Redesigned website aims to bring fans closer to the game through technology, personalizationNBA.com
NBA Digital, which is jointly managed by the league and Turner Sports, has debuted a redesigned app and website, featuring new and expanded features on NBA League Pass and NBA TV. The priorities for the NBA are two-fold: Use technology to bring fans closer to the game and emphasize personalization, giving fans more control over tailoring experiences to their viewing preferences. "Ninety-nine percent of our fans even in a normal world would not make it to an NBA arena," NBA Head of Next Gen Telecast Sara Zuckert told THE DAILY. "So we're focused on finding new ways to bring fans closer to the game, not just for this season when fans won't be there in many markets, but long term. We used Orlando as a way to test out a lot of new technology to do that, and we're going to continue to pull that forward into this season and beyond." The redesigned app comes as the NBA expands its digital offerings by unifying the league's international and domestic digital products aimed at providing fans with a consistent premium experience and access to the NBA's full global content archives. Enhancements across NBA League Pass and NBA TV on NBA.com and the NBA app include:
- Interactive game overlays to offer statistics, quizzes, polls and in-game highlights. There is also a "catch up" feature if a fan jumps in to view a game after it is underway.
- Games will now be available to temporarily download for viewing offline and on-the-go for League Pass subscribers.
- Fans in the U.S. will now have the opportunity to watch NBABetSstream, and alternate betting-focused telecasts for select games on NBA League Pass and NBA TV. Talent from across Bleacher Report, The Action Network, Yahoo Sports and others will provide expert analysis while overlays featuring betting odds are displayed throughout the matchups.
- A sideline stream with popular alternate angles as well as an influencers stream with popular personalities calling games.
- Fans in the U.S. will now have access to expanded language options, including Portuguese, Spanish and Korean.
- Condensed games on NBA League Pass have been expanded to include game highlights dedicated to the home team, away team and all possessions.
LEARNING EXPERIENCE: The Orlando restart offered the NBA a valuable opportunity in a short time period to test much of the technology, notably with alternate feeds. Zuckert said the league has been able to home in on what works best and what fans prefer. It also was a true incubator of experimentation with innovation related to audio. The use of audio of fans cheering evolved over time so, by the end of the playoffs, it was completely in sync with what occurred on the court. This season, each arena will have pre-recorded audio of fans cheering to incorporate into the game experience. "It will match game action and rise and fall alongside the home team," Zuckert said. "We found this is a really important aspect for our players and fans. ... We are allowing the teams to really put their spin on what that audio sounds like and giving them the opportunity to bring that energy themselves." In Orlando, the league also worked with the referees, players and coaches to have referees explain their calls during replays directly to the fans through a camera placed on the scorer's table. Zuckert called it a telecast enhancement that offered inside access and a strong feel for the game and will be expanded to all games this season.
