The Gamification of Live Sport in Pubs

Live sport has played a pivotal role in many pubs for decades; the friendly banter, the edge-of-your-seat moments, the roar of cheers and smug commiserations. And despite the many challenges the hospitality industry is facing, there is a clear appetite for live sport in pubs. 

In fact, a recent study found that 73% of sports watching pub goers are visiting pubs to watch sport more or the same as they were 12 months ago.

There was a time when watching a match in a pub meant simply enjoying the game with friends, with a cold drink in hand. And while this is great, as technology advances and consumer expectations evolve, the traditional sports pub experience is transforming. 

Enter: the gamification of live sports in pubs - a trend that’s changing how fans engage with their favourite teams and matches.

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What is Gamification?

Gamification involves integrating game mechanics into non-game environments to increase participation, engagement, and loyalty. 

In the context of live sports in pubs, this means incorporating elements like points, leaderboards, challenges, and rewards to create a more interactive and immersive experience for patrons.

We’ll give some examples later, but think interactive apps and platforms, augmented reality experiences, and fantasy sport integrations. 

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Benefits for customers

Pubs are social hubs, and are pillars in their communities. That’s why gamification works so well in them. 

It can help enhance individual experiences, and foster community and social interaction. 

• Exclusive rewards and incentives: Rewards are a key element of gamification. Pubs can offer exclusive incentives such as free drinks, discounts, or VIP seating to top performers. These rewards not only enhance the gamified experience, but also build customer loyalty and encourage repeat visits. 
• Leaderboards and competitions: Many pubs have introduced digital leaderboards and display patrons’ scores from various games and challenges. Whether it’s a trivia quiz or a prediction contest, these leaderboards allow customers to take part in friendly competition and social interaction. 
• Team based challenges: Some pubs organise team-based challenges where groups of friends can compete against other groups. This creates an environment where the social aspect of watching sports is enhanced, and gives customers an opportunity to bring more friends to the pub and have a social experience.
• It’s enjoyable: This seems like an obvious one, but gamification enhances the live sport experience, and makes it even more fun to take part in. We all love a competition, receiving prizes, and having a bit of fun. 

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Benefits for pubs

The gamification of live sport in pubs isn’t just fun for customers, it can provide very real benefits for pubs too. 

• Increased patronage: By offering a unique and engaging experience, pubs can attract more customers. The competitive and interactive nature of gamification can draw in sports fans who are looking for more than just a place to watch the game. 
• Longer dwell time: Gamified experiences tend to keep patrons in the pub for longer periods. The more engaged they are, the more likely they are to stay until the end of the match, order more food and drinks, and participate in post-game activities. 
• Enhanced customer loyalty: Offering a memorable and interactive experience helps build a loyal customer base. Gamification creates a sense of community and belonging, encouraging patrons to return for future games and events. 

Now, let’s look at the gamification of live sport in pubs, in action.

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Startle x Greene King: Score King

At Startle, we work with some awesome pub brands. With our music services, digital signage, Startle Arena, Ultimate DJ and Rock and Roll Bingo, we know a thing or two about creating the perfect all-round experience for pub customers.

One of our wonderful customers is Greene King. They are the country’s leading pub retailer and brewer, welcoming punters to over 2600 pubs, restaurants and hotels across the UK, and they are one of our longest standing happy customers. 

Greene King are hellbent on providing their customers with the best entertainment, and that doesn’t stop at our playlists. 

Tacking on to the sense of community and connection that sport inspires in pubs, our team of experts built the ‘Score King’ game for Greene King, part of the Greene King Sport app. 

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Score King allows customers to engage further with the match that’s being played, and compete for instantly redeemable prizes by predicting match results; which team wins, and the exact score. In the 23/24 season alone, over 2 million prizes were awarded, and over 9 million predictions were made. Pretty incredible. 

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The Future of Gamified Sports Viewing

As technology continues to advance, the gamification of live sports in pubs is likely to become even more sophisticated, impressive and fun. With the potential integration of virtual reality, augmented reality, and the continued enhancement of mobile applications, the possibilities are endless. 

Pubs that embrace this trend will not only stay ahead of the competition, but also redefine what it means to watch sport in a social setting, by turning passive viewing into an active, engaging and rewarding experience. 

We’re excited to see where this can go, and how the benefits for customers and pubs will both continue to grow.