A new Web platform, stronger digital strategy and taste for technology innovation are all playing key roles in the Australian Football League's (AFL) efforts to lift interactive and timely fan engagement. And according to the group behind the game, they're also opening up new ways to raise awareness and drive interest in the sport.
The AFL has increased website traffic by 34 per cent since the introduction of a Web content management system (CMS) in March 2013. The OpenText CMS platform was introduced to ensure that if an AFL fan is visiting the site using their PC, smartphone or tablet, content is optimised for that device.
According to AFL Media head of operations, Michael Solomon, the biggest benefit since the rollout has been the increase of "trustworthy and timely" news about AFL players and clubs.
"The website is often the first port of call for fans in the morning and has been designed so they can get a snapshot of the AFL news and highlights, while being able to delve more deeply into a topic of interest," he commented. For example, fans can find out more about fantasy tipping on AFL matches and where to buy tickets to games.
According to Solomon, the website now averages 4 million unique visitors per month during the AFL season. The most popular sections are match day, video, news and fixture information.
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