The German football league’s official website, trusted by millions of Bundesliga fans worldwide, offers the Bundesliga app for real-time match statistics and player profiles. The app, available on iOS and Android, is built on Amazon Web Services (AWS) and features new enhancements like Bundesliga Shorts, short videos optimized for smartphones with Amazon Personalize driving video recommendations.
Bundesliga Shorts incentivizes users to create an app account, allowing for audience engagement and retention. The DFL took advantage of the trend of short-form content by creating vertical videos to cater to the next generation of Bundesliga fans. These videos provide highlights, skills, and behind-the-scenes content, enhancing the user experience and increasing app engagement.
After the launch of Shorts, DFL incorporated Amazon Personalize recommendation engines to personalize the feature based on user interests and activity. Users with a Bundesliga app account can access curated playlists, leading to increased user interaction and longer app dwell times. The personalization aspect has improved key performance indicators (KPIs) and incentivized users to sign up for an account.
The Bundesliga app’s homepage now prominently features Shorts, with the content curated by Amazon Personalize to cater to different audience preferences. Users can provide data when signing up for an account to enhance the recommendation engine’s accuracy, ensuring users receive relevant Bundesliga content without the need to search through feeds.
Amazon Personalize’s efficient analysis of data and training of models increases user engagement and retention by offering the most relevant Bundesliga content. DFL aims to further improve recommendations by incorporating contextual information like the user’s country and automatically generating video descriptions using Personalize.
Overall, the integration of Amazon Personalize into the Bundesliga app has enhanced the user experience, increased engagement, and improved audience retention. By leveraging personalized recommendations, the Bundesliga has taken a step towards becoming a digital league, catering to a diverse fan base of all ages and interests.
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https://aws.amazon.com/blogs/media/bundesliga-boosts-app-engagement-with-shorts-powered-by-amazon-personalize/