ESPN is a U.S.-based global cable and satellite sports television channel owned by ESPN Inc., a joint venture owned by The Walt Disney Company (80%) and Hearst Communications (20%).
The ESPN FootyTips platform is Australia’s most popular social tipping platform, and has been in operation since 1999. FootyTips was originally owned by ExtraCorp and was acquired by ESPN in 2011.
The existing FootyTips app on iOS and Android was a slow and clunky web-wrapped version of the mobile website .Social tipping is a highly competitive environment and the customers of the FootyTips product were increasingly getting frustrated with a sub-standard experience in the mobile app. Additionally the back-end services running the FootyTips platform were tightly coupled with the website requiring significant work to expose the information required to build a mobile application in a secure and robust way.
Seventh Beam was engaged by ESPN to build greenfield iOS and Android FootyTips applications. We worked closely with the ESPN team as they built a restful API platform to support the applications we built, providing guidance on best practices for Mobile-friendly API requirements.
The new native applications are fast, intuitive and designed with common UI concepts, but the final execution done to ensure the best experience on each platform by leveraging the standard interactions each platform has. The application was launched in February 2018 and has seen an immediate uptick in customer engagement - the week of the first NRL game of 2018 saw over 50% of tips submitted via the new mobile applications, the first time this had ever occurred. Additionally the mobile apps have seen a significant increase in customers using the service, with a 14.7% uptick in YoY customers tipping on the service.
Our ongoing engagement sees us providing frequent application updates with new features to rapidly extend the client and provide superior functionality. In addition Seventh Beam are directly engaged with the ESPN product owners to provide guidance and input into the application design and prioritisation of new features, leveraging our deep understanding of the mobile space.