Product Strategy and UX Design for Fan Engagement & Loyalty

I help teams design fan engagement and loyalty products that create clear value, meaningful progression and repeat use across a full season.

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Fan Engagement & Loyalty Product Expertise

I design fan engagement experiences that reward participation, support progression and give fans a clear reason to return.

Engagement Games and Interactive Tools

Predictive games, challenges, trivia and simple fan tools designed to create repeat touch points before, during and after live events. Built for clarity, speed and ongoing participation.

Rewards and Progression Systems

Clear reward structures that feel fair, motivating and worth returning to. Points, badges and season-long progress paths that strengthen commitment over time.

Identity and Fan Profiles

Profiles that help fans see progress, track achievements and build a sense of belonging. Designed to create personal investment and long-term connection with the product.

Loyalty and Retention Programs

Systems that combine value loops, reminders and personalised incentives to keep fans active across the entire season. Focused on sustained engagement rather than spikes.

Why Teams Work With Me

Here’s what you get when you work directly with me.

Clarity Over Chaos

Fan engagement products often combine games, rewards and live content. I help teams reduce complexity and create simple, predictable experiences that fans understand instantly.

Behaviour-Driven Product Thinking

Fans stay engaged when the product feels fair, motivating and easy to return to. I design systems shaped around real fan behaviour, not assumptions or surface-level metrics.

Decision-Making Strength

Every engagement feature has operational and retention impact. I help teams decide what to build, what to simplify and what to remove to keep the product focused.

Retention and Engagement First

Fan engagement only works when users come back. I design value loops, progression systems and identity mechanics that strengthen repeat use across a full season.

A Proven Track Record with Industry Leaders

With over 15 years experience in the sports tech industry, I’ve had the privilege of collaborating with some of the biggest names in fan engagement.

Fanatics logo featuring a bold red “F” emblem and navy wordmark — representing SGX Studio’s work with Fanatics on sportsbook and ecommerce design, uniting sports retail and betting into a seamless fan experience.
UFC logo in bold red uppercase typography — representing SGX Studio’s collaboration on data-driven analysis tools, athlete profiling systems, and real-time combat analytics for the Ultimate Fighting Championship.
Sky Sports logo featuring a blue and red gradient split background with white lowercase text — representing SGX Studio’s design work on live sports interfaces, broadcast integration, and interactive fan engagement tools for Sky Sports.
SportsGrid logo in bold red, italicized uppercase lettering with a double chevron arrow motif — representing SGX Studio’s collaboration with SportsGrid on live sports media and betting content experiences.
Oddschecker logo in a clean, dark blue lowercase typeface — representing SGX Studio’s collaboration with Oddschecker to enhance UX across data-driven betting tools and comparison interfaces for sportsbook users.
SportsDataIO logo featuring the word “sportsdata” in black and blue lowercase text with a circular “io” icon — representing the sports analytics and data integration partner for SGX Studio projects.

Joe Mirtaheri

Senior Vice President
Fanatics, Inc.

“I’ve had the pleasure of working with Mike on numerous projects recently and his contributions have been invaluable. What sets Mike apart is his incredible flexibility in approaching any brief or project. He doesn’t just take a one-size-fits-all approach; rather, he tailors his methods to meet the unique needs of each task at hand.

Mike’s expertise in the Design space is evident. He pulls from various facets of his experience and stays current with wider industry trends to deliver solutions that are not only innovative but also practical.

Perhaps what I appreciated most was Mike’s willingness to push back and evolve ideas. He’s not just an ‘order taker.’ If he sees a better way to achieve an objective or improve a concept, he speaks up and collaborates to make it happen. This characteristic not only elevated the quality of our projects but also made the entire process a true partnership.

If you’re in need of a designer who brings a depth of knowledge, adaptability, and a collaborative spirit, I highly recommend Mike.”

Frequently Asked Questions about Fan Engagement Design

Here are a few common questions I get from new partners about the process and value of product design.

Clear value, simple mechanics and predictable progression. Fans return when the product feels fair, motivating and worth their time.

By grounding them in real fan behaviour. Features work when they support game-day habits, add context or offer meaningful progression rather than short-lived novelty.

I design systems that feel valuable to fans while staying manageable for the business. This means clear rules, controlled reward loops and progression that does not require constant giveaways.

Consistency and clarity matter more than volume. Predictable challenges, steady progression and simple identity mechanics keep fans returning without overwhelming them.

Lightweight, purposeful interactions. Comparisons, shared results and small moments of recognition work well. Heavy social features often create friction without adding real value.

Build the Next Generation of Fan Engagement Products

If you have a product in sports betting, media, coaching or fan engagement and need clear direction, I’m happy to talk.

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