Industry Insights: Play to Win: Building Profitable Fan Loyalty Through Gamification and Meaningful Rewards - AXS DRIVE 2025 · 22:36

Discover how leading brands and sports organizations are leveraging gamification, personalization, and data-driven strategies to build profitable fan loyalty. In this session, Iiana Leykekhman, Senior Manager of Loyalty & Product Strategy at Oracle, shares insights on creating engaging fan experiences, driving revenue, and turning casual fans into lifelong advocates. ✅ Learn how gamification transforms fan engagement ✅ Explore real-world success stories like Chipotle Rewards & Red Bull Racing ✅ Understand the role of data capture and personalization in loyalty programs Key Topics Covered: Gamification in sports and entertainment Personalization and zero-party data Real-time engagement strategies Case studies: Chipotle & Red Bull Racing Monetizing fandom globally Timestamps 00:00 – Introduction & Session Overview 01:18 – Why Fan Engagement Matters 02:10 – Personalization & Expectations in Modern Experiences 03:36 – Stats on Gamification & Loyalty Impact 04:36 – Chipotle Rewards Case Study: Gamifying Spend 05:38 – Challenges & Visual Dashboards for Engagement 06:34 – College Program & Behavioral Data Capture 07:36 – Capturing Zero-Party Data Through Interactive Experiences 08:23 – Building a 360° Fan View & Year-Round Engagement 09:14 – Global Fandom & Monetization Opportunities 10:22 – Gamification in Stadiums: QR Codes & Real-Time Offers 11:07 – Reward Structures: Points, Badges & Sweepstakes 12:49 – Driving Incremental Spend & Loyalty Through Rewards 13:26 – Red Bull Racing Paddock: Gamification in Formula 1 15:06 – Race Predictor & Leaderboards: Competitive Edge 16:06 – Unlocking New Revenue Streams & Global Campaigns 17:19 – Fan Design Contest: Make Your Mark Campaign 19:46 – Impact of Rewards on Fan Loyalty & Brand Advocacy 21:00 – Omnichannel Fan Experience & Real-Time Engagement 22:24 – Closing Remarks & Key Takeaways

September 17, 2025