Paying while playing: examining the influence of interaction with gamified elements in fantasy sports on in-app spending

Abstract

ABSTRACT Research question Prompting consumers to spend more in fantasy sport applications is necessary to provide supplementary sources of revenue for sport organizations. The current research draws on gamification literature to examine consumers’ engagement with three prominent fantasy sports motivational affordances of points, badges, and leaderboards and its relationship with in-app spending. Research methods Multiple linear regression was used to analyze the behavioral data of 914 paying consumers in a fantasy sports application that had challenges available for top European football leagues. Results and Findings Consumers who were unable to gain points, acquire badges frequently, or progress in leaderboards interacted more often with the fantasy sports application. Consumers spent more in the fantasy sports application if their rate of gaining points was low and their rate of interactivity with the platform was high. Rate of acquiring badges and leaderboard progress had no significant relationship with in-app spending. However, consumers’ rate of interactivity with the platform influenced the relationship between leaderboard progress, and in-app spending. Implications Findings contribute to the sport consumer behavior literature, specifically in the fantasy sports context, through gamified touchpoints. This research offers valuable insights for entities affiliated with fantasy sports, such as gambling businesses, sports network channels, sport leagues and teams, and fantasy sport companies, on strategies to sustain their platforms through enhanced revenue generation.