Bulgaria's leading sports media platform demonstrates excellence in integrating Match Quiz functionality, creating a seamless and engaging experience that transforms traditional sports content consumption into interactive participation. Their implementation stands out for its strategic integration of Match Quiz within relevant sports content (articles, match coverage, etc.), successful brand partnership with Carlsberg, attractive prize structure, and thoughtful user experience design that successfully converts passionate sports fans into active game participants.
Fans United Implementation Background
With over 16 years of building a strong digital presence in Bulgarian sports media, this platform has established remarkable user loyalty, with 60% of their users visiting more than 100 times monthly. Despite this strong foundation, the platform sought to transform passive content consumption into active participation.
Their journey with Fans United features began in January 2023, starting with prediction-based gamification elements like Match Quiz and Top X. Following the integration, they successfully established a sponsorship agreement with the renowned global beer brand, Carlsberg. This strategic collaboration, aptly named "House of Fans," not only featured prominent branding but also encompasses the sponsorship of Match Quizzes for Liverpool's matches, where Carlsberg provides Liverpool-themed prizes.
Platform Integration
The platform has successfully integrated the Fans United functionality - which they branded as "House of Fans" - through multiple touchpoints across their digital presence. Beyond dedicating space on their homepage, they've seamlessly embedded Match Quiz within relevant sports articles and match coverage, creating natural engagement opportunities within their core content. This strategic placement not only ensures high visibility and easy access for users but also flows naturally alongside their primary sports content, creating a seamless blend between editorial and gamification elements while maintaining the platform's overall design aesthetic.
Homepage view showing 'House of Fans' section integrated below the platform's sports news feed
Match Quiz game seamlessly embedded within a sports article, allowing readers to make predictions without leaving the content
Navigation & Access
The Match Quiz feature is easily accessible through a prominent Games menu, providing clear navigation to:
- Active games currently accepting predictions
- Upcoming games scheduled for future dates
- Past games with historical results and winners
Users can also seamlessly switch between different game types (Match Quiz, Top X, Classic Quiz, and others) while maintaining a consistent interface throughout their experience.
Intuitive tab system, allowing users to easily switch between Active, Upcoming, and Past games with a single click
Past games view showing completed Match Quizzes with various brand sponsorships, including Carlsberg (for Liverpool matches) and Vivacom, with ranking access for all finished games
Game Interface
The Match Quiz interface features a clean, user-friendly design with:
- Organized tabs displaying Game Interface (default view), Rankings, Winners, and Rules sections
- Easy-to-use prediction interface with up/down toggles for some markets (correct result) or simple yes/no options for markets such as "Will there be a penalty?"
- Comprehensive display of all sports entities, including team logos and player pictures (if there are markets about players)
- Prize display integrated into the header image
- A submission confirmation process requiring explicit acceptance of game rules before allowing players to submit their predictions via a prominent "PLAY" button
The interface allows users to make predictions on multiple markets (configurable) for a single match.
Popular predictions are displayed for each market, showing the percentage of users who selected each option, providing social proof and engagement insights.
Prize Structure
Their implementation of Match Quiz has been particularly successful in terms of attractive prizes. For Liverpool matches, they offer Liverpool merchandise rewards such as scarves and jerseys through their partnership with Carlsberg. These quizzes are prominently branded with Carlsberg's logo.
For other match quizzes, prizes often include high-value electronics such as 4K UHD Smart TVs and smartphones. For example, one quiz offered a "Vivacom 5G Pro Smartphone" and was branded with Vivacom's logo.
This approach of combining sports prediction games with valuable branded prizes has created mutually beneficial relationships with sponsors while significantly driving user participation.
User Engagement Metrics
The platform demonstrates strong and consistent engagement in Match Quiz games:
- Individual games consistently attract between 300-800 participants
- Last month shows over 1,500 unique users participating in at least one game
- Over 250 highly engaged users have participated in 5 or more Match Quiz games
These metrics demonstrate the effectiveness of the Match Quiz implementation in transforming passive content consumers into active participants, while also creating valuable advertising opportunities through increased engagement.
Further Reading