Engaging Fans in the Digital Age: Gamification & Personalisation
| Tuesday, April 29, 2025 |
| 11:30 AM - 12:10 PM |
Details
Fan engagement is evolving, and sport organisations are harnessing the power of gamification and personalisation to create deeper, more immersive connections. In this high-energy panel discussion, Sion de Jong, Co-Founder and Director of Sports Cloud Australia, leads a conversation with industry trailblazers: Joel MacKenzie (Australian Grand Prix Corporation), James Ellender (AFL), Emily Cheyne (St George Illawarra Dragons), and Steve Mandis (Western Sydney Wanderers).
The session will explore cutting-edge strategies that bring fans closer to the action, from interactive digital activations to hyper-personalised experiences that foster loyalty and excitement. Featuring real-world case studies from the AFL, Football Australia, NRL, and the Australian Grand Prix, the panel will unpack the latest innovations shaping the future of fan engagement.
Whether you’re looking to elevate your fan experience or gain insights into the next wave of engagement strategies, this session is not to be missed.
Speaker
Emily Cheyne
Head of Marketing & Insights
St George Illawarra Dragons
Panellist
Biography
James Ellender
Head of Fandom
Afl
Panellist
Biography
James Ellender has an extensive background working across multiple industries, starting his career at his local leisure centre more then 20 years ago.
Working for organisations including the YMCA in both Victoria and NSW, and nationally with Belgravia Leisure, James held senior executive roles in both organisations across Sales, Marketing, and Communications.
Prior to joining the AFL, James was the CEO of ActiveXchange, pioneering a data driven, evidence-based approach underpinned by predictive modelling to enable better planning, investment and delivery across community sport, leisure, aquatics and fitness.
Today, James is the Head of Fandom at the AFL and is tasked with building out a bespoke marketing, sales and data team that works hand in glove with all facets of the AFL to foster awareness and interest of the great Australian game and build the next generation of AFL fans in priority markets.
Joel Mackenzie
Division Manager - Digital
Australian Grand Prix Corporation
Panellist
Biography
In his four years with the Australian Grand Prix Corporation (AGPC) and with the customer and community at the core of it's strategy, Joel has overseen a digital transformation that has redefined the Corporation’s relationship with its customers and Australian motorsport fans.
Steve Mandis
Head Of Commercial
Western Sydney Wanderers FC
Panellist
Biography
Born and raised in Sydney, my life centres around the "3 F's" - Family, Food, Football. Which of the three are my favourite depends heavily on the outcome of the previous weekend!
Currently, I am working at the Western Sydney Wanderers FC leading our teams to partner with the best brands and people, fill every seat in the stadium and give our fans and the people of Western Sydney the best possible experience at every interaction - at match day, at home or elsewhere. And obsessed with building my dream team to make the above happen.
I love connecting and learning from others, and can yap endlessly about the 3 F's. On the few spare weekends I have left, I am at the University of Sydney completing my MBA.
Chair
Sion de Jong
Founder
Sports Cloud Australia
