FAQs
Common questions.
What we build, how it reaches your audience, and what to expect from working with us. If the answer you need isn’t here, ask us directly.
Working with 532
- What kinds of organisations do you work with?
Rights holders, teams, media companies, brands and digital platforms. Anyone with a sports audience they want coming back more often. Our work so far spans FIFPRO, the SPFL and OneFootball.
- Are you an agency or a games studio?
A games studio. We design and build the games ourselves in Dundee. Most of what we make is partner-first, built to sit in front of your audience rather than ours, and we release our own titles too, which keeps us close to how fans actually play.
- What do you actually build?
Crowd Legends, our daily-play sports game format: short, repeatable challenges built around the rhythm of a season, designed so there is a reason to come back tomorrow. We deploy it two ways: embedded inside the platform you already run, or as a native mobile game of your own.
The games
- What is Crowd Legends?
Crowd Legends® is 532 Design's proven daily-play sports game format, adapted for rights holders, teams, media companies, brands and digital platforms. It launched first in football: as Native Mobile with FIFPRO and later the SPFL, and as Embedded Instant Play with OneFootball on 1F Play.
- What is the difference between Embedded Instant Play and Native Mobile?
These are the two principal ways Crowd Legends is deployed. Embedded Instant Play is a fast-loading browser game that runs inside your existing app or site with nothing to download, and can be built around a club, a competition, women's football or a mix of them. It suits you if you want to give an audience you already have a reason to come back daily. Native Mobile is a deeper standalone or partner-branded game on iOS and Android, with accounts, progression and long-term competition. It suits you if you want a destination fans seek out.
- Can Crowd Legends be adapted for our sport?
The format is built to travel. Football launched first, and the design work is in shaping it around the rhythms of your sport and competition rather than rebuilding it. The daily question changes, the reason to return does not.
- Can games be white labelled?
Yes. Experiences carry your branding and run inside your own apps and platforms, so they read as part of your product rather than as something borrowed. The gameplay you see in our own demos is the unbranded build, before a partner's identity is applied to it.
- Where do the games run?
The two principal deployments are Embedded Instant Play, in the browser and straight into your own app or site in an iframe, and Native Mobile on iOS and Android where you want a fuller branded destination. From there, channels: we are a selected closed-beta publisher for YouTube Playables, and the format is designed for the living room too, with a 4K landscape build for Smart TV.
How a project runs
- How long does a typical project take?
It depends on the sport and the depth of integration. We start from a proven daily play format rather than a blank page, so the work is shaping it around your competition rather than inventing a game from scratch. Tell us what you have in mind and we will be straight with you about timings.
- How does a project usually start?
Discover, prototype, build, launch, grow. The first conversation is normally about your audience and where they currently drop off, not about game design. Most of the value is decided before anything is built.
- Who owns the product, content and player data?
Ownership and usage rights are agreed on a project-by-project basis. 532 Design typically retains ownership of its underlying technology and reusable game systems, while partners retain ownership of their brand, audience data and any content or rights they provide.
The content approach depends on the rights available. Partners may supply player names, imagery or data, license content from third-party providers, or use a more editorial approach based on factual information. Any third-party rights, data or photography requirements are agreed as part of the project scope before launch.
- What does it cost?
It depends on the sport, the depth of integration and where the game needs to run. Starting from a format that already works keeps the cost of getting to launch down. The honest answer is that it is a conversation, and we would rather have it early than quote you a number that means nothing.
Results and commercials
- What sort of engagement does daily play produce?
From initial launches of Crowd Legends Native Mobile: around 30% DAU/MAU stickiness, roughly 1.83 sessions per user per day, and retention running from 55-65% on day one to 10-25% by day 30. Those are our numbers, from our sport, and every audience behaves differently.
- How does sponsorship work?
A daily game gives a sponsor somewhere to sit that did not exist before: a returning audience, in a branded environment, on days when nothing else is happening. Activations and branded competitions are part of the format rather than something bolted on afterwards. Whether any of it applies depends on the partnership; the format works just as well run purely for engagement.
- How do we see how it is performing?
Live ops tools and analytics come with a white-label deployment, so you can run competitions and see how your audience responds without coming back to us to make a change.
Still have a question?
Tell us about your audience and we’ll tell you honestly whether daily play is the right fit.