Canada’s sports networks are ahead of the game (sorry, it was there) when it comes to creating an interactive experience for its viewers.
Earlier this month, The Score launched its interactive SMS application. Now Rogers Sportsnet has partnered with LiveHive to create what’s essentially a social networking site surrounding its hockey broadcasts called Game InThe Game.
By logging into www.sportsnet.ca/gameinthegame during a broadcast, fans can comment on the game’s progress, answer trivia questions and make predictions on the game’s outcome. Friends can form groups and challenge each other on the game’s outcome. There’s also a chat board for trash talking communicating with hockey fans across the country.
Much of this, of course, has been going on for years on unofficial fan forums and social networks. This is just a good way for Rogers to monetize the process by bringing in advertising dollars to the site. They’re hoping to lure fans to the site through the cachet of bragging rights and the chance to win prizes.
It’s not as fully integrated as The Score’s application, which combines mobile technology with traditional broadcast, but Game In The Game does present more opportunities for fan engagement.
It’s not surprising that Canada’s sports networks have placed a priority on interactive viewing where other networks have not. Sports fans, whose obsession is interactive by nature, are a natural fit for a digitally interactive experience and that’s probably why Rogers and The Score have been pouring their resources into making a bigger, better one for their viewers.
Game In The Game is available for all of of Sportsnet’s 206 games.
