Women's Game - product case study

This year I’ve discussed how women’s sport changes the current landscape. It seems it is becoming more and more attractive in terms of partnerships, revenue streams, and engagement. Today, I would like to talk about the Women’s Game app and try to find the real value of this product and find the answer for: why?

What’s inside?

• Market Overview

• Product Idea

• Landing page

• App

• Ideas

• A note from Author

Market Overview 📈

Interest in women’s sports is growing at a meteoric pace. (Nielsen)

85% of industry leaders forecast double-digit growth in women’s sports. (SP)

Most watched women’s live sports in the US as of March 2023 were Basketball at 50%, Tennis at 45%, and Soccer at 39%.

Deloitte predicts that in 2024, revenue generated by women’s elite sports will surpass US$1 billion for the first time, with US$1.28 billion in total ⚽️ (Deloitte)

The global population is excited for the Women’s World Cup, rising from 34% before the 2019 Women’s World Cup (Nielsen)

Even in 2021, a total of 381 sponsorship deals were reported, accumulating an estimated value of $USD 136.96m. (Infront)

LEGO collaboration with UK women’s football.

Source (Statista)

Product Idea ✍️

What is the Women’s Game app? If you open the website, it says it all.

The first app for Women’s Football

From this point, we should have a closer look and think about the product idea and what is behind it.

It’s an all-in-one app with quality content, the latest news, stats, and results from college soccer to the Top Leagues. Everything you need in one app for women’s football.

Features you can find right now:

• News

• Videos

• Transfers

• Stats

• Upcoming games

• League table

• Community (this topic I want to cover more a bit later)

It seems that you’re covered with the basic functionality and you don’t need to find information in another place. Smart move I think.

I went further and decided to check if they are the first app in this category and it seems like yes.

Have a look on Reddit with 2 years old post about any suggestions and I saw nothing.

If you google: app for women's football

Top 1 in Google.

I don’t want to say they don’t have competitors, but seems they are number one in the current race. They have a very good chance for growth with the right approach.

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Landing page 📃

What I like both about their web page and app, it’s clear and isn’t overcomplicated.

From the website, you understand what you get.

You don’t need a long story. Your title made half of the work already.

Also, the color palette is very good.

So, it covers all user needs and explains what is this about.

App 📱

The application itself is very simple and has all the navigation you need to track your favorite club, match, and check lineups. Easy to navigate plus very intuitive. Shortly, you don’t have long onboarding and spend too much time until you get what you need.

However, I found at least some gaps where I would improve.

If you click Matches - Calendar you’ll be navigated to Calendar, but here is the question. What kind of information this calendar are giving to me? I see only an empty calendar with the current date. If I already have my favorite team, I would prefer to see all upcoming games. I agree that if you have more than 1 team, it might be difficult to implement this kind of solution. Anyway, at least from my point of view I create more visibility and provide more information.

Furthermore, as an additional feature, when you click on the date, you can see the upcoming match and information about it.

You could see upcoming matches in the feed, but why do you need a calendar then? 😉 Use it as I’ve expected. 😅

As an example to highlight what matters, they can use their style.

Long story short. The application has all the needed features of Women’s Football that have any application of live stats or scores. How to stand out and win the competition?

Ideas ☄️

1. Community is a power.

• What I like about the app, is that this main feature is community. Maybe it’s unclear from the beginning, but you’re joining women’s football fans and belong to the group. Now you have a community feed in the application where you can post, share feedback, and comment but I think it’s one of the main directions for the development of the app. Why?

• We need to work more on the profile section to have more information about members. Basic information, short description, favorite clubs, etc.

• Give opportunity to write a deep content for members. It should get approval from an admin first, but to have a feed with expertise from members is worth more than ever. The news feed is good, for having news, but I would prefer to read content produced by the members of the community and application. Yes, it’s hard to create, you should think about author rewards, but in the long-term, it makes sense even for marketing if I share the content that I like.

2. Exclusive content.

• I saw highlights of the match for my team, but the latest update was 5 months ago. What is the reason behind it? I prefer to have a highlight after each game. That’s the main part that should be improved shortly.

• In order to make it more private and community-based, try to aim for exclusive content from leagues, and clubs. Special interviews, video content, or behind-the-scenes. Something that brings additional value to the application.

3. Offline events activation

• This requires additional resources, but creating a community offline is a huge step ahead. Different countries, different events, different people with the common goal to grow women’s football. It could be local football tournaments or watch together party. Why do I consider this important? What I like most in products, it’s the story behind them. One of the football startups Prematch is organizing tournaments for investors and the team itself. They do it at least once a year. They have fun, tell the story, and attract even more attention to the product itself. I love this concept. I repeat it all the time, virtual is good, but we have to find a good combination between offline and online.

4. Live tracking for the match

• One of the good things they can do is to add a simple live tracking feature for the match. Something as simple as LiveScore has for their match.

A note from the author ✍️

Personally, I think that women’s sport is becoming very popular. It’s not only about football. It’s just the very beginning and over the years we’ll see more products in this category.

Anyway, it’s always about to have fun.

P.S. Do you have your favorite app in women’s sports? Please share with me!

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Cheers,
Taras ✌️