The NBA teamed up with Google Pixel on a virtual app experience to engage with young fans during the playoffs. Known as Pixel Arena, the virtual space is available inside the NBA app where users can create an avatar decked out in a team’s gear, play an NBA trivia game, watch 3D game highlights, and virtually enter past games using their phone gyroscope. Users can also relive how top scorers and teams performed using 3D shot recaps based on real-time NBA data during half-time or post-game. The more trivia points earned and games attended, the higher users will climb on the leaderboard, helping them unlock virtual gear for their avatar. Our research shows the NBA is Gen Z and Millennials’ favorite sports league, and engaging with them through gamified app experiences is one way to reach young, digitally native sports fans. (Marketing Dive)
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