EY is taking rugby fan engagement to the next level with an exclusive app. Developed to give them an enhanced interactive digital experience during the upcoming British & Irish Lions Tour of New Zealand in June.
The app combines EY’s capabilities in digital and analytics to deliver in-depth performance. Information gathered from individual players club and international level matches from the past two seasons. The analytics capability was delivered by EYC3 Business Solutions. Which studied data from thousands of games and combined these results with expertise. Provided by international rugby legends Sir Ian McGeechan and Tim Horan. To develop a unique feature called “My Lions.” This gives rugby fans access to behind-the-scenes player information. To help them play as team selectors and coaches to deliver their favoured team.
EY is taking rugby fan engagement to the next level with an exclusive app developed to give them an enhanced interactive digital experience
A key aspect of the app is the new “My Lions” fantasy rugby gamification feature. Which will be launched following The British & Irish Lions squad announcement on 19th April. As the Tour approaches, fans will be able to select their Lions starting XV. Including captain and primary kicker, to take on the experts’ teams in a series of fantasy rugby games.
The app analytics are designed to randomly assign weather conditions, ground selection and referees. While fans will be able to select their “boost player,” preferred tactics and substitution start time to achieve a win, lose or draw result. Users can share their results on social media or compare with the experts’ teams’ and their friends performances. Through league tables featured in the app.
Before each of the three Test matches against the All Blacks. Fans will also be able to submit and share their preferred starting XV, before the team is announced by Head Coach Warren Gatland. So they can compare directly.
Norman Lonergan, EY Global Vice Chair – Advisory Services, says:
“We are excited to work with the Lions and are enjoying the opportunity to explore digital innovations. For one of the world’s best-loved touring rugby teams. Our involvement with this much-anticipated sporting spectacle demonstrates how EY employs its extensive digital capabilities and business intelligence in a way that differentiates us from our competitors. This initiative leverages EY data analytics experience in business and commercial applications extended to vitally impact the interactive engagement between the Lions team, their fans and sponsors.”
