The new signing has rapidly developed into a key performer in the digital world of Bayer 04. Werkself fans have been informed and entertained by the new club app for three months. There is huge interest in the newly developed media platform. The new app has seen the number of users increase by around 50%. The first interim assessment is very positive and the first update of the app is now available from the app stores.
The following tenet not only applies to scoreboards in the Bundesliga: Numbers don't lie. One thing is crystal clear after the launch of the completely revamped Bayer 04 app: The new digital premium product has developed into a very individual and constant companion for many thousands of Werkself fans. The number of visits per day has increased more than fourfold. Users also spend more than four times as long on the app on average compared with the old version – three minutes per visit.
Holger Trump, communications director at Bayer 04, is suitably satisfied: "In total, we've seen more than 45,000 downloads of the new Bayer 04 app. That number exceeds our expectations and confirms that the content design of our app together with the live function range and simple operation have gone down well." There is also a thank you to the Leverkusen supporters: "We involved our fans early on in the development and received valuable input from them in workshops. We would like to take that route again in the future," explained Tromp who was responsible for the development of the new app together with the departing marketing and sales director Dr. Bernd Schröder.
One success factor is individuality, written with a capital I, in the new digital world of the Werkself: Users of the new app have the opportunity to set up the Black and Red content according to their preferences and interests. That means stories and push notifications from different areas of the Werkself, Women, Youth, fans, away travellers and much more can be selected or deselected. This function ensures users only see the content they want to. In turn, that leads to more frequent interaction within the app – on average there are 17 times as many clicks per month compared with the previous version. The interactions include all selections on the app, such as menu items, content on matchday pages or stories on the homepage.
Users were particularly interested in the travel live updates for the Europa League away games at Celtic, Real Betis and Ferencváros. This format will be on the app for future European competition away games. The most used content in the app includes the personal inbox as well as the matchday pages including live text updates, associated stats and the league table. And the function of accessing tickets on the app digitally through a QR code on a smart phone, downloading them to the wallet and using it for entrance to the BayArena were very well received by the fans. The number of users of this function has continued to rise since the launch of the app from home game to home game.
"It was a challenge on the app to make accessible the numerous digital functions with ticket access, live dates and streams together with all the content from every digital information source from Bayer 04. The supreme discipline was making the whole thing smart and combined with a high degree of opportunity for individualisation by our fans. The foundations have been laid and our fans can already look forward to the next update with new and exciting functions," said Heiko Schulz, head of digital development at Bayer 04.
The latest version 8.1 of the Bayer 04 app brings optimisation, improvements and new functions for the fans and users.
Optimisation and improvements:
Optimised ticket management:
Expert, informative, emotional – and thanks to the new Bayer 04 app completely uncomplicated. Werkself Radio has experienced a real boom thanks the new digital and mobile tool. The number of listeners has risen 70% since the launch – up to 10,000 fans listen to Werkself Radio. The Black and Red Internet radio can easily be accessed on a smart phone or tablet while the user is on other apps or the screen saver mode is on. One of the many functions that makes the new Bayer 04 app so popular. Critiques and reviews by experts are positive. The app is a great digital platform and sets new standards amongst clubs in the Bundesliga. And the assessments in the Apple and Google stores are at the top end.
We have seen more than 45,000 downloads of the new Bayer 04 app
Users spend on average four times as long on the app compared with the old version
The number of visits per day has increased by more than fourfold
There are 17 times as many clicks per month than with the previous version