MLBAM Unveils Latest Version Of At Bat App At Fan Upfront Event

MLBAM today is releasing the '12 versions of its MLB.com At Bat mobile app, and this year's significant changes include a shift to a universal structure in which one app purchase will cover both tablets and smartphones. In prior years, MLBAM had sold tablet and smartphone versions of At Bat separately, believing the distinct experience on each platform warranted its own fee. But after finding more consumer overlap than expected between the tablet and smartphone app purchases, and seeing how many other apps were moving to a universal structure, MLBAM felt the shift was due.

MLBAM last night drew more than 200 people for its first-ever Fan Upfront, an invitation-only session in N.Y. to unveil its suite of consumer products for the upcoming season, including MLB.TV and MLB.com At Bat. The event, largely the brainchild of MLBAM VP/Communications Matt Gould, is thought to be a first among pro sports properties and likely will become an annual tradition.