How Dizplai helped The Overlap turn a live watchalong into a fan engagement engine
Key insights
- The Overlap’s live watchalong reached 700,000 viewers live and over 1.3 million across live and highlights content
- Dizplai built a custom broadcast graphics package integrating real-time match and league data into the show
- Fans could directly participate in the live broadcast through chat and social integrations, creating a two-way experience rather than passive viewing
- Sky Bet’s Super 6 brand activation was woven into the broadcast through live data formats rather than static ad placement
- The project established a new benchmark for first-party data capture and brand activation within creator-led sports content
What The Overlap needed: a live broadcast built for participation
The Overlap had something most content creators don’t: Gary Neville, Roy Keane, Jamie Carragher, and Ian Wright in the same room, independently commentating on a live Premier League match. The talent was there. The audience was ready. The challenge was building a live experience that could match that energy, letting fans actively participate alongside their favourite pundits rather than just watch from the outside. At the same time, The Overlap needed to integrate a commercial partner in a way that felt like a natural part of the broadcast rather than an interruption.
How Dizplai built an interactive broadcast that made fans part of the show
Dizplai built a custom broadcast graphics package around the live match, feeding real-time match and league data directly into the show. Fans could contribute to the broadcast through live chat and social media integrations, with the ability to communicate directly with pundits during the show. That two-way dynamic is what separates genuine fan participation from passive viewing, and it’s what kept the audience invested from kick-off to full time.
The Sky Bet Super 6 brand activation was built into the live data formats themselves rather than bolted on as a separate element. Referencing Super 6 predictions and outcomes in real time meant the brand felt like a legitimate part of the conversation. Interactive QR codes gave the audience a direct route to act on what they were seeing, while The Overlap captured first-party data on how their audience engaged throughout, giving them commercial insight that broadcast analytics alone could never provide.
The results: 1.3 million views and a new standard for fan engagement in creator content
- 700,000 viewers watched the live broadcast, with total reach climbing to over 1.3 million across live and highlights content
- Sky Bet’s brand activation reached a highly engaged audience through real-time data integration rather than traditional ad formats
- The project demonstrated that creator-led sports content, when built with the right participation infrastructure, can compete with broadcast production values while generating genuine commercial and first-party data outcomes
FAQs
Dizplai designed and delivered the interactive broadcast infrastructure for The Overlap’s live Premier League watchalong, including a custom graphics package with real-time match data, fan participation features via live chat and social integration, and a seamless brand activation for Sky Bet’s Super 6 product.
A watchalong is a live broadcast format where creators or pundits react to a sporting event alongside their audience in real time. Fan engagement in this context means giving viewers tools to participate actively in the broadcast: submitting reactions, asking questions, and influencing what appears on screen, rather than watching passively.
Rather than using static ad placements, Dizplai referenced Sky Bet Super 6 data formats directly within the live broadcast graphics. This meant the brand activation felt like part of the show rather than an interruption, driving stronger audience attention and measurable participation.
Dizplai’s interactive features, including live chat, social integrations, and QR code interactions, give audiences reasons to identify themselves during the broadcast. Each interaction is a data point that builds a clearer picture of who the audience is, what drives their engagement, and how they respond to commercial content.
Yes. Dizplai has delivered similar interactive broadcast infrastructure across a range of sports organisations and creator channels, from global broadcasters to niche sports federations. The approach scales depending on audience size, content format, and commercial objectives.
