Football Fans Were Watching. We Wanted Them Playing.

The FIFA World Cup presented one of the largest engagement opportunities for Noon. While millions of users consumed football content, there was little incentive to participate before or after each match.

The business wanted to create an experience that would extend user engagement beyond match viewing while encouraging repeat visits and deeper participation across the Noon ecosystem.

The challenge was to design an experience that felt exciting enough to become part of every matchday routine—not just another feature inside the app.

Understanding What Makes Games Feel Good:

I benchmarked leading sports and gaming products to understand how they sustained engagement over long tournaments.

Key observations:

• Players return when progress is visible.

• Rewards must feel immediate.

• Competition increases retention.

• Small wins encourage repeat participation.

• Progression motivates long-term engagement.

These insights became the foundation of the experience.