“People who would watch the shows are football fans. Now there are great football fan games like fantasy football – which Miostadium already has – but we wanted to create something more collective and competitive,” said Patrick Leclercq, chief strategist for Bates Singapore.
The result was Break the Net, a simple strategy game where players try to break panels on a digital net while using bonuses strategically in front of an audience of other players. Each week the best performing player is awarded with collectible football memorabilia such as a jersey signed by Lionel Messi.
“Trying to ‘break the net’ in a room with others trying to achieve the same goal is a rush and challenge that taps into the fan’s competitive drive,” Leclercq said.
To tie the game back to the shows on Singtel Mio – Tiger Goals on Sunday, Tiger It’s your Shout, and Samsung Score – videos of the show hosts cheering the players on pop up during the game.
“We didn’t want to do a traditional banner shouting ‘watch the show!’," Leclercq said. "That would be very boring on Facebook. The custom messages from the show hosts encouraging the players and help them connect and engage better with the game.”
The game, which was launched on 13 January, will continue until the end of March. To date, the game has drawn over 1,000 players and driven viewership of Tiger Goals on Sunday up by 50 per cent, Tiger It’s Your Shout up by 174 per cent and Samsung Score up by 66 per cent.
