How SciPlay and Austin FC’s Partnership Built Community and Connection

SciPlay wanted to get more involved in the local Austin scene and deepen its roots in the community. The company looked for a partner who shared its commitment to passion, leveling up and culture. 

That's when a striking coincidence came to light: The signature green and black of Austin FC perfectly matched SciPlay’s own brand colors. This initial, simple observation was a sign of a deeper, more meaningful connection that evolved into a genuine partnership built on shared values, a mutual dedication to the local community, and a desire to create impactful experiences.

SciPlay's Director of Global Communications, Andrea Schneider, was aware of the incredible momentum and passionate fanbase Austin FC was building. She dug deeper into the club's brand, discovering a true alignment of core values and objectives.

Serendipitously, Andrew DiMario, Austin FC’s director of corporate partnerships, gave Schneider a call. The two leaders discussed their shared commitment to creating authentic community connections and delivering exceptional experiences. After months of detailed discussions, a powerful brand alliance was forged.

“This partnership started with a simple observation about shared brand colors and evolved into something much deeper, marked by a genuine alignment of values and community commitment,” said Schneider. “Our Austin FC partnership has been so effective because it’s an alliance built on our shared core values of community, passion, and excellence.”

For Schneider, this partnership went beyond traditional sponsorship. It’s a strategic alignment of two organizations that embody Austin’s entrepreneurial spirit and its vibrant culture. SciPlay is a leader in mobile gaming, known for its portfolio of authentic, fun, and free-to-play games. The company excels at market-leading live operations, creative marketing, and continuous product innovation. With a significant local presence, stable growth and market-outperforming results, SciPlay’s strengths directly complement those of Austin FC, resulting in a well-aligned partnership.

“This partnership started with a simple observation about shared brand colors and evolved into something much deeper, marked by a genuine alignment of values and community commitment.”

“The fact that fans now organically say, ‘Meet me at the SciPlay Gate,’ tells me we achieved something much more valuable than traditional sponsorship. SciPlay became a part of Austin’s cultural fabric,” Schneider said.

Orchestrating a Strategic Partnership

Schneider, alongside SciPlay’s marketing communications and internal creative teams, collaborated closely with Austin FC’s marketing team to develop all branded assets. This included concepting dynamic digital advertisements for the stadium’s massive video boards, scripting and producing video spots, and drafting compelling copy for press releases and social media campaigns. Their collective efforts ensured every asset was evaluated for brand fit, audience alignment, and return on investment.

Schneider said that the authentic connection between SciPlay’s “passion to win” philosophy and Austin FC’s dedicated fanbase has created powerful brand synergies that resonate throughout Austin.

Memorable Moments

SciPlay’s partnership with Austin FC hasn’t just been a gamechanger for fans; it has also boosted SciPlay’s talent acquisition efforts. 

A recruiting event held at the SciPlay Sports Bar, led by SciPlay marketing manager Thomas Hodge and SciPlay talent acquisition manager Micayla Evers, attracted 130 attendees and generated over 53,000 social media impressions, ultimately leading to two new hires. Attendees praised the event on social media for showcasing SciPlay’s engaging and collaborative culture.

SciPlay’s commitment to the local community was further demonstrated at Austin FC’s “Y’all Means All” Pride Match Day in June 2024. SciPlay distributed thousands of rainbow fans to supporters to help them stay cool, a memorable activation that demonstrated the company’s support for LGBTQ+ rights while providing practical value to the community.

SciPlay’s commitment to Austin’s creative community also included a collaboration with local artist Mike Johnson. The custom-designed and painted mural, just outside the SciPlay Gate, further demonstrated the company’s investment in the city’s cultural ecosystem.

A Future Defined by Innovation and Growth

The success of the Austin FC partnership reflects SciPlay’s broader corporate culture.

According to Schneider, the team’s ability to use insights from both qualitative and quantitative data to create targeted, innovative activations required sophisticated creative thinking, cross-functional collaboration, and strategic execution. This data-informed approach, she notes, defines SciPlay’s overall approach to product development and market expansion.

SciPlay offers job seekers the opportunity to join a team of passionate and collaborative people who are making a real impact on the future of free-to-play gaming within a supportive culture that champions innovation, autonomy, and personal growth.

“SciPlay is a company that thinks strategically, acts decisively, and builds lasting, beneficial relationships,” Schneider said. “As we continue exploring new opportunities in Austin, we remain committed to demonstrating why SciPlay represents the future of free-to-play gaming and Austin’s technology leadership.”