(Article originally published by Marketing Week, 2016)
Arsenal in engagement push as it launches first Premier League app for kids
Arsenal is the first Premier League club to launch an app specifically for young supporters as it makes ‘fans of the future’ a key priority.
Arsenal has become the first Premier League club to launch an app aimed specifically at young supporters as it looks to boost engagement and loyalty and give kids another reason to support the club.
The app is part of a growing focus at the club on its so-called ‘Junior Gunners’ – those aged between 0 and 16 who will be the “fans of the future”. Arsenal already has more than 36,500 Junior Gunners members, the most of any Premier League club, and is looking to attract more to the club through a focus on digital engagement.
“Our young fans are the fans of the future. Football supporters tend to choose their team at a very young age so we hope by launching this app that when kids come to choose their team hopefully they will choose Arsenal,” Anne-Lise Johnsen, Arsenal’s youth product manager, told Marketing Week.
The app, created by digital agency Koko, allows users to create their own avatar, receive up-to-date content on upcoming fixtures, squad lists and results and play games. Those games include ‘Pocket Player’ – a tamagotchi-style game where players must train, feed and rest an Arsenal Player – as well as ‘Squad Boss’, which allows kids to manage their own six-a-side team throughout the season and compete with friends.