Melbourne Storm Rugby League Club Turns to Badgeville to Gamify Fan Participation and Support

REDWOOD CITY, Calif., April 14, 2015 /PRNewswire/ -- Badgeville, the global leader in business gamification, today announced a partnership with Melbourne Storm who play in Australia's National Rugby League competition to bring gamification to Storm members and fans. Lightning Rewards - a loyalty program powered by Badgeville's gamification technology - rewards the Club's members and fans for a wide range of actions that show support for the team.

Through the Lightning Rewards program, Storm members and fans receive rewards by engaging with the club, buying food, beverages and merchandise at games, consuming content on the website, or engaging with Storm's social media accounts. Prior to teaming up with Badgeville, Melbourne Storm was using pre-existing tools to track fan activity, but were running into roadblocks when channels remain siloed.

"The modern fan has a range of ways available to them to show support for their team, so we aim to reward our supporter's behaviour whether that is on our website, via our social accounts, at the game or with our sponsor partners," said Melbourne Storm Marketing Director Mike Billing. "There is no other program like this in Australian sport that integrates smartcard technology to track spending at the stadium, integrates sponsors as well as rewarding digital actions across social and our own website."

Through Badgeville gamification, Melbourne Storm aims to increase loyalty among fans and drive revenue. By leveraging earned and tiered status, promoting challenges and motivating via intrinsic and extrinsic strategies, its incorporated gamification into its greater plans to innovate within the athletic industry.

"We at Badgeville are very excited to be partnering with Melbourne Storm and working with a brand that is at the forefront of gamification strategies in sport across the world. The Lighting Rewards program is highly innovative. It uses leading-edge Badgeville game mechanics such as ranks, challenges, rewards and leaderboards to engage fans," said Laura Lilyquist, Vice President of Marketing at Badgeville.

Selecting Badgeville as its gamification provider was a part of business growth strategy for Melbourne Storm. In addition to gamifying the fan experience, Storm members' new smartcard enabled membership cards, powered by Vix Technology, will double as a payment device at the stadium and with sponsors.

For more information, visit www.badgeville.com 

About Badgeville
Badgeville drives success through business gamification with its unique combination of products, platform and analytics offered as-a-service. Badgeville is the industry leader with hundreds of name brand global customers. Founded in 2010, Badgeville is based in Redwood City, CA and New York City. To learn more, follow @Badgeville or visit www.badgeville.com

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