How CD Leganés builds a loyal fan base with a gamified reward program

Spanish football team CD Leganés has a clear ambition: to foster fan loyalty and a feeling of community. To support this goal, the club has embraced a digital strategy built on fan data collection and gamification ⚽️

An important pillar of their digital strategy is LegaPlay, a branded reward program created with Qualifio and hosted within the club’s mobile app.

LegaPlay invites fans to sign up and participate in a variety of interactive marketing campaigns: from score predictions and voting to digital games and quizzes.

In return for sharing their data and engaging with the club, LegaPlay members earn points called Legas, which they can exchange for exciting rewards: e-shop discounts, sports equipment, and unique experiences like joining the team on pre-season trips.

This gamified system, refreshed constantly with new content, encourages fans to interact with the club daily, well beyond match days.

We wanted our app to be a place for daily engagement between fans and CD Leganés. The LegaPlay reward program enables us to incentivise fans to interact more frequently, rewarding their loyalty in exchange.

CD Leganés’ 4 key objectives

In their first 3 months using Qualifio, CD Leganés have put their focus on:

1️⃣ Fan identification: building an owned, consented fan database with names, last names, and email addresses sent directly to the club’s CRM.

2️⃣ Daily engagement: launching recurrent campaigns before, during, and after matches to keep fans active and coming back to LegaPlay.

3️⃣ Loyalty building: turning occasional participants into habitual members who strive to accumulate points and develop a real connection with the club.

4️⃣ Sponsor visibility: integrating sponsor branding and prizes into LegaPlay campaigns, offering measurable and high-attention brand exposure.