Keeping AI League players involved during the World Cup and connected to what came after the tournament.

UX/UI & CROStrategyEmailAudit and Review

ASM

Altered State Machine had days to prepare email for AI League’s World Cup fan experience. Platform setup, a new sending domain, player data and creative all had to be ready for the campaign, with a plan to stay in touch after the tournament.

The project
Altered State Machine, part of Futureverse, develops AI-powered gaming experiences. Overdose New Zealand supported the AI League football fan experience with email strategy, design and delivery.
The teams selected Klaviyo, established a player database and created responsive email templates. Player data informed personalised messages, local-language variations and reminders about upcoming match predictions. Newsletters and prize draws gave people reasons to remain engaged during the tournament.
The programme also considered the next step into AI League’s mobile game. The reported email figures describe this campaign; they are not a measure of game adoption.
Scope
- UX/UI & CRO
- Strategy
- Email
- Audit and Review

Connected systems

Integrations

Klaviyo was selected for the campaign’s player data, segmentation, automated messages and email delivery. Overdose also worked on the sending domain, campaign schedule, responsive templates and deliverability guidance. Personalisation drew on player activity and local-language variations.

Platforms and systems

The email platform used for the AI League campaign.

Integration

Platform

Klaviyo
Player segments, automation and email delivery

Swipe to explore all two

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Challenge
Preparing the programme in days
The World Cup start date left little time to choose a platform, establish a sending domain, organise player data and create campaign emails.
Solution
Overdose worked with Altered State Machine and Klaviyo to establish the database, build templates and prepare personalised, local-language sends for the tournament.
Challenge
Keeping players engaged beyond one prediction
The campaign needed to bring fans back for later matches and maintain a relationship beyond the tournament experience.
Solution
Automated messages and newsletters used player activity to prompt upcoming predictions and reconnect with lapsed players. Prize draws added another reason to return.

Results

Personalised EDMs Delivered: 387,000
Click Rate: 7.3%
Deliverability Rate: 99.2%

Reported email delivery figures for the AI League World Cup campaign. They describe message delivery and engagement, not player retention or mobile-game adoption.