The Rise of Gamification and UGC in Sport

What is gamification? And why should sports brands and marketers pay attention?

As the media landscape continues to fragment, sports organisations are under pressure to find new ways to connect with valuable audiences. Gamification—integrating game-like mechanics into marketing strategies—has emerged as a powerful tool for fostering deeper fan engagement, increasing participation, and driving revenue. With video games now the primary social outlet for 40% of millennials and Gen Z (Deloitte), and half of those under 34 more likely to engage with fantasy-style games, the opportunity for sports brands to build immersive experiences that convert fans into loyal customers has never been greater.

At WePlay, we help brands and rights holders navigate this evolving landscape by leveraging gamification and user-generated content (UGC) to create meaningful, measurable impact. The key to success? Building digital experiences that feel native to the audience, encouraging active participation rather than passive consumption.

Gamification beyond gaming: a marketing imperative

Gamification isn’t just about creating standalone games—it’s about embedding game-like elements into the fan experience to increase engagement and drive direct-to-consumer (D2C) growth. Sports brands are increasingly using gamification to enhance matchdays, introduce new fan touchpoints, and build lifestyle-driven narratives that merge sport, fashion, music, and technology.

A standout example is Wimbledon, a brand historically rooted in tradition rather than youth engagement. In 2023, Wimbledon launched ‘Race to Wimbledon’ on Fortnite—an immersive, gamified journey through London that allowed players to drive, parkour, and fly to the iconic All England Club. This innovative approach repositioned Wimbledon as more than just a historic tournament; it modernised its brand perception, making it more accessible and relevant to younger audiences.

How WePlay is leading the way: PSG, Discord & Roblox

At WePlay, we don’t just talk about gamification—we deliver it. Our work with Paris Saint-Germain (PSG) exemplifies how sports brands can tap into gaming culture to strengthen fan relationships and build new revenue streams.

PSG’s challenge was to engage a younger, digital-first audience on their terms. Enter Discord and Roblox—two platforms at the heart of modern fan engagement.

• Discord: WePlay helped PSG build a dedicated community on Discord, a platform designed for real-time interaction among digital natives. By integrating gamified elements such as rewards, leaderboards, and interactive content, we transformed passive followers into engaged, active fans.
• Roblox: Understanding the growing influence of UGC and virtual identities, we worked with PSG to launch ‘PSG OBBY’ on Roblox—a Paris-themed obstacle course where players progress through levels, earn free UGC items, and participate in interactive surveys to shape their digital personas. This initiative blended entertainment with engagement, offering fans an interactive way to connect with the club while reinforcing brand loyalty. 

The Future of Fan Engagement: The Creator Economy & Gamification

As the creator economy continues to thrive, gamification will play an even greater role in sports marketing. By giving fans the tools to shape their own experiences—whether through branded in-game items, interactive challenges, or digital storytelling—sports organisations can amplify social interest, increase dwell time, and ensure that fans remain engaged long after the final whistle.

At WePlay, we specialise in making this happen. Our expertise in gamification, UGC, and audience activation allows us to craft immersive digital experiences that drive measurable fan engagement and revenue growth.