The NBA launches a first-of-its-kind new app experience for fans, driven by the power of data. The global NBA App, the all-in-one destination for NBA fans of every team, is powered by a new integrated digital platform built in partnership with Microsoft. With entirely new personalization features, the NBA App will provide wall-to-wall content from every NBA game and feature social-style vertical video, unprecedented behind-the-scenes access to players and teams, new and existing shows and series, and access to the NBA vault for free. The NBA App – a product of NBA Digital, the league’s joint venture with Turner Sports – is free to download.
Besides, the NBA has launched NBA ID, the league’s new global membership program offering fans benefits and rewards from the league, teams and its partners. NBA ID will link a fan’s experiences across existing products like NBA League Pass and NBA Pick’Em. NBA ID members will access new original content and fan favorites throughout the season from the NBA vault. Additionally, there will be enhanced members-only experiences from NBA partners, ticket promotions, prizes through predictive and sweepstakes-style NBA Pick’Em fantasy games, voting campaigns and other rewards.
The NBA App now includes a sleek new design and a first-of-its-kind “For You” experience, with content recommendations based on fan preferences and personalization powered by Microsoft Azure and Azure AI. Within the app’s “For You” page, fans can tap into a social-like vertical video experience – with vertical scrolling – that features real-time highlights of all NBA games in progress.
The league’s direct-to-consumer subscription offerings – NBA League Pass and NBA TV – will be integrated into the NBA App, allowing fans to watch live games and highlights and check scores, statistics and standings, all in one place. For NBA League Pass subscribers, the live streams will feature higher video quality, lower streaming latency and a seamless user experience for consuming live NBA content.
Chris Benyarko, NBA Executive Vice President, declared: “Launching our new NBA App and digital platform is a major milestone as we continue to build and strengthen our direct-to-consumer offerings. What makes this app unique in the sports world is that it’s both a deeply personalized experience and an all-in-one destination,”
Ken DeGennaro, NBA senior vice president of media operations and technology, mentioned, “We’re focused on creating a differentiated basketball experience. Microsoft offered the Azure platform, the capabilities, and partners with deep expertise to help us put it all together.”
Today, data is the most powerful tool for audience loyalty. The NBA not only mixes in its App what it is as a sports league, but it also shows us what it means as a cultural influence and is another step toward attacking the international market.