Italian Tennis Federation

#IBI16 App

Objectives

The project of the Italian Open (Internazionali BNL d'Italia 2016) official app came about because of the desire of the Italian Tennis Federation to set up a complete communication channel to ensure everyone, fans and others, a dedicated and exclusive experience during the edition number 73 of the most important tennis event in Italy, which recalls from years in Rome the highest international tennis champions.

The goal was to give birth to a touchpoint through which spread all official information about:

  • Event (news, photos and videos);
  • Results (draws, live, program and timetable);
  • Statistics of the match;
  • Entertainment (food shop and quizzes);
  • Extras (sponsors, map, wifi).

Approach

The project for #IBI16 turned out really challenging with regard to the management of aspects such as time, the available data from different actors and users.

From the early stages we have worked closely with the client to get fast feedback and to benefit from a technical contribution which allowed us to focus on features, information and functions on which the attention of the users would focus. Nothing was left to chance, from the work plan definition to the continuous check with those who manage the various data streams.

This allowed us to get ready to the event with all what it takes to win one of the most important challenges we faced in terms of app development. An experience that has allowed us to acquire more background of absolute value in Mobile, sports and big events.

Execution

The project was developed with a streamlined approach of progressive interactions with the client's team with the aim to structure the platform quickly according to requirements, data and received feedback.

The first phase has seen us involved in the study and in the functions and processes design with the client's team. We then entered into the merits of the architecture design and of the integration with internal and external systems for data streams such as match results, live shows, statistics and the draw of the event. Simultaneously we proceeded in the app design choosing a linear and high-impact style, through a multi-block Home screen and a very simple and minimally invasive side menu.

The mobile app development was made in native mode with the possibility of dynamically load web contents: two iOS and Android applications have been realized with integration of some web views. We developed a Middleware software in Angular and NodeJS able to communicate with applications through APIs.

The presence of dynamic contents allowed the app to have considerable advantages in flexibility, updating speed and real-time content integration during the event.

It was also developed a backend for CMS and analytics management able to provide the client:

  • all relevant information such as personal data of registered users and the total number of installations;
  • management of the quizzes (multiple choice questions) and purchases inside the shop;
  • control over usage data and management of the push notification (send, opening).

Result

The #IBI16 app has achieved excellent results throughout the tournament (2 to 15 May 2016).

The considered metrics (quantitative and qualitative) recorded growing numbers, confirming that the app has also achieved the appreciation of users compared to previous years.

ASO

The correct setting regarding the App Store Optimization has allowed the application to go immediately to the first place in the stores for the target keywords. In particular, it has reached the top of the chart for "ibi", "ibi16", "Internazionali", "Internazionali BNL", "Internazionali BNL d'Italia", "tennis Roma" and the top 5 for 3 keywords.

USERS

As for the total number of downloads of the application, taking as reference the same number of days of the previous year (the two official weeks of the tournament), the app has registered an increase of 24% growth.

Interesting to note that for the first time has been created a profiled users database through the registration required in order to get some value-added services. This has led to +10k registered users.

KPI

To complete the picture of the KPI and summarize briefly some overall numbers achieved by the two versions of the app we mention:

  • Screen views: 1,447,451
  • Average Session Duration: 05:20
  • Most Viewed Section: TOURNAMENT
  • Access to view "LIVE": + 100k
  • Average rating on the App Store: 4.3 / 5
  • Average rating on the Play store: 4.4 / 5
  • The #IBI16 app was selected by iTunes as one of "Best new apps" and was highlighted in the store homepage. While on Google Play it entered as "App trend" within the Sports category.


The strategic decision to build a mobile app that would meet the needs of tennis fans has led to the achievement of important results and to the creation of an information archive on registered users.



The enhancements (quizzes with prizes, program of players training, timetable of daily activities since the previous evening, fast WiFi, match statistics, food purchase directly from the app - the first sport app that allow this during an event in Italy) in pair with the stability of the architecture and a sophisticated design made it possible to fulfill the promise made to users and to meet the challenge also in the context of high international tennis.

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