When it comes to European markets, the NFL delivers a syndicated range of digital gamified experiences, with a focus on audience education and acquiring new fans. This includes the NFL Team Picker, which pairs fans with their ideal NFL team based on a light-hearted personality quiz.

Working with the NFL Design Systems team, our Product Design team was responsible planning, wire-framing and the execution of our solution. Initial concepts pushed us towards a 100% width/height single site. A menu tracker to allow the user to know their progress. A hide and show for updating results. Client CMS driven, we intentionally build the product to be reused with other leagues, sports and competitions.

NFL Team Picker is a great entry point. Fans answer 10 questions on topics ranging from your favourite holiday destinations to which endzone dance you would do to celebrate a touchdown, to find out which NFL team is the best match.Importantly, this provides the NFL with ownable audience data and a database to personalise marketing for. In 2022-23, NFL Team Picker experienced its highest-ever engagement levels in January to coincide with the Playoffs. Fans that engaged on a casual basis were most likely to commit to a team during the business end of the season.