The Financial Times is Using Game Mechanics to Lower Subscriber Churn


The Financial Times is rewarding its audience for getting smarter.

In mid-October, the publisher introduced Knowledge Builder to 13 percent of its subscribers, a point-scoring system so readers can keep track of how the FT’s journalism builds their knowledge. The aim of the tool is to encourage engagement, which the FT defines through a combination is frequency, recency and volume of articles per visit.

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