How ONE Championship kept fan engagement strong during the pandemic

While physical sports events were unable to take place, viewership, especially in martial arts and gaming, has not abated. Instead they have shifted and grown online.

digital transformation, enterprise solutions

The COVID-19 pandemic has resulted in many industries experiencing disruptions to their business. While retail and travel have suffered, the sports industry has experienced a new lease of life with demand seamlessly shifting online and onto live streaming platforms. For many fans, the show goes on.

digital transformation, enterprise solutions

iTNews Asia speaks to Teh Hua Fung, Group President at ONE Championship, to find out how the Asian sports events organiser has adapted and stayed resilient.

iTNews Asia: How has the pandemic changed how ONE Championship conducts its events and operations?

The pandemic has been challenging for all types of businesses and although COVID-19 has limited our ability to hold live events and competitions in various countries due to travel restrictions, the team has adapted creatively to continue to bring sports entertainment to our fans.

For example, we have worked very closely with the Singapore government to host closed-door events and ensure a safe and strict travel bubble for our athletes and officials. We were also the blueprint for Singapore to pilot test the reopening of entertainment events by allowing 250 fans to attend a number of live shows in late 2020.

ONE Esports has pivoted to hosting online tournaments as the esports industry continues to flourish during the pandemic. Our shoulder programming and verticals such as the athlete Stay at Home features offered fitness and lifestyle content during a time when home workouts became popular.

These and other content stacks broke viewership records as hundreds of millions of fans stayed indoors and were seeking inspirational content.

The recent Nielsen report showed that ONE Championship ranks #4 overall in total video views. Despite the challenges in hosting live events, we have been growing in terms of numbers with our brand of martial arts and gaming content.

iTNews Asia: How has the engagement strategy changed, and how has the engagement levels been on the different platforms? Post-COVID, do you think this new engagement strategy will be the new norm?

We ramped up our daily engagement with fans even more through video content across our multiple channels and platforms – including social media platforms, YouTube, and our own ONE Super App.

The ONE Super App took us about six months to build the first version, which was intended to be a one-stop mobile app that gave fans access to all the content that ONE has to offer – including videos, articles, games, athlete profiles, and stats. Given our small engineering team, one of the key decisions that we took was to build the app using React Native, and this helped us accelerate the pace that we roll out new features across both iOS and Android platforms.

We pivoted and adapted, such as organising ONE Esports tournaments online, and working with many of our athletes to continue to shoot online videos and repurpose pre-recorded content to continuously engage with our fans.

Even post-COVID, we expect that video will still be the primary means of how our global fans engage with our brand and our content. As our ONE Super App audience continues to grow globally, we recently migrated all our video content onto Brightcove’s video platform to provide reliable, high-quality video streams for all our events, and scale according to our growing reach.

While it’s only been less than a year since implementation, we’ve managed to cut content management time in half, and increase video watch time by 300%.

iTNews Asia: How has ONE Championship been able to support the number of fans tuning in to the content from across the 150+ countries?

We have been able to support our fans by continuing to invest in our video and content distribution platforms and ensuring that we maximise the distribution and reach of our video content – meeting our fans where they are instead of asking them to come to us.

We have seen significant growth in our total video views over the last year throughout the pandemic, reaching over 6 billion total video views in 2020.

To achieve that reach, we had to solve some key technical challenges along the way, including building out the internal infrastructure and tools we needed for content management, editing, streaming, and distribution. To that end, instead of building everything ourselves, we chose to partner with industry leaders like Brightcove and WSC Sports to help provide us with those capabilities.

iTNews Asia: Video analytics is being leveraged to provide a hyper-personalised experience for fans. How is the data for this collected, and should ONE Championship be concerned if fans block data tracking to ensure their privacy?

At ONE, we respect our fans’ privacy greatly, and we do not currently use personalised data collection to personalise content for individual users. We only look at aggregated data to optimise our content planning and delivery.

If we do provide content personalisation for our users in the future, we will make it clear to the user upon sign up and provide them a means to opt-out if they wish.

