and engaging way?  Based on insight from across 42 markets globally, GlobalWebIndex will highlight unique traits found across different gen z sports fans segments covering sports, online sports engagement, CSR, and mobile gaming.

David Melia, Director – Head of Sports, GlobalWebIndex

Chase Buckle, Senior Trends Manager, GlobalWebIndex 

 

10.05 Putting fans in the driving seat at F1: the power of great live event experiences to engage audiences

Since 2017 Formula One has worked with Netfluential to transform it into a fan centric brand. One of the first steps in this transformation was to listen to and understand its global fan base by conducting research before, during and after Grand Prix races using innovative, interactive and engaging mixed methodologies across multiple markets.

Hear how this research programme has had a profound and measurable impact on elevating the spectator experience, optimising the high-end hospitality Paddock Club experience and broadening the appeal of the sport to attract female fans and families. 

Jeroen Verheggen, Managing Director, Netfluential

Matt Roberts, Director Of Research And Analytics, F1

 

10.30 A game of two halves?

The popularity of women’s football is at an all-time high. This presentation will tell the story of how The FA and MTM Sport have worked together over the last 12 months to help challenge out-dated preconceptions and change the landscape for women’s football. It will showcase how research has helped transform The FA’s target audiences for the women’s game, how the Lionesses were tracked, measured and promoted at this summer’s tournament and the work behind the development of the recently launched FA Player – the free OTT home of women’s football. It will also show how the work is directly informing the strategy around a pricing review of the entire women’s game ahead of the Euro 2021 tournament being hosted in England.

Ross TaylorDirector & Head of Sport, MTM

Chris Sadd, Research Manager, MTM Sport

Matt Rhead, Insight Officer, The FA

 

10.55 Morning refreshments

 

11.20 How the rise of Esports proves the value of online channels

The growing demand for esports and the intertwined relationship between egaming, reward, game affiliation and social media status spurred Kantar in collaboration with Twitch into exploring the potential value to brands and audiences of platforms and what other specialised content categories and channels can learn from this example. 

Leveraging a mix of research techniques, alongside Twitch’s own metrics and category expertise, this study explores:

  • key areas of interest for marketers around the value of audiences in specialised community channels like eSports’ Twitch
  • uptake and drivers of these types of channel
  • how eSports has developed as a leading example of this area
  • how the audience experience of these types of specialised channels compares for eSports and Sports as well as other forms of specialist content; and ultimately
  • the benefits for advertisers if using eSports as a platform to reach consumers

James Burke, Director, Kantar

Adam Heard, Director, Global Audience Insights, Twitch

11.55 Panel: gaming monetisation strategies

Explore monetisation opportunities from the perspectives of games developers, brand advertisers and gamers. Hear panellists discuss how the latest research is uncovering rich insights into choices, behaviours and attitudes of different segments of the gaming audience and uncovering effective monetisation strategies that balance the need for user-retention, acquisition and revenue generation. Examine how brands are measuring the impact of novel in-game advertising formats.

Chair: Pete Downton, Advisor, AudienceNet

Panellists:

Steve Evans, Sector Head Technology, Media, Telecoms & Entertainment, Harris Interactive

Chris Bland, Director, Walnut Unlimited

Vanessa Yu, Marketing Director, Bidstack

 

12.40 Lunch

 

13.40 Communicating BBC Sport’s target audience segments to all internal stakeholders

The make-up of a young (u35) digital sport fan is fast changing and ever-demanding.  To help BBC Sport to remain the UK’s number 1 sport site it needs to understand this dynamic audience and how best to serve them. It also needs to be able to communicate this nuanced information to all internal stakeholders.

This case study will demonstrate how BBC Sport is combining quantitative research to understand the under 35 digital sport fan in the UK & user data analytics to reveal fans’ actual onsite behaviour to provide an overall picture of the u35 digital sport fan. This combined insight can show exactly how a piece of content works for which type of fan. Hear how this combined insight is delivering nuanced understanding and enabling better engagement.

