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Rugby fan experience transformed by digital platform

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The South African Rugby Federation has embraced digitalisation as a key enabler of its strategic aspirations. It has worked with Accenture to transform fan engagement for Springbok supporters with the launch of a digital fan platform.

“Digital technology and social media have transformed how modern fans watch, support and engage with their favourite teams,” says SA Rugby CEO Jurie Roux. “To maintain our relevance amid this new market dynamic, and grow our fan base, we’ve acknowledged the vital need to digitally transform our organisation.”

Wayne Hull, managing director for Accenture Digital in Africa, says: “SA Rugby’s ambition to pivot to a more fan-centric strategy requires digital design, content, platforms and insights because modern consumers, including loyal Springbok supporters, engage predominantly via mobile digital channels and expect hyper-personalised experiences.”

Accenture Digital’s development process started with quantitative and qualitative research, which informed the user experience (UX) design guidelines and content strategy for the digital fan engagement platform.

“To know what fans want, we needed to understand the fans themselves,” says Hull. “The Accenture Digital team mined the research data and identified multiple fan ‘personas’, which all have different content consumption, platform functionality and engagement preferences.”

The platform development team focused on three critical elements to meet these requirements – the customer experience (CX), the engagement engine and cloud-based deployment.

“To deliver a memorable and engaging CX, Accenture Digital leveraged leading digital experience software,” says Hull. “The result is a fully integrated and responsive platform that creates seamless, personalised digital fan experiences across SA Rugby’s content, commerce and digital marketing initiatives in a manner that makes fans feel recognised and connected to the players and the game.”

The new platform will serve as the first point of call for any rugby fan who wants to get their data fix with exclusive statistics, analytics and insights. The platform’s content style will include more visual elements – videos and images – with more concise articles that are easier to digest, in accordance with evolving content consumption preferences on mobile screens. This will complement long-form thought leadership and insight pieces. 

In addition, fans will enjoy exclusive access to player-related content, such as behind-the-scenes footage and game and training performance stats. SA Rugby will also benefit from the ability to track comments and mentions via the Sitecore analytics platform Accenture Digital implemented, to respond and engage in the conversations Springbok fans are having on social media about the game, the teams or the players.

To do this, SA Rugby required a consolidated view of the customer. However, data resided in disparate sites across ticketing providers and SA Rugby’s e-commerce and online magazine databases. This information will be consolidated into the CRM system, with multiple integration points available to leverage this data.

The CRM system’s functionality will help to reveal insights such as fan communication preferences and their likes and dislikes, which will place hyper-relevance at the core of SA Rugby’s fan experience and engagement strategy.

 The final element in the platform development was cloud deployment, which allows fans to access the platform from any device that has an internet connection. The platform is hosted within the Microsoft Azure environment, which is stable, secure and fully redundant. It gives SA Rugby the flexibility to manage the platform themselves, with the option to integrate or scale additional functionality down the line.

Based on the outcome, Hull believes that Accenture Digital has successfully reimagined, built and delivered a world-class, modern and mobile-friendly digital fan platform that creates a fun, immersive and engaging experience for fans.

“It’s a major step towards helping SA Rugby realise its ambition to become a fan-centric, forward-looking and nimble organisation, and we look forward to building and developing the platform further with the team as their digital fan engagement requirements evolve,” says Hull

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Gaming gets rad at Rand Show

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With the opening of the 125th Rand Show at Nasrec, south of Johannesburg, today, gamers and cosplayers have a new destination to strut their stuff.

A new addition to the show, the Gaming Entertainment Pavilion, is offering anything from gaming and cosplay to dance-offs and  science displays.

The organisers provided the following information (although several million exclamation marks and exaggerations have been removed!):

Fortnite Tournament

There was a time when Gaming was a considered a solitary pastime, confined to single player consoles; but that truly is a thing of the past with a fully immersive Fortnite Tournament open to all Fortnite afficionados and even those just starting out. Players can battle it out over both show weekends, including a final on each weekend. Family fan clubs can also get in on the action with live broadcasts of the game as it happens across screens – a full-on Fortnite family affair. Sponsored by PlayStation, gamers are truly going to be spoiled and should get in on the action as fast as they can because R 100 000 in cash prizes is up for grabs.

Smart Technology Centre will deliver a super-fast FibreMAX 500Mbps fibre link, wholly dedicated to the gaming pavilion to ensure that absolutely nothing ruins the thrill of the National Fortnite Tournament. 

“As the exclusive connectivity provider, we have gone all out to ensure an amazing experience for gamers,” says Dillynn Els of Smart Technology Centre (STC), an internet service provider (ISP) and IT technology partner. “When it comes to gaming and the best experience possible, it’s all about ensuring we provide a dedicated, uncapped, unshaped connection that makes every second count.”

