Power play: Tapping the passion of gamers and sports fans to engage new audiences
In an era of rapid technological advancements and changing consumer behaviors, the worlds of sports and gaming are colliding in fascinating new ways. How can game and sports industry leaders can bridge the divide between the two markets, attract new audiences and find innovative ways to cater to today’s dynamic consumer landscape?
During the panel “Crossing the divide: Bridging sports fans to games,” at GamesBeat Next 2023, Nicholas Longano, CEO of Scuti asked his panel guests, “Why sports? Why games? Why now?”
“We’re all looking for new customers,” said Mario Alioto, executive vice president of business operations, San Francisco Giants. “We’re trying to create new customers and new types of fans. I don’t think anyone has cracked the code on the ‘young fan of today.’ Kids now consume everything through their phones. We in the sports business have to attract them differently. We were saying earlier that the idea of sitting passively and watching a game for nine innings, those days are gone.”
Sports used to be much more passive, but sports betting, and the engagement of the younger user has changed the vibe – it’s become much closer to the behavior of video game fans, who are actively engaged in the titles they play, and often deeply competitive. You have to meet them where they are, he added. Not a new idea, but an effective one all the same.
“We thought, if we’re going to try to sell a baseball game to someone, let’s not sell them through the baseball passion that they have, let’s sell them through other passions that they have,” he said.
Their Grateful Dead night offered fans a special ticket price and a gift, to incentivize fans to come and experience a game, and they’ve continued that tactic to draw more new attendees and
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