The Detroit Pistons have developed the NBA’s first team-run interactive video game accessed on Pistons.com in an effort to attract younger fans.
In the game, called “One-on-One With the Pistons,” users can play a virtual one-on-one basketball game against members of the team’s regular starting lineup through the use of interactive video.
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Fans can take on any of five Pistons players in the interactive video game, created in partnership with Interlude.
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Fans can access the game free through their mobile devices, tablets or desktops, where they can play a game up to seven points against five Pistons players: Andre Drummond, Reggie Jackson, Marcus Morris, Tobias Harris and Kentavious Caldwell-Pope.
The game will go live on Pistons.com on Dec. 5.
“More and more fans are interacting with our team and other NBA teams outside the arena,” said Charlie Metzger, executive vice president and chief marketing officer for the Pistons. “This is one of the ways to do it. It continues our quest to reach fans anywhere, and we are also able to reach a younger audience.”
The Pistons have partnered with New York-based Interlude using the company’s Eko platform to create the game, which will also be available on helloeko.com.
Specific terms of the deal were not disclosed, but the Pistons and Interlude will share in revenue from the sale of video ads embedded within the game. So far, Dodge, an existing Pistons team sponsor, has signed on as the game’s first advertiser. Terms of the deal were not disclosed.
The NBA confirmed that the Pistons are the first NBA team to integrate the Interlude video game into their website. Users also will have the opportunity to register to win prizes on the site, allowing the team to capture data and market directly to the gamers.
“It is about getting fans engaged,” Metzger said. “Those who play it will be younger than our traditional segment, and we want them to get to know our players.”
Metzger said that Pistons.com averages 300,000 unique visitors a month. Team executives hope to build on their digital traffic while increasing the team’s exposure both domestically and globally through the game.
It is the first business venture between the team and Interlude.
“We worked together on the production, we filmed the guys on the court and we are working with them on the front end talking to advertisers,” Metzger said.
It is also Interlude’s first sports deal.
“It is about taking advantage of the video to deliver experiences,” said Yoni Bloch, chief executive officer and co-founder of Interlude. “The Pistons are the first one, but we have interest from several teams in the NBA and other sports.”
