Switzerland’s leading business newspaper reaches
88% new registrations with Fantasy Funds
Finanz und Wirtschaft attracts 17 000 players and scores on 88% newly registered users
Introduction
Established in 1928, Finanz und Wirtschaft (FuW) stands as Switzerland's leading business publication with a strong presence in both physical and digital realms.
FuW is part of the influential media conglomerate TX Group, renowned for owning daily newspapers and specialized expert publications. Over the decades, FuW has sharpened its focus on news pertaining to publicly listed companies, solidifying its reputation as a leading authority in stock market coverage. Being the Swiss counterpart to esteemed publications like the Wall Street Journal and the Financial Times, FuW has become synonymous with expert insights and analysis in the Swiss financial landscape.
The challenge
Looking for new avenues to achieve its growth objectives, FuW sought to reach a previously untapped audience and explore whether this new audience could be successfully converted into subscriptions. Having previously experimented with another investment game a decade ago, FuW wanted to replicate a gamification approach on a larger scale.
FuW saw the potential in Fantasy Funds to effectively meet their objectives. Having observed the positive outcomes in user registrations and audience engagement achieved by other newspapers with the stock market investment game, FuW's decided to engage with Norkon, the provider of Fantasy Funds.
Stacking the odds for success with marketing and group collaboration
As with any initiative, a solid plan has to be in place to ensure a successful outcome.
FuW leveraged TX Group’s network of brands to advertise and announce their game and leaned on a strong advertisement campaign with ads on platforms such as Facebook, Google, and Linkedin.
Working closely with their newspaper tabloid, 20 Minutes, FuW tapped into the younger reader segment to promote the Fantasy Funds game and generate numerous GenZ subscribers, which they wouldn’t have been able to reach under different circumstances.
Game on!
Over the course of eight weeks, participants in the Finanz und Wirtschaft investment game had the thrilling opportunity to vie for a grand prize of 10,000 CHF, generously sponsored by Swissquote bank, their primary game sponsor. Weekly prizes were also available to reward the most performing portfolios of the week.
On its game landing page, FuW invited players to compete against eight individuals, each professionally immersed in the world of finance. These individuals included a financial institute professor, the chairman of the board of directors of a national bank, and the CEO of a Swiss online bank, among others.
Upon creating their portfolios, players had the opportunity to compare their own investment strategies with those of these financial professionals, adding an extra layer of intrigue and learning to the immersive gaming experience.
Reaching three game objectives
The newspaper established three primary objectives for Fantasy Funds:
1. Reaching a new audience
FuW aimed to attract 10 000 game players. “We have reached almost 17 000 players, that was a huge success for us”, shares Jan Schwalbe, Editor-In-Chief at Finanz und Wirtschaft. This achievement marked a significant success, with 87.9% of these players being newly registered users who were not subscribers previously. Moreover, each player, on average, visited the FuW website 4.3 times, indicating sustained interaction and ongoing interest.
2. Grow subscribers
FuW witnessed an initial surge in subscriptions during the game period. The newspaper strategically implemented a promotional offer, featuring display banners within the investment game portal, encouraging players to seize a subscription promotion. The subsequent phase involves nurturing the newly acquired audience through the conversion funnel toward becoming subscribers.
3. Sponsorship growth
The third objective centered on achieving financial sustainability by offsetting the investment costs through sponsorship agreements. FuW successfully realized this goal by forming a partnership with a national bank to break even with the game's operational expenses.
At the same time, FuW was pleased to be able to offer something new to their existing subscribers as well, so the game was a great opportunity to engage readers at different levels.
Conclusion
Finanz und Wirtschaft’s Fantasy Funds initiative effectively met its three key objectives, showcasing how a unique and strategically aligned game can successfully drive audience engagement and growth.
This successful implementation of gamification not only expands their readership but also demonstrates the potential for innovative approaches in the media industry to create lasting connections with audiences.
Why Choose Gamification in Media?
A game changer for user interaction and audience growth
Integrating gamification in media is a recipe for success to drive engagement, strengthen your brand, and increase subscribers over time.
