The easycreditBBL, Germany’s highest level league of professional club basketball, has recognized that Esports and gaming, along with its own unique communication channels such as Twitch, offer tremendous potential for clubs and leagues. We have developed and implemented a strategy, enabling the easycreditBBL to fully harness this potential and thus reach a younger audience and attract new fans within Gen Z.
Professional basketball in Germany has a large following: around 15% of all Germans aged 14 and over are interested in the sport. Until now, the matches were only broadcasted via pay TV, with the exception of 3 games per season, which have been broadcast on free TV.
build a rocket has developed a concept that lead easycreditBBL step by step towards Twitch. Our goal was to establish the brand as an authentic part of the community and to position it as the go-to source for German basketball on Twitch. From live broadcasts to gaming and lifestyle content, easycreditBBL leverages their Twitch presence to facilitate a central hub for contemporary user engagement.
We launched the channel with the broadcast of the Digital All Star Day. Four Allstar players were competing in NBA2K. The format was featured on Twitch’s Frontpage and was a huge success both in numbers and community feedback.
The Digital All Star Day, the Trophy Talk and the Top 4 Final Tournament were broadcasted live and featured on the Twitch frontpage. The community has been very appreciative of BBL’s Twitch engagement and has reacted positively to the shows, showing a huge level of interaction over chat.
The league’s efforts are a lighthouse project and showcase Twitch’s mostly untapped potential for professional sports. As absolute first movers, easycreditBBL and build a rocket have assumed great responsibility for the development of german Basketball on Twitch. We have implemented both the communicative goals and the league’s positioning wishes and are delighted to be able to shape easycreditBBL’s digital community.
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