With Inter we launch INTERISTA, the first behavioral loyalty program in Sports
Gamification, challenges, and 11 levels to unlock INTERISTA passion, in exchange for exclusive benefits and unique experiences
We are marking a new milestone in the behavioral loyalty universe by launching a unique program in the football landscape through our new Sport & Entertainment Business Unit: "INTERISTA". Dedicated to Nerazzurri fans worldwide, the program raises the bar from mere fan engagement to building a new Club community driven by data-driven gamification strategies.
Value is returned right from day one and based on fan loyalty: upon joining the platform, fans are assigned an initial level reflecting their level of commitment as measured by Inter's systems over the years (such as season tickets and Inter Club membership). The journey continues with quizzes, challenges, surveys, and community quests that allow users to earn value via a dual-currency system: POINTS, which unlock progress across the 11 available levels, and COINS, used to redeem rewards from the catalog, yielding incremental benefits throughout their relationship with the Club.
INTERISTA was designed to strengthen the bond with those who live and breathe Inter every day through a free, accessible, and rewarding system tailored to deliver a truly engaging experience, even for fans physically "distant" from Milan and Italy who cannot experience that passion in person.
The project is built on the WEKIT technology platform, a specialized tech vertical for gamification and loyalty already active across 10 other industries, now making its official entry into the Sport & Entertainment sector.
By mapping every action within the program, the collected data is processed to enable the Club to execute targeted strategies tailored to different clusters. This data-driven technology provides a database segmented by individual interests, passions, shared values, and devotion to the team. Every fan receives recognized value from day one, unlocking escalating benefits based on their long-term engagement with Inter. The launch of INTERISTA follows a teaser phase initiated in December 2024, which attracted over 250,000 registrants, confirming a highly responsive community eager to take an active role in their relationship with the Club.
The goal is to provide the Club with a new touchpoint within its digital ecosystem, a true sports media center capable of generating value not only for fans, but also for sponsors and brands. By collecting first-party data and building an increasingly profiled database, the Club can gain deeper insights into its worldwide fanbase, deliver tailored experiences, and develop true monetization strategies powered by Nerazzurri passion. The loyalty program plays a pivotal role in this framework: by leveraging fan behavior, it aims to foster deeper, longer-lasting relationships.
INTERISTA is a fully strategic project for FC Internazionale Milano, driven by a clear and well-defined goal: strengthening the sense of belonging and relationship with its fanbase; at the same time, INTERISTA serves as a strategic lever for digital marketing and media initiatives.
We believe sport is the fastest-growing industry in terms of digital transformation. Having launched our fan engagement platform with several clubs, leagues, and federations, we are now raising the bar with Inter by introducing an unmatched behavioral and predictive model in Italian football. With INTERISTA, we are ushering in a new era of fan engagement, one where we not only identify and reward passion, but convert it into tangible value, building a deeper and more measurable relationship with the community. It is a forward-looking project that combines vision, technology, and data into a solution capable of propelling the Club into the elite rank of International Sport Innovators.
