With in-game highlights, food delivery, loyalty-based rewards, voting, gamification, commerce and ticketing, it would seem that Ballpark -- the new and improved app formerly called MLB At the Ballpark -- has it all. From start to finish, the experience of attending a game with the app is light and fun. Registration hurdles have been eliminated, and fans can enjoy the sleek functionality of the application while taking in nine innings. Ballpark is an ad-supported free download. An account with MLB.com is required to access the app’s features. This review was conducted on an iPhone 5 version 9.0.2, with AT&T LTE service.
FIVE-TOOL PLAYER: Those on hand for this week's playoff games can enjoy enhanced in-app ticket buying options and some new and improved features, including the ability to snap photos in the app’s journal, decorate them with a team's logo and share them with friends. The app does a stellar job of keeping users within its walls -- for stadium check-ins, ticketing and seat upgrades. With the addition of the Esurance MLB Awards voting engine and a points-based reward system, the digitally engaged fan has even more to play with at the game. iBeacons (in place at 28 MLB stadiums) offer prompts to check in to the game, and fans are rewarded for complying. A check-in at Sunday’s Marlins-Phillies matchup at Citizens Bank Park unlocked three offers: a sweepstakes entry, 20% off at the Phillies online store and a $5 credit toward a seat upgrade. Elsewhere, the app serves the fan well with game data, player information, stadium maps and highlights. The journal feature, as in past versions, is a convenient way to store memories from past games.
SWING AND A MISS: Because the app houses so many features, there is a learning curve to navigating the layout. Tapping on one item opens another that may not be in plain sight. Highlights are located below other content and, with no true call-out, can be missed. If a fan photo is not shared during the upload process, there does not appear to be another opportunity to share it, and the app does not allow for the upload or sharing of video (think SnapChat and Vine). As for concessions on-demand, while this feature likely varies by venue, Citizens Bank Park offers a limited menu forcing many fans to get out of their seats for better options.
FINAL BOX SCORE: The big win in the revamped Ballpark app is the seamless integration of transactional touch points. Fans can use the app to purchase, transfer, access and interact with their team in a single location. Engaging in-stadium tactics are well done, leaving room for few complaints. Areas for improvement include a simplified organization of information and additional media-sharing opportunities. All told, this is a 4-star app. iTunes users rate the newest version at 2.5 stars, with photo-cropping issues as the top complaint. Regardless, the app functions well, serving many purposes for stadium-goers and answering the call to engage and reward.
Amie Sheridan (amie.sheridan31@gmail.com) is a sports technology writer and professor of sports & entertainment marketing at Saint Joseph’s Univ. in Philadelphia.
