Redefining Sports Viewing for a Leading African Media Conglomerate

Background

The Media & Entertainment industry is undergoing a seismic shift—from passive viewing to experience-driven consumption. Nowhere is this more visible than in sports entertainment, where fans demand more than just the game—they crave immersion, interactivity, and personalization. With over $40 billion invested annually in sports streaming, the opportunity to engage and monetize fans has never been greater.

This transformation is driven by mobile-first consumption, gamification, real-time interactions, and the rising popularity of fantasy sports and betting overlays. For streaming platforms and broadcasters, this isn't just a trend—it's a strategic imperative. Recognizing this, a leading African media and entertainment conglomerate partnered with Tata Elxsi to reimagine the sports streaming experience.

Challenge

Despite being a household name in the region, the client faced systemic challenges in digital fan engagement and monetization:

• Low interaction and passive viewership limiting engagement metrics
• Fragmented user journeys that hampered seamless navigation
• Underwhelming performance, reducing app stickiness and retention
• Ineffective audience segmentation and lack of behavioral insights
• Declining ad fill rates due to limited targeting capabilities
• No personalized content or recommendation engine in place

Solution

Tata Elxsi delivered GameSense—a future-ready, AI-powered, gamified platform designed to convert viewership into engagement and loyalty. Architected to scale for millions of concurrent users and real-time interactions, the solution is built with a strategic vision and agile co-creation model.

Key highlights of the solution:

• 3-Layer Personalization: Tailored experiences in content, navigation, and real-time alerts based on fan preferences and behavior.
• Conversational AI Assistant: A smart chatbot providing live updates, match stats, and personalized content, increasing engagement and retention.
• Gamification & Social Layer: In-app challenges, rewards, and community features encouraging continuous interaction and loyalty.
• Targeted Advertising: Behavioral data-enabled ad personalization to boost fill rates and ROI.
• Agile GTM Acceleration: Embedded AI tools in the development pipeline—automated coding, predictive testing, and analytics—cutting down time-to-market without compromising quality.

Impact

Tata Elxsi’s GameSense is changing the way fans engage with sports for the client. The results were game-changing—for both the fans and the business.

• 50%+ Increase in Fan Engagement: Personalized AI-driven content and seamless interactivity led to longer watch times, higher retention, and stronger fan loyalty.
• 30% Boost in Monetization: Better audience segmentation and targeted ads unlocked new revenue streams and improved ad performance.
• Operational Excellence: The modular architecture ensured high availability, low latency, and minimal tech debt.
• Accelerated Digital Roadmap: Agile co-creation fostered faster iterations and stronger alignment between digital strategy and business goals.
• Stronger First-Party Data Ecosystem: Rich behavioral insights enabled smarter content decisions and precision marketing.