Internet Explorer Channel Network
News Related

OTHER NEWS

Horror as a schoolgirl is approached by stranger 'carrying out a sexual act' in the middle of the day

A man, 46, has been arrested over an alleged sexual act on the NSW South Coast He allegedly approached a teenage girl on Saturday and performed a sexual actPolice will allege he was confronted by members of the public and left the sceneHe was arrested following inquiries and bailed to face court on November 30   Read more »

Major development in hunt for missing Cleo as her biological father 'speaks with police' after visiting station for three hours

Father of missing Cleo Smith gives a statement to police on Monday afternoonDaniel Staines spoke with investigators for three hours at Mandurah Station, WAThe child has not been seen since she disappeared from a remote campsite Police search teams have scoured the area since Saturday but found nothing  Read more »

Glamorous Instagram influencer allegedly drove 'three times over the limit' and flipped her Jeep after hitting three parked cars on the way back from a wedding

Instagram influencer Patricia Hadija charged with high-range drink driving The 27-year-old allegedly crashed into three parked cars and rolled her Jeep She had earlier on Saturday posted a photo attending a wedding reception  Read more »

Read the disturbing messages a Facebook-lurking child groomer sent to young girls to convince them to send him explicit pictures – and he could be out of jail in ONE year

Zach Daniel Moore was arrested in 2020 for sending explicit messages to teensThe message exchanges were read out in NSW District Court heard on MondayThe 26-year-old asked girls for nudes and for some to call him their 'master' He pleaded guilty to ten 10 offences including soliciting child abuse materialHis sentence was backdated to his 2020 arrest - parole eligibility in 12 months  Read more »

Why Australia's perfect storm of wild weather has lead to FOUR terrifying tornados - and the next 48 hours could be even worse

Four twisters have ripped through NSW and Queensland over the past few weeksDespite popular belief, there are around 50 - 100 tornadoes in Australia annually However, weather expert Justin Noona said the recent whirlwinds were 'unusual'There have been more than usual due to specific weather systems interacting  Upper troughs and boosted air moisture form 'perfect ingredients' for stormsMore tornadoes could be seen in coming weeks as severe storms hit east coast   Read more »

Myanmar will free more than 5,000 anti-coup protesters days after junta chief was excluded from key summit of regional leaders

Junta head Min Aung Hlaing announced the release of 5,636 prisoners MondayHe was excluded from Association of Southeast Asian Nations (ASEAN) summit'Non-political representative' for Myanmar was instead invited to the conferenceASEAN slammed Hlaing's 'insufficient progress' in peace roadmap after the coup Read more »

The opening of Icac's inquiry into Gladys Berejiklian was a contrast to her shock resignation

In contrast to the drama of the sudden and emotion-filled departure of Gladys Berejiklian as premier of New South Wales, the first day of the Independent Commission against Corruption inquiry ... Read more »

Building order finds 'hazard to human life', with awning in new Sydney development in danger of collapse

Government inspectors have found potential “serious defects” in a brand new apartment development in Sydney’s north-west, including an awning in danger of collapse, according to a building work rectification order. ... Read more »

Queensland MP Shane Knuth's son, Daniel Knuth, charged with child exploitation offences

© Provided by ABC NEWS Daniel Knuth outside the Townsville courthouse in 2019. (ABC North Qld: Sally Rafferty) The son of a Queensland politician has been denied bail after being ... Read more »

Alex Premat drops out of the Bathurst 1000

The US-based Frenchman will miss the Great Race for a second year running, his latest Tickford deal dashed once again by complications with Australia’s closed border. © Tickford Alex Premat, ... Read more »

Widespread rain and gusty winds to hit WA's south, Mid West, while north set to bake

© Provided by ABC NEWS A return of even a mild La Niña could pose a flood risk to already wet catchments this summer. (Supplied: Jordan Cantelo) Farmers in WA’s Mid ... Read more »

Queensland hit with giant hailstones and two tornadoes

Parts of Queensland have been hit with giant hailstones this afternoon, with reports of two tornadoes hitting Pittsworth, south of Toowoomba and Bracewell, near Gladstone. The state was hit by ... Read more »

