In the age of technology, it has become increasingly difficult to keep the average person’s attention. Thanks to smartphones, our attention span has dropped from 12 seconds in 2000 to eight in 2016, even less than a goldfish .
Liverpool F.C. CEO Peter Moore says: “Ninety minutes is a long time for a millennial man sitting on a couch. When I look at the numbers and attendances of Millennial Men, I am worried how a CEO of a football club leaning on the next generation of fans is worried. “
As former president and chief operating officer of Sega of America and roles as corporate vice president of the interactive entertainment division of Microsoft and head of the sports division of Electronic Arts, Moore has a unique understanding of how the digital age is influencing consumer choice electronic entertainment, especially when it comes to teenagers and video games.
Fortnite is a free-to-play video game with over 200 million players (and according to data analyst Superdata, the game has “the annual turnover of all history games” for 2018) and worldwide attention has dominated since its launch.
This keeps Peter Moore busy at night: “If we do not build any technological skills as a club, we will lose them [young fans]. There is so much pressure on time now and only 24 hours a day. There are only so many hours left to play Fortnite, “he says.
In addition, the CEO of Liverpool believes that the fight for attention among young people is as important as any LFC football match against his rivals, Manchester City, Chelsea, Tottenham Hotspur or Manchester United.
Moore’s approach to the knowledge base he gained in his previous job roles focused on packing 60-90 seconds of content to keep fans engaged – a concept that is rewarded daily on a daily basis the ongoing phenomenon of social media.
In October 2018, the Instagram account of Liverpool F.C. the brand of 10 million (it has now reached 12 million) and received before Barcelona and Manchester United most interactions in world sports. Liverpool’s YouTube channel is the UK’s most visited site and has the highest attendance in the Premier League.
The lifetime value of a fan can be measured by how he accesses the club through various platforms, whether by purchasing LFC products (available in a variety of e-commerce stores), by subscribing to the club’s video channel on the official Website (LFCTV GO) or one of the best scenarios; In a game in Anfield, the club is currently working with IBM together.
The goal of the club is to streamline website optimization and content generation, as well as to ensure the creation of applications with global reach. Their approach is simple (and a common approach to successful brands). Know your customer.
“I learned that in video games. I can charge you with all kinds of stuff for certain players, but if you’re only interested in [striker] Mohamed Salah, and I do not know, my mission is wasted, “Moore says. “Maybe you want [midfielder] Gini Wijnaldum. The more we learn about you, the more we can push Gini Wijnaldum stuff that you will click or engage. The key is that I need to know who you are. “
Liverpool`s local fans
Local fans at Liverpool are, according to Moore, an integral part of the club’s appeal internationally and essentially unique compared to other teams. “We trade with our local fans. We are talking about “you will never go alone,” he says. “The atmosphere is created by local fans … the vast majority [of people at games] are locals.”
Premier League Priceless
Moore finds it impossible to measure the monetary success and potential rise of a club brand in terms of title winnings, referring to the miracle victory of the club AC Milan, when the unlikely Reds in May used the UEFA Champions League trophy in Istanbul of 2005.
“I do not know what the UEFA [European Union of European Football Association] wrote for the victory this evening. It does not matter, “he says. “The memories that were created and the brand’s improvement in being the best club team in the world and winning again at that moment was invaluable.”