Dazn Gamification
Details
Client
Dazn
Year
2023-2024
Service
Ux Ui
Brief
In this case study, we reimagined the DAZN app to enhance fan engagement through gamified content. Interactive match predictions, rewards, and personalized stats dashboards were added to enrich the viewing experience. User research helped us streamline flows and increase retention by turning passive watching into active participation.
Logo
2023
Brand Identity
The DAZN Boxing logo features bold, condensed lettering with curved baselines, evoking the tension and impact of a boxing ring. The all-caps typeface conveys strength and immediacy, while the stark black-on-yellow palette ensures instant recognition. The warped form suggests movement, pressure, and visceral energy—true to the sport’s essence.
About the project
Live matches meet interactive design in a seamless ecosystem of motion, challenge, and reward.
We led a full UX/UI overhaul of DAZN—Europe’s leading sports streaming platform based in London—across TV, mobile, tablet, and desktop. Inspired by the usability standards of platforms like Netflix, we rebuilt the user experience around simplicity, speed, and clarity.
All redesign efforts aligned with DAZN’s brand guidelines to ensure consistency across devices and usage contexts, from casual viewers to dedicated fans.
Together with game designers, we introduced interactive layers of gamification to turn passive watching into active participation. Users can now earn points by answering trivia, voting in live polls, or predicting match outcomes—unlocking rewards and exclusive perks. These systems were integrated natively into the UX to boost engagement, retention, and brand affinity, creating a compelling reason to come back match after match.
About the UX
Bringing fans closer to the action through layered play mechanics and event-triggered challenges.
The interface was designed around moments of anticipation, offering fans new ways to engage through micro-interactions. Trivia, live polls, and match predictions are surfaced dynamically, turning passive viewing into an active game loop. The layout adapts to match flow, ensuring content feels timely, responsive, and contextually rich.
Each feature was crafted to reward curiosity and decision-making, from pre-fight quizzes to end-of-round recaps. Users collect stats, badges, and streaks over time, creating personal narratives alongside real matches. These layers of interaction foster continuity, competition, and a sense of belonging beyond the broadcast.
Game on: users engage, predict, and win—across devices, during every live broadcast moment.
We enhanced DAZN’s experience by introducing real-time prediction modules that let users forecast match results, player stats, or in-game events. As they play, fans accumulate points, climb dynamic leaderboards, and unlock access to exclusive rewards—from merchandise to ticket giveaways. The system is fully responsive and built to adapt to mobile, tablet, desktop, and smart TV environments with unified consistency.
Paired with live matches, the mobile app becomes an interactive remote. Users receive push notifications during key moments—like kickoff, goals, or halftime—to enter predictions or trivia rounds. These prompts fuel engagement without disrupting the viewing experience. By syncing phones with TVs, we created a dual-screen arena where watching becomes playing—blending sport, strategy, and social recognition.
Artistic direction & conception
André Balastegui
Ux / UI Developpment
André Balastegui
Executive design
André Balastegui
Chief Operating Officer
Michaël Stephen Johnson
Game Designer / conception
Elisabeth Faulkner
Game Designer / revisions
Louis-Philippe Messier
Ux designer / revisions
Kim Abecassis
Manager
Michaël Stephen Johnson
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