WTA Tennis
Increasing digital fan engagement throughout WTA tournaments
Leveraging gamification to drive fan engagement.
The WTA partnered with Low6 to explore new ways of increasing fan engagement across its tournaments, with a focus on creating a more interactive and sustained connection with its audience.
In response, we designed a Pick’em and Streak-based game aligned with the WTA tournament calendar. The experience allowed users to predict match outcomes through a series of questions, encouraging participation both before and during live events. To support engagement and retention, we introduced session-based and overall leaderboards, giving users clear feedback on performance and incentivising repeat interaction across multiple tournament stages.
To further enhance social engagement, users could create private mini-leagues to compete with friends, family, or colleagues. This feature helped extend the experience beyond individual play, fostering a sense of community while increasing ongoing participation throughout the tournament lifecycle.
WTA Pick’em
The WTA Pick’em experience was designed to be simple and accessible, allowing users to make predictions in under a minute through a streamlined interaction model. Players earned points for correct predictions and competed on a global leaderboard, creating a clear sense of progression and ongoing engagement.
To strengthen retention and social interaction, the product included private leagues where users could compete with friends, encouraging repeat participation and organic growth. Delivered as a lightweight web application, the experience was designed for seamless integration across platforms, making it easy to embed within existing digital ecosystems and drive users back to engage throughout the tournament.
WTA Streak
The Streak game focused on driving repeat engagement by rewarding consecutive correct predictions through a simple, low-friction interaction model. A live streak counter and clear feedback encouraged users to return regularly, while leaderboards and rewards added a competitive layer. The experience was designed for speed and clarity, making it easy for users to track progress and re-engage over time.
Results
The WTA Pick’em experience achieved strong engagement across a global audience, with over 30,000 users participating in weekly contests throughout tournament periods. With tournaments viewed in over 200 countries, the product attracted a geographically diverse user base spanning all six inhabited continents, with particularly high adoption in the UK, USA, Canada, Mexico, Brazil, and India.
The game resonated across key target demographics, with the majority of users coming from Millennial (38%) and Gen Z audiences (29%), highlighting its appeal to digitally engaged sports fans. Notably, the experience drove high retention, with 80% of users returning to participate in multiple contests, demonstrating the effectiveness of the game mechanics and engagement strategy.