Woman and two men found after bushland search near Victoria-NSW border

Police have located three people who were reported missing near the border of New South Wales and Victoria. Police were told the couple set out about midday on Saturday in ... Read more »

WA in the hunt despite Richardson injury

Allrounder Hilton Cartwright has produced the goods with the ball after star West Australia paceman Jhye Richardson was cut down by injury during the Sheffield Shield clash with Tasmania at ... Read more »

Plea for WA border to reopen as businesses, opposition call for clear roadmap out of COVID

The WA Opposition and the state’s peak business lobby are calling on the McGowan government to follow Queensland’s lead and release a clear roadmap for reopening the state’s borders. Under ... Read more »

ICAC hears Gladys Berejiklian 'in shock' when forced to sack boyfriend

The opening day of a corruption inquiry into Gladys Berejiklian has been played private evidence of the then-premier saying she was “in shock” when she was forced to sack her ... Read more »

'We don't need your lectures, mate': Aussie leader's tough response to conservative American senator after he attacked nation for 'Covid tyranny' - but many do NOT agree

Texas Republican Ted Cruz slams Northern Territory for new vaccine mandate Conservative senator said Australia's 'Covid tyranny' is 'disgraceful and sad'NT Chief Minister hit back and said Mr Cruz knows 'nothing about about us' Northern Territory ordered thousands to get vaxxed or be banned from work Controversial mandate sparked social media frenzy in Australia and worldwide Read more »

Victorian truck driver accused of spitting on and assaulting South Australian police refused bail

© Provided by ABC Business Trucks pulling up at a border checkpoint in the South East. (File: ABC South East SA) A Victorian truck driver accused of spitting at and assaulting ... Read more »

AFLW scare, AFL star blasts mandatory jabs

Melbourne premiership star Tom McDonald is strongly against mandatory vaccinations for AFL players, saying the move would be ethically wrong. © Dave Hunt/AAP PHOTOS Richmond are waiting for advice from ... Read more »

Mother who lost two of her children in Dreamworld ride tragedy says their loss is a 'life sentence' that eats away at her five years on

It has been five years since four adults died on a theme park ride in QueenslandKate Goodchild, Luke Dorsett, Roozi Araghi and Cindy Low all lost their livesKim Dorsett, mother of Ms Goodchild and Mr Dorsett, said loss is a 'life sentence'Dreamworld's parent company was fined $3.6million in a QLD court last year  Read more »

Northern Territory chief minister and US senator Ted Cruz in Twitter spat over Covid vaccines

The Northern Territory chief minister, Michael Gunner, has hit back at US senator Ted Cruz who criticised the Northern Territory’s vaccine policy, telling the firebrand Texan conservative “you know nothing ... Read more »

Public servant tells Icac he would have raised grant concerns if he'd known of Berejiklian's secret relationship

A senior public servant involved in drafting an “extremely unusual” submission for a grant at the centre of a corruption investigation into Gladys Berejiklian says he would have “absolutely” raised ... Read more »

TGA dismisses bid to make contraceptive pill available over the counter in Australia

A push to make the contraceptive pill available over the counter has been dismissed by Australia’s drugs regulator. In an interim decision, now open for further consultation, the Therapeutic Goods ... Read more »

How more violent thugs and sex offenders will be thrown out of the country under new law - as shocking list of criminals Australia COULDN'T deport is revealed

Non citizens are deported from Australia if sentenced to at least a year in jail But it's much harder for Government to kick out those with shorter sentencesNew laws before Parliament will make it easier for Government to deport them Those guilty of crimes with 2-year jail term can be exiled regardless of sentence Read more »

Can I travel to Queensland for Christmas? When will the state reopen to COVID-19 hotspots? What are its vaccine targets?

