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Leveling up fantasy sports with personalized reminders & updates

Driving weekly engagement with real-time, personalized updates for fantasy sports managers.

Challenge

The Premier Lacrosse League’s “Weekly Fantasy” let’s fans create a fantasy lineup and compete for prizes.

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This fan-favorite format keeps the Fantasy experience fresh. However, it requires fans to save a new lineup every week, resulting in a decrease in participation later in the season after managers forget to save a lineup.

Strategy

Our team set out to increase week-over-week engagement by delivering timely, personalized messaging to fantasy managers. Messaging would make it easier for users to save a lineup, enable analysis, and provide real-time updates.

Results

This multi-channel messaging strategy improved weekly retention by 25% and contributed to a 2X increase in average session duration.

Braze Tools: Catalogs, Canvas, API-triggered messaging, liquid scripting, HTML email design 
Messaging Channels: Email, push notifications, content cards, and in-app messages 

Delivering what fantasy managers want, when they want it

Timing is everything in fantasy sports, especially for Weekly Fantasy managers who have unique goals before, during, and after games take place:

1. Analyze and build lineup | Tue-Fri | Before Games
2. Track live action | Sat-Sun | During Games​​

3. Review Performance | Sun-Mon | Postgame

 

Our messaging campaign was crafted to help managers to reach these goals during the week.​​

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Sending reminders that excite, not annoy

Automated reminders get annoying, fast. To break this mold, we personalized automated reminders with these Braze tools:

 

  1. Personalization with Liquid: Inserted users' fantasy team name into subject lines and push notifications.
     
  2. Dynamic message variation: Filtered users based on recent behavior and rotated delivery of 16 different push notification variants to avoid fatigue.
     

  3. Delivery of personalized content: Drove lineup saves with weekly content series. Sent to target users based on their favorite/active fantasy players. 

Keeping managers in the game with real-time updates and stats

Come game day, fantasy managers don’t just want general updates; they want their updates.

We used API-triggered messages to deliver push notifications to managers if their lineup reached specific milestones. 

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Email

More ways to win with personalized recaps

As soon as the final whistle sounded, managers were looking for ways to relive their wins.

 

Using Liquid scripting and HTML, we created an automated email template breaking down each user’s performance. This email allowed users to view their rank, total points, and compare their lineup to the top lineup of the week. 

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Using Braze Catalogs, we stored weekly prize information. Liquid code would evaluate the current week and insert copy revealing the next week's prize. 

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Results and takeaways

In a world where we all receive dozens of emails and notifications every day, message personalization helped our team cut through the noise. This hyper-personalized messaging strategy improved weekly retention by 25% and contributed to a 2X increase in average session duration.

 

Other highlights:

  • Reminder notifications personalized with user data were opened 8-12x more often than those without. 

  • Emails segmented based on player and team preference boosted open rates by 15-20%. 

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