Learn how the Western Bulldogs used Target Takedown - a Tradable Bits interactive Arcade game - to increase repeat engagement and to drive app engagement

The TL;DR

The Western Bulldogs teamed up with Tradable Bits to pilot Arcade, a suite of interactive, browser-based mini-games designed to boost digital fan engagement. With no paid promotions, thousands of fans actively engaged during match breaks and between games, discovering the game organically and returning to play again and again.

The Partner: Meet the Bulldogs

The Western Bulldogs are a professional Australian rules football club based in Footscray, an inner-western suburb of Melbourne, Australia. Founded in 1877, the Bulldogs have represented Melbourne’s West for over a century. Known for their fighting spirit and deep community roots, the Bulldogs constantly push the boundaries of fan engagement to solidify their reputation as one of the AFL’s most exciting brands.  

The Challenge: Breaking Through the Attention Barrier

“One of our key goals is to be the most exciting brand in the AFL. That means constantly experimenting with digital experiences that bring fans back, create repeat engagement, and introduce us to new audiences” - Cameron Grimes, Digital Producer, Western Bulldogs.  

The Bulldogs wanted to create an interactive digital experience that kept fans engaged between matches - but with one major challenge: justifying the cost of brand exposure. While digital engagement is valuable, teams often struggle to translate increased dwell time into tangible value. The Bulldogs needed proof that fans would embrace gamification before investing further.

Enter Tradable Bits’ Arcade - a low-lift, high-impact way to gamify digital fan engagement. 

The Solution: Arcade's Target Takedown

Arcade is an immersive gaming platform that integrates seamlessly into apps, offering fun, custom-branded experiences that keep fans engaged longer. 

For their pilot, the Western Bulldogs launched “Target Takedown,” a fast-paced game where fans aim to hit as many targets as possible before time runs out.

The Experiment: Testing Organic Fan Interest

The Bulldogs took a soft launch approach to see if fans would discover and engage with the game naturally:

• No Paid Ads: The game was quietly added to the team app menu. Fans organically found it and played it.
• Social Tease: A video of players testing the game while on an away trip sparked curiosity, prompting comments like, “Where can I play this?”
• Matchday Big Screen Promo: The first in-game promotion featured a QR code and a call-out driving fans to play in real time.
• App Splash Page: After seeing organic traction, the team ran an in-app splash page to drive even more engagement.
• Incentive: Fans who played could win a signed guernsey and football - enough to spark interest without over-relying on prizes. 
  
  “We didn’t do any hard pushes. No aggressive social posts, no big PR. We wanted to see if the game could build momentum on its own - both on matchdays and beyond.” -  Cameron Grimes

1 Month Later: Proof that Fans Want to Play

1. Repeat Engagement

   Over 2,600 fans played Target Takedown at least twice, with an average session time of 2 minutes. That’s 173 hours (7 full days) of active engagement.
   
   

2. Increased App Traffic

   The game kept fans in the Bulldogs’ app longer and gave them incentive to explore between matches. The Bulldogs team saw strong growth in their app during the period when the Arcade game was promoted.
   
   

3. All-Ages Appeal

   The game resonated with both young and older fans, reinforcing the Bulldogs’ commitment to family-friendly digital experiences. 

“This pilot was a success - not just in engagement, but in proving that gamification can work. The game itself, and the fact that it could be tailored directly to something like Australian Football, and relatable with Bulldogs branding - it’s a really strong asset to have.” - Cameron Grimes

Final Takeaway

The Western Bulldogs’ experiment with Arcade set a new standard for digital fan engagement. By strategically testing organic interest, they proved that gamification drives repeat engagement, boosts app traffic and opens the door to future revenue opportunities - all without heavy promotion or paid media. 

Interested in learning more about how to add gamification to your engagement strategy? Get in touch with our team! 👇