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The Goal of This Complex World Cup Site is Simple: Engage the Mobile Audience

In May 2013, there were a total of 5,443,802 mobile sessions at complex.com, accounting for 31.8% of the site’s traffic. This May, that number was up to 15,271,675, or just under 52% of the site’s overall traffic.

To cater to this exploding mobile use, Complex has launched a dedicated World Cup of Soccer portal enhanced for mobile but also fully functional via the Web. The site can be found at wc.complex.com.

“We’ve been innovating for the past 15 months in the area of cross-platform features that are really immersive experiences,” explains Scott Cherkin, Complex Media’s executive vice president of product & business development, in a telephone conversation with FishbowlNY. “What’s different about this one for us is that mobile doesn’t lack any features or functionality. We didn’t have to sacrifice anything.”

Cherkin also points to the site’s initial feature interview with U.S. midefielder Kyle Beckerman as a good reflection of the overall content flavor. “I think this is a great example of highlighting the World Cup in a way that people who are most attuned to the game recognize and appreciate. We’re getting a lot of respect from soccer journalists on our treatment there.”

Late last year, Complex Media added to its large family of partner sites the website Soccer Without Limits. The SWOL team is contributing content to Complex’s World Cup site and also helping pushing it out socially.

“One of SWOL’s principals used to play for Arsenal,” Cherkin notes. “Another guy there has been a soccer talent agent for years. They’re great partners for us, and they’re actually just getting started.”

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