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At FBIN, we explore how football clubs apply new tools to solve practical business challenges. In a recent conversation with IFK Göteborg’s content team, we found a compelling example of how subtle, strategic changes to a club’s website can increase fan engagement, support conversions, and open new paths for digital storytelling.
By Joachim Stelmach
When fans land on IFK Göteborg’s website, they’re met with more than just the usual match reports and ticket links. Instead, something moves. A short, autoplay video greets them, usually teasing behind-the-scenes footage or a player message, subtly pulling them deeper into the club’s digital ecosystem.
It’s part of a broader strategy IFK has embraced in recent seasons—one that combines storytelling, conversion, and experimentation in a single visual touchpoint. At the heart of this approach is a tool called Life Inside, a video overlay solution originally designed for corporate environments. Thanks to a local connection—the company’s founder is a long-time IFK supporter—the club became one of the first football teams to try it.
“Life Inside wanted to use us as kind of a pilot for football clubs,” said IFK’s content manager Gabriel Andersson. “They had used it in different companies before, but never in sports. And we thought, hey, this is a great idea. Why hasn’t anyone thought of this before?”
The idea was simple: instead of static images or banner ads, short video teasers would appear directly on the club’s homepage and other key pages. These would promote behind-the-scenes episodes available in the IFK app, as well as other content aimed at ticket buyers, members, or sponsors.
The tool didn’t require a redesign or significant development time. It simply added a new layer—dynamic, silent, and autoplayed—on top of the existing content.
A New Layer of Engagement
Every week, the content team at IFK publishes two new behind-the-scenes videos in their app. With each release, they also upload a 15-second teaser via Life Inside to the homepage, where it becomes one of the first things visitors see. The teaser stays up for three to four days before being replaced by the next one. This small but regular update keeps the page fresh—and fans watching.
“We treat it as part of our routine,” the club shared. “Just like publishing to Instagram, it’s something we do every week. It fits naturally into our workflow.”
The average teaser garners around 50,000 views, with about 80% of visitors watching the full video, according to internal estimates. The tool’s autoplay feature and visual prominence seem to play a key role in drawing users in—especially younger fans, who respond well to movement and immediacy. Crucially, it doesn’t slow down the website or affect usability.
“It’s easy to miss a photo or a button,” Gabriel noted. “But when you see a moving image at the top of the page, it’s hard not to watch. And because it’s clickable, we can send people straight to the app, to a ticket offer, or to wherever we want.”
Testing, Learning, and Evolving
IFK doesn’t see Life Inside as a one-size-fits-all solution. Instead, it’s become a testing ground for different types of messaging. While the most common use case has been teasing new video content, the club has also experimented with clips promoting ticket sales, matchday experiences, and fan-facing interviews with players. There are plans to explore employer branding and membership communication as well.
The tool is currently implemented on both the men’s and women’s pages of the main club website. While the academy site runs separately (and hasn’t yet adopted Life Inside), the team sees potential there too. According to IFK, the flexibility of the platform—both in terms of placement and message—makes it suitable for future expansion.
“We’re still learning what drives conversions,” Gabriel said. “Some teasers get more clicks than others. Sometimes it’s the subject, sometimes the design. That’s something we track closely.”
Another advantage? The partnership allows IFK to provide direct feedback to Life Inside’s developers, influencing how the platform evolves to better suit a football context. From animation controls to integration ideas, the club sees itself as a co-creator as much as a user.
Beyond the Homepage
Looking ahead, IFK sees more possibilities for embedded video overlays throughout their digital journey. On the ticketing page, a video could show available seating or promote an upcoming match. In the club shop, a short clip could feature a player showcasing new merchandise. On a recruitment page, it could highlight what it’s like to work behind the scenes at the club.
These are not marketing campaigns in the traditional sense—they’re micro-moments of interaction, designed to reduce friction and guide fans organically toward the next step.
“We’ve already seen it work for our app,” Gabriel added. “There’s no reason it couldn’t work for tickets, memberships, or merchandise too.”
About Life Inside
Life Inside is a leading interactive video platform that empowers sports clubs to captivate fans and boost revenue through engaging video content.
By transforming traditional videos into interactive experiences, clubs can seamlessly distribute content across digital platforms, driving traffic to key revenue streams such as ticket sales, merchandise, and app downloads.
The platform also enables the collection of user-generated content, allowing fans to share their memorable moments, which can be repurposed into dynamic marketing campaigns.
With Life Inside, clubs maintain audience engagement directly on their websites, reducing reliance on external platforms and enhancing the overall fan experience.
Interested to try Life Inside as well?
The service is up and running in minimal time. FBIN is Life Inside’s global partner for the football industry. Feel free to get in touch if you want to know more.
Key Takeaways for your Club
Innovation doesn’t always require radical redesigns—IFK Göteborg’s approach shows how adding a subtle, dynamic layer can have a major impact.
Short, autoplay video overlays can capture attention and guide fans without disrupting their experience.
The right content in the right place can drive thousands of views and meaningful clicks.
Your website can be more than an information hub—it can become a space for storytelling and engagement.
Be open to experimenting with tools that weren’t originally built for sport. They may unlock unexpected value.
Listening to your fans and observing how they interact with digital content can help shape smarter content strategies.
Small-scale, low-barrier innovations—like embedded video—can lead to deeper fan interaction and measurable conversion results.
Conclusion
IFK Göteborg’s use of Life Inside is a reminder that innovation doesn’t always come with a big price tag or a full website overhaul. Sometimes, it’s the small, strategic additions—like a 15-second teaser video—that create the biggest shifts in fan engagement. By blending content, design, and experimentation, IFK is showing how clubs can turn their websites into dynamic spaces that inform, convert, and connect.
Curious how other clubs are rethinking digital engagement? Explore more case studies and insights here.