Keen players can come along and enter on the day, but don’t delay because space is limited.

Fortnite Inspired Dance Off

Visitors can come along and be entertained by the finalists in the Fortnite inspired dance-off. There will be daily dances to enjoy for the entire duration of the show.

Come and play – Cosplay, to be exact.

The stage is set for a celebration of creativity and imagination that is going to be literally out of this world. Super hero heavy weights and masters of the mysterious will be letting their creative vision loose and take part in various Cosplay Tournaments and a visually stunning Cosplay Masquerade. Come see what all the fuss is about and get lost in this world costumes, colour and creative talent.

Games, Games and Science

For those wanting to get their gaming on, there will be three free play areas sponsored by Xbox with a host of games available to play. Xbox will be giving away 3 Xbox 1’s and an awesome Xbox 1X, but you truly have to be in it to win it, so make sure you don’t miss out.

The Kalahari Scientist will be onstage delighting visitors with his explosive displays that are guaranteed to up the ooh and aah factor with audiences young and old.

But wait, there’s more

Along with the larger-than-life gaming entertainment offering, visitors will also get to be the first gamers on SA soil to get a sneak peak of PlayStation’s brand new Mortal Kombat 11. Don’t miss your chance to experience the continuation of this epic saga through a new cinematic story that is more than 25 years in the making. The iconic showcasing brutal battles like never before, along with a host of customisable fighters with enhanced graphics and animations.

Other activities at the Pavilion include VR Experiences, a full-on NAG Nerf Arena, Gaming vendors with awesome gaming content, retailers selling gaming related products and software, and tutorials and workshops on how to improve your gaming skills, Celebrity Fortnite match off for charity.

With huge sponsors such as PlayStation, Xbox, MMS, NAG, SABC 2 and Smart Technology, the Gaming Entertainment Pavilion is geared up to become a hot zone of entertainment.

Win big

In case the entertainment offering just doesn’t get the heart beats racing fast enough, an all-expenses paid trip to TwitchCon USA, sponsored by PlayStation, in conjunction with 94.7 Highveld Stereo, is waiting for one lucky visitor to grab it. Every ticket purchased into the Entertainment Gaming Pavilion qualifies as an entry, so bring the whole family along for the ride.

Tickets to the Gaming Entertainment Pavilion can be purchased at the show for R 20 which gives the ticket holder access for  two hours.

The pavilion will be open from 14h00 to 19h00 weekdays and 10h00 to 19h00 on weekends from 19 to 28 April 2019.

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Riaad Moosa show debuts on Vodacom Video Play

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Riaad Moosa’s comedy special, Life Begins, will be the first major local title to be released on Vodacom’s video-on-demand service, Video Play.

As an award-winning comedian, actor, writer and presenter, Riaad Moosa is one of South Africa’s most renowned funny men. His one-man show is available for download on the platform from today, 26 April 2019. Life Begins is rated PG-16L

Vodacom’s says its affordable video-on-demand service, Video Play, has had an incredible uptake since its launch in August 2018, with over 2-million subscribers. 

“But with a proliferation of affordable video-on-demand platforms available to the South African market, what is it that gives Video Play the competitive edge?” it asked in a release this week. “Recognising the consumer’s need for flexibility and freedom of choice, Vodacom has ingeniously developed an adaptable subscription model that puts the power in consumers’ hands. Forget being tied down to a monthly subscription. Video Play gives consumers the liberty of choosing a daily, weekend or even monthly package. 

“Blockbuster movies can even be viewed for a once off cost, without subscription. Furthermore, these bundles can be purchased according to niche categories and genres, from Bollywood movies to gospel music.”

Consumers are able to pay for movies and series by using their airtime or adding it to their bill, eliminating the need for a credit card. Subscribers are also able to purchase video-specific data at a fraction of the regular price to consume constant content without overspending. Daily subscriptions start from R5 a day.

Zunaid Mahomed, Group Digital and Fixed Services Officer, says: “Video Play has enabled the company to provide a seamless and enjoyable customer experience. With the addition of Riaad Moosa’s Life Begins, we’re excited to offer consumers even more quality content and a wider variety of entertainment on demand than ever before. We’re putting quality entertainment, into the hands of anyone with a mobile device and an internet connection.”

Riaad Moosa describes his show as “very philosophical and existential”.

“It involves the normal issues of getting older while at the same time experiencing, at a maturity where I’m supposed to be wise, a world that is completely turned on its head.  It’s about how I negotiate all these things happening around me while trying to maintain a positive attitude. Through my comedic lens, I hope to put a different spin on that and hopefully I can enter my next 40 years with renewed vigour and excitement.”

To access Riaad Moosa’s Life Begins comedy special, register for Video via the Video Play website (www.videoplay.co.za).

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