Benefits of WSA partners Joymo explained by CEO Michael Emery on the Drive Phase Podcast

Welsh Sports Association (WSA) partners Joymo have been of benefit to a selection of our members – such as Welsh Boxing, for whom they broadcasted November’s Welsh Boxing National Championship Finals with great success.  

Joymo provides clients with a platform on which to livestream their events, on their terms, to fans all around the globe – a service that has become all the more pivotal during the COVID-19 Pandemic.  

And recently given the opportunity to delve into his organisation on the Drive Phase Podcast, Joymo CEO Michael Emery has explained the origin story, the benefits, and the drive of the livestreaming platform.  

Michael Emery, CEO of Joymo

On the inspiration for Joymo: 

My daughter is nine. She plays handball and she loves handball. My dad is in Wales and he’s fully digitalized. He’s got an iPad and is dangerous on eBay! I thought how can he watch those games? Wherever Joymo is going to go in the future our route is, let’s help that handball club film that match, deliver it to that individual far away in a way that that child is safeguarded. And in a way that that value around that content, be it advertising value, or monetary value through ticketing, exists for a club. Because if that club can sell 250 tickets to games a year and make a bit of money, then they can buy better handball kits. 

That’s where we started. And we’ve done really cool stuff. We’ve streamed thousands of games, tournaments and competitions in different countries, to viewers all over the world.

On what Joymo delivers to sports organisers: 

Think of Joymo as Twitch for grassroots sports. We enable sports clubs, teams, tournaments – you name it – to live stream content with low latency, direct to their fans and that they sell tickets to. So you can either have a season ticket to watch everything from that handball club, or you can do a pay-per-tournament model. The real product is that we collect those revenues and we distribute those revenues quickly, weekly back to the clubs so it’s just money into their account. So it’s a really great way for supporters to financially support clubs and teams at the same time as actually watching something that they really want to watch. 

That’s kind of where we started. That’s the product in a nutshell: really good, really safe, live streaming.

Now we’ve moved to a position where we’re in dialogue with rights holders, so governing bodies around the world that say: ‘We’ve now realised that if we are able to consolidate this content into one place, so take a little bit from YouTube, take a little bit from Facebook, create more content, bring it all together, distribute that to fans, that’s of immense value to us but we can’t build that ourselves’. So we now say to them, what do you want to do? What type of OTT platform do you want? Let’s help you build that and democratisation at the very top.

On the growth of OTT and benefits of Joymo for rights holders: 

I’m not going to name a customer, but we say to them that instead of getting a poor media rights deal that leads to coverage on the graveyard shift on a linear media channel, they could take all that content and start distributing their content themselves on their own platform direct to their fans. OTT has become a really big subject but what that is really about is the likes of DAZN and Eleven, pure-play streaming services, offering an alternative to traditional broadcasters. But what we’re saying for the underserved sports and the under broadcasted sports – the basketballs and the fencing and the Judo and weightlifting – let’s give you the platform that you want. And it’s doable and manageable.

What content really drives engagement? 

Live sport is still key, but the argument that we’re making to our customers is the more content you broadcast that is of interest to the fans, the more valuable your brand is going to be and the more engagement is going to increase, leading to more loyalty. The one thing that we have written here in the office is: fan passion, is fan passion. So regardless of whether you’re a 75-year-old Welsh man supporting a Norwegian handball team or you’re supporting Manchester United, it’s all about passion and wanting them to win. 

It’s a really exciting space and we are a very active player within that space. And we’re a very collaborative player as well. We don’t want to alienate, we want to work with different people, different rights holders, different organisations, different governing bodies, and even media players as well. We’re very open and we’re really enjoying ourselves in this space.

To find out more about Joymo and how they can benefit you as WSA members, click here.

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