NBL
Bringing Fans Closer to the Game with the NBL Voice App
My Role & Expertise
"I defined and executed the strategic vision for the NBL Voice App, shaping its UX engagement model as a digital activation. I designed voice interactions and implemented a CRM strategy to streamline ticket purchases. I also developed a multi-channel marketing approach that expanded NBL's digital presence beyond social media. Collaborating closely with developers, designers, and the NBL team, I ensured the app delivered an engaging, brand-aligned experience."
1. THE CHALENGE
Keeping Fans Connected in a Changing Sports Landscape
Australia's National Basketball League (NBL) has traditionally relied on stadium attendance as a core revenue stream. However, the pandemic disrupted live sports, forcing leagues to rethink how to keep fans engaged and drive ticket sales in an uncertain landscape.
At the same time, the explosion of online shopping led to a massive surge in digital advertising costs. Social media, once a powerful fan engagement tool, became oversaturated with ads, making it harder for brands to reach their audience organically.
The challenge was clear:
How do we maintain fan engagement when stadium attendance is uncertain?
Can voice tech offer a more direct way to connect fans with NBL content and ticket sales?
2. THE SOLUTION
A Smarter and More Personalised Way to Reach Fans
To bridge the gap between fans and the NBL during the COVID-19 pandemic and bypass the crowded digital landscape, giving fans instant access to NBL content, we developed the NBL Voice App for Amazon Alexa and Google Assistant. This voice-first experience gave fans everything they needed without scrolling through endless social feeds and ads.
Through natural voice interactions, users could:
Get Real-Time Match Updates
Instantly check upcoming fixtures and results.
Set Personalised Match Reminders
Never miss a game with voice-activated alerts.
Track Team Rankings & Standings
Stay updated on the league ladder without searching online.
Listen to Live Game Coverage & Podcasts
Enjoy hands-free sports content anytime.
Purchase Game Tickets with a Simple Voice Command
Skip the ad-driven ticket funnels and buy directly.
By leveraging voice technology, the NBL strengthened its connection with fans, offering an interactive, distraction-free way to stay engaged with the league.
3. THE RESULTS
A More Connected NBL Experience for Fans
Increased Fan Engagement
The NBL Voice App provided an ad-free, direct channel for fans to access match updates, team rankings, and exclusive content without social media clutter.
A More Personalised Experience
Unlike algorithm-driven feeds, the voice app delivered instant, tailored updates, keeping fans informed with minimal effort.
Seamless Ticket Purchases
Fans could buy game tickets through voice commands, avoiding the friction of online ad funnels.
Expanded Digital Presence Beyond Social Media
By integrating Amazon Alexa and Google Assistant, the NBL established a new way to reach fans beyond traditional ad-heavy social platforms.
Engaging Fans in Different Ways:
Voice Technology vs. Social Media
NBL Voice App | Social Media |
|---|---|
Accessibility | Accessibility |
Hands-free, instant access to content with voice commands. | Requires manual interaction, scrolling, and searching. |
Personalisation | Personalisation |
Tailored match reminders, real-time updates, and interactive Q&A. | Algorithm-driven content but less direct interaction. |
Engagement Type | Engagement Type |
One-on-one, interactive, and immersive experience. | One-to-many, social-driven engagement with mixed interactions. |
Convenience | Convenience |
No need to type or search—just ask for what you need. | Requires active browsing, notifications, and reading. |
Real-Time Utility | Real-Time Utility |
Instant match details, schedules, and ticket purchases. | News feeds deliver updates, but finding key info requires searching. |
Brand Connection | Brand Connection |
Direct engagement with the NBL through exclusive content. | Engages users in a broader, more social-driven environment. |
Call-to-Action Effectiveness | Call-to-Action Effectiveness |
Voice commands streamline actions (e.g., “Buy NBL tickets”). | Clicks or links required, adding more friction to conversions. |
Longevity of Engagement | Longevity of Engagement |
Encourages habitual use for checking fixtures and team updates. | Engagement varies, often depending on trending topics. |
Cutting Through Digital Noise with Smart Engagement
The NBL Voice App proved that voice technology could offer a more personal, direct, and cost-effective way to engage fans when digital ad costs and competition for attention were extremely high.
By embracing voice-first engagement, the NBL strengthened its connection with fans and provided a smarter way to access game content, match updates, and ticket sales.