Phillip WaiteHead of Audiences: Sport and 5 Live, BBC

Matthew Whittle, Senior Data Scientist, BBC

 

14.05 Multiple source analytics for fixture and pricing strategy

Ensuring Wembley stadium is full on England Men’s Senior football matches is a priority for the FA. Consequently, the FA wanted to optimise its fixture and pricing strategy and to predict likely attendance and revenues, for the upcoming England home fixtures.

Based on this brief, Bonamy Finch built a complex conjoint model seamlessly combining primary research with additionally sourced data and historical sales. It provided a simulation tool, taking into account match factors such as time of match, opposition, significance of match and other factors such as proximity to other Wembley matches to predict attendance.

In this session the research design and analytical process will be shared, along with the resulting impact on fixture strategy.

Paul Jackson, Head of Advanced Analytics, Bonamy Finch

Ross Antrobus, Head of Behavioural Insights & Business Analytics, The FA

 

14.30 Developing best practice advertising guidelines

Paddy Power Betfair recently reviewed all creative assets with the goal of establishing best practice guidelines for more effective development of its print and digital advertising, whilst meeting regulatory requirements.

This case study will demonstrate how the triangulation of marketing performance data, behavioural eye-tracking and the voice of the punter has successfully shaped the future-facing creative strategy of Paddy Power Betfair. 

Simon Thompson, Managing Director, Relish

Kate Wells, Insight Manager, Paddy Power Betfair

 

14.55 Afternoon refreshments

 

15.20 The future football fan

With a monthly reach of 25 million football fans, 180 employees and capabilities across 12 languages, Berlin-based Onefootball is a leading example of the new wave of sports media brand.

Hear how through a programme of research, Onefootball together with CrowdDNA have uncovered the mindset of the next generation football fan. Find out more about the young fans who have a global view on the game; who follow players as much as clubs; who are changing the game’s more entrenched tribal norms; who have a digital and always-on relationship with the game; who join the dots between football and other cultural forces – music, fashion, gaming.

Andy Crysell, Group Managing Director, CrowdDNA

Konstantin Escher, Head Of User Research, Onefootball

 

15.45 Women & gaming

More than half of the UK population actively gaming and the gender profile of gamers in the UK is almost balanced. Ipsos with the Interactive Software Federation of Europe (ISFE) will unveil the growing importance of women into the gaming culture in the UK by analysing consumer gaming trends, assessing attribution of the videogames sales by women, exploring conversations on social media platforms and contextualise all results into the wider UK cultural landscape. Hear the ISFE discuss what this insight means for them and the direction of the gaming market.

Abbie Hutchings, Research Executive, Ipsos MORI

Eduardo Mena, Research Director, Ipsos MORI

Simon Little, Managing Director, ISFE

 

16.10 Delivering game-changing insight to Sky betting & gaming

Sky Betting & Gaming in collaboration with Trinity McQueen has recently shaken up its approach to tracking its brands. It has switched away from traditional brand tracking, focusing instead on combining emotional and rational responses with internal transactional data and aligning these with an ‘always-on’ approach and frequent topical, qualitative deep dives. This has transformed how insight is viewed and used in the business.  

 

This session will examine the impact of the insight programme and demonstrate a number of examples where commercial decision-making at all levels of the business has been firmly underpinned by customer insight.

Mike Cooper, Research Director, Trinity McQueen

Jonathan Watts, Senior Research Manager, Sky Bet

 

16.35 Brand association: measuring the impact of sports sponsorship

In 2018 Barclays begun a research work stream to ensure it had a data-led approach to selecting appropriate sponsorship opportunities – specifically relating to football. The research objectives were to assess the brand impact of not renewing the Premier League sponsorship, understand the areas where Barclays could increase its brand presence and understand what impact the portfolio has on colleagues in different markets.

Hear how this research highlighted the long term value of Premier League sponsorship for Barclays, how sponsorship generated a sense of pride amongst employees and how the data led approach helped get senior stakeholders on board to support new sponsorship opportunities.

Aled Richards, Insight Manager, Barclays 

 

17.00 Close of conference


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