Auckland Rugby League was losing players. Particularly amongst Māori and Pasifika youth, the sport that had once been central to community life was struggling to connect with new generations. Their existing digital tools were outdated and excluded the very communities they needed to engage. We built PlayLeague, a platform that put cultural values at the heart of digital engagement.

The Challenge

Rugby league's popularity was declining, and Auckland Rugby League was feeling it where it hurt most. Retention rates were dropping and the sense of community that had always been the sport's strength was weakening, especially among Māori and Pasifika youth.

Their existing digital platforms were outdated and lacked inclusivity, making it challenging to engage diverse audiences, particularly in lower socioeconomic areas with limited access to technology. But this wasn't just about updating digital tools. ARL needed to create something that promoted rugby league whilst integrating the cultural values essential to Māori and Pasifika communities. The platform had to be relevant to current players and new recruits alike, fostering genuine community, inclusivity, and accessibility.

How We Approached It

We recognised that this wasn't a technology problem. It was a cultural and community problem that technology could help solve. Our approach centred on understanding what actually mattered to these communities, then building digital experiences that amplified rather than replaced those values.

PlayLeague's design prioritised accessibility and cultural relevance from the ground up. We created customisable subsites so local clubs could manage and personalise their pages, increasing local engagement and making the platform relevant to each unique community. Most importantly, we integrated Māori and Pasifika cultural elements throughout the platform, making it resonate more deeply with Auckland's diverse youth.

What Made It Special

Most sports platforms focus on fixtures and results. PlayLeague focused on belonging. We created user-centric accessibility features and simplified navigation that allowed individuals from lower socioeconomic backgrounds to interact seamlessly, bridging the technology gap.

But the real innovation was cultural. We didn't just add cultural elements as decoration. We integrated them as fundamental design principles, ensuring the platform felt authentically connected to the communities it served. Local clubs could tell their own stories, celebrate their own heroes, and maintain their own identity within the broader league structure.

The Reality

PlayLeague transformed Auckland Rugby League's community engagement, delivering results that exceeded expectations:

21% increase in player registrations over two seasons, successfully revitalising the ARL community Enhanced community connection strengthening cultural pride and belonging among players Industry recognition as a finalist in 2024 Best Design Awards and 2024 Australian Design Awards New benchmark for sports digital transformation demonstrating how culturally inclusive platforms drive engagement