© Provided by ABC Health Will Queensland’s border reopening plan get your loved ones home for Christmas? (Supplied: Pixabay) After months of uncertainty and growing calls for a clear pathway ... Read more »

Snow-like hail and tornado lash Darling Downs in severe storm event

© Provided by ABC NEWS Hail blanketed the Coles car park at Highfields. (Supplied: Anita Coverdale) Queensland’s Darling Downs is reeling from severe storms that hit “like a freight train”, ... Read more »

Benjamin Hoffmann's murder trial paused while defence seeks 'very late' psychiatric report

© Provided by ABC NEWS Defence lawyers Peter Maley and Jon Tippett walk out of the NT Supreme Court. (ABC News: Michael Franchi) Benjamin Hoffmann’s nine-week murder trial will take ... Read more »

Scott Morrison's pick for Gilmore, Andrew Constance, faces pre-election showdown

© Provided by ABC NEWS Paul Ell is expected to challenge Andrew Constance for Liberal party pre-selection. (Facebook) Former New South Wales transport minister Andrew Constance is expected to face several ... Read more »

Simple trick that can see an average income earner get $8,000 on tax

© Provided by Daily Mail MailOnline logo Australians can get a mega tax refund by shrewdly adding up their working-from home expenses and claiming a big super contribution as a ... Read more »

How a vile rapist pimped out his WIFE so he could watch her on livestream being abused and subjected to 'sadistic acts' at the hands of other men - as the former DV ambassador is thrown behind bars for 15 years

A man who terrorised and raped his wife over five years has been sentenced Jon Seccull, 43, a former White Ribbon ambassador, received 15 years jail His former wife Michelle Skews has spoken about the abuse she suffered   Read more »

Coalition mulls net zero 2050 climate plan

Scott Morrison is inching closer to committing to a 2050 net zero carbon emissions target despite ongoing tensions within the coalition. © Lukas Coch/AAP PHOTOS The prime minister is under ... Read more »

Daniel Jovanovski fined $7000 for trying to get into Perth AFL grand final using false documents

A Melbourne man who travelled to Perth to see the AFL grand final using false documents has been fined $7,000. Daniel Jovanovski pleaded guilty to five charges including failing to ... Read more »

ICAC hears of grant 'conflict of interest'

A senior NSW public servant concerned about a regional grant would have raised issues about a conflict of interest had he known of the relationship between then-treasurer Gladys Berejiklian and ... Read more »

ACT reaches 80 pct double-jab milestone

The ACT has passed another major vaccine milestone, with 80 per cent of Canberra’s residents over 12 now fully vaccinated. © Lukas Coch/AAP PHOTOS ACT Chief Minister Andrew Barr indicated ... Read more »

Where's the proof? Families punished with unsubstantiated abuse allegations

This article is part 12 in a series. For the full series, go here. © Provided by Crikey Note: some readers may find aspects of this article distressing. Alan* has been ... Read more »

Ben Roberts-Smith's backers at Seven commissioned secret report into war crime allegations, court hears

Ben Roberts-Smith’s TV station backers commissioned a secret report into war crimes allegations made against him by newspapers, the federal court has heard. © Provided by The Guardian Photograph: Mick ... Read more »

The VERY simple tricks that can net you $8,000 from your tax return AND set yourself up for the long term

Professionals working from home can use flat 80 cent rate to claim $1,536But H&R Block said someone could easily claim $2,600 with lower 52 cent rateThat's based on also manually adding up telephone, internet bills related to workIn 2020-21, Australians could top up super taking total contributions to $25,000 That allowed them to be taxed at 15 per cent on their voluntary contributionsAverage tax relief, work from home, super deductions could yield $7,633 refund Read more »

Queensland promises to reunite families by Christmas under Covid border reopening plan

Queensland expects to open its borders to Covid hotspots one week before Christmas, removing the need to quarantine for fully vaccinated interstate travellers once the state hits its 80% vaccine ... Read more »

Meet the 100-year-old NSW fisherman who has spent his life trawling

© Provided by Daily Mail MailOnline logo A lifelong professional fisherman is still braving rough seas in a tiny old trawler at the ripe old age of 100. Santo knows ... Read more »

Mystery as couple go missing boating on Australia's longest river

© Provided by Daily Mail MailOnline logo A desperate search is underway for a man and woman who got lost while boating along Australia’s longest river two days ago. The ... Read more »