June 25, 2017

VenueNext lands $15 million Series B funding, adds San Jose Sharks as 1st NHL client

Screenshot from new San Jose Sharks app developed by VenueNext. Credit: VenueNext

Screenshot from new San Jose Sharks app developed by VenueNext. Credit: VenueNext

Stadium and venue app developer VenueNext has secured a $15 million Series B round of financing, as well as its first National Hockey League client, the San Jose Sharks.

Both announcements were made by VenueNext Tuesday, just ahead of Wednesday’s season opener for the Sharks at SAP Center in San Jose. The new app is ready for fans to download in time for the Sharks’ game against the Los Angeles Kings. Later this season fans will also be able to connect via the arena’s new Wi-Fi network, which will use Wi-Fi gear from Cisco.

The new round of funding brings VenueNext’s total of announced venture capital to $24 million, following a $9 million round raised last summer. Causeway Media Partners, which led the initial round, is also leading the new round; according to VenueNext some of its first-round investors are also participating in the B round, but the company did not yet name any of them other than Causeway. Twitter, Live Nation and Aruba were among the Series A investors in VenueNext.

Adding hospitality and healthcare to market targets

In the increasingly competitive market for stadium and team application development, VenueNext has had a solid year in breaking away from just being the app provider to the San Francisco 49ers and Levi’s Stadium, its initial offering. So far this year, new VenueNext apps have appeared at Super Bowl 50, Yankee Stadium, Churchill Downs for the Kentucky Derby, and at the Minnesota Vikings’ new home, U.S. Bank Stadium. VenueNext also announced a new app being developed for the Saratoga and Belmont horse-racing tracks, which will be launched next year.

SAP Center, home of the San Jose Sharks. Credit: SanJoseSharks.com.

SAP Center, home of the San Jose Sharks. Credit: SanJoseSharks.com.

While VenueNext still hasn’t come close to publicly announcing the 30 clients CEO John Paul said the company would have by the end of 2015, the list of announced clients now includes the 49ers and Super Bowl 50, the Dallas Cowboys, the Orlando Magic, and now the San Jose Sharks. According to VenueNext, it does have clients signed already in the healthcare and hospitality markets, but cannot name them due to confidentiality agreements. VenueNext said it will announce more customers in the next few months.

Sharks fans get beverage, not food, delivery to seats — for now

One of the signature VenueNext services at Levi’s Stadium, the ability for all fans to use the app to order concessions delivered to their seats, will initially only support in-seat beverage ordering and delivery for Sharks fans, according to VenueNext. That service is similar to how the VenueNext app was used at Super Bowl 50. Other new services now available at SAP Center via the app include digital ticketing, with the ability to view, upgrade or transfer tickets; the ability to view and manage parking passes; mobile ticket access via the VenueNext ticket kiosks; and team content.

According to Sharks chief operating officer John Tortora, the team was first introduced to VenueNext during the NHL Stadium Series game at Levi’s Stadium in February of 2015.

“We were impressed with their execution at that event and have witnessed the business success they have generated at sports venues throughout the country,” said Tortora of VenueNext in an email communiction. “We look to bring that standard to SAP Center.” According to Tortora, wayfinding and virtual reality experiences are among features that will be added to the app in the future.

The Sharks app page also says that during the season the app will add a large list of Sharks-related content, including team and league stats, and it will also add in-game trivia contests. So far in most of its deployments, VenueNext has added and improved features in its apps over time.

On the Wi-Fi side, the venue is now getting its first full-scale Wi-Fi network for fans, a deployment that will include the use of Cisco StadiumVision for digital-display controls. According to the Sharks, the Wi-Fi network is expected to be operational by Dec. 1.

“To complement our new Sharks app and the use of it at SAP Center, we are in the process of deploying Cisco Connected Stadium Wi-Fi, a best-in-class Wi-Fi platform used in sports venues around the world,” Tortora said. “We want our patrons to be able to easily and reliably connect while at SAP Center to allow for the best fan experience when attending Sharks games and other events.”

VenueNext said it now has 90 employees, with offices in Santa Clara, Calif., San Francisco, New York and London. The new funds, the company said, will be used to “continue to innovate on our platform,” and also to help launch the new vertical markets as well as expansion to international clients.

Belmont, Saratoga race tracks to get VenueNext app in 2017

Screenshot of what the Saratoga app might look like. Credit: VenueNext

Screenshot of what the Saratoga app might look like. Credit: VenueNext

Operators of the famed Belmont Park and Saratoga Race Course horse-racing tracks have signed a deal with VenueNext to bring that company’s mobile app platform to both venues in 2017, with features including online betting integrated into the mobile app.

In an announcement Monday, the New York Racing Association (NYRA) said it will use VenueNext’s platform and mobile app to provide a set of features to race-day fans including the ability to store digital tickets, to purchase food, beverage and merchandise and have those items delivered to seats, to have wayfinding maps to help fans find their way around the facilities, and to view live and archived content.

The VenueNext apps will also integrate the functionality of the NYRA Bets system into the app, so that fans can place wagers directly from their mobile devices, according to the companies. The VenueNext app will be available first at Belmont Park in the spring of 2017, followed by a summer rollout at Saratoga, the companies said.

What will be interesting to watch is whether or not either track updates its connectivity ahead of the app deployment; according to the Belmont website, that track does have free fan-facing Wi-Fi, but only in the clubhouse areas with limited access in the grandstands. The Saratoga list of amenities for fans does not include any Wi-Fi information.

“VenueNext has a proven track record for delivering innovative fan experiences to sporting venues across the country and we’re proud to partner with them,” said NYRA President & CEO Chris Kay, in a prepared statement. “This partnership is yet another step in our efforts to continuously improve the guest experience through the use of technology. By leveraging VenueNext at Belmont and Saratoga Race Tracks, integrating our new NYRA Bets wagering platform and our new HD Video mobile app, NYRA will create a new standard for the horseracing industry and provide the New York fan base that is so passionate about Belmont and Saratoga the very best experiences possible.”

VenueNext, the stadium app development company created to build the stadium app platform for the San Francisco’s Levi’s Stadium, now has seven announced customers for its various stadium-app and stadium-app management systems, including the Orlando Magic, the New York Yankees, the Dallas Cowboys, the Minnesota Vikings, and Churchill Downs, home of the Kentucky Derby. VenueNext also provided the stadium app for the recent Super Bowl 50 at Levi’s Stadium.

Cleveland Browns: New YinzCam analytics platform produced $1 million+ in ROI

FirstEnergy Stadium, home of the Cleveland Browns. Credit: Cleveland Browns.

FirstEnergy Stadium, home of the Cleveland Browns. Credit: Cleveland Browns.

In sports it’s one thing to have a great playbook, and quite another thing to have a team that can execute the plays.

You can make a similar comparison to the state of sports business analytics — teams and venues are awash these days in ways to collect digital data on fans. But not many teams have figured out how to act on that information to effectively improve the fan experience, and improve the business bottom line, making many digital-fan engagement efforts seem unfinished.

That quest — to find a return on investment for a team’s digital operations — may get a big push forward this week with the announcement of the YinzCam Business Intelligence Platform, which is designed to bring together all kinds of digital fan data info in a place where teams can see it and act on it in a consolidated, structured fashion. According to early users the platform allows teams or venues to establish a highly personalized connection to the fan — while powering more efficient business processes at the same time.

At the SEAT Conference this week in Las Vegas, YinzCam will announce its new product and present a case study with the NFL’s Cleveland Browns, who have been testing the YinzCam software ahead of its general release. In an interview last week with Mobile Sports Report, the Browns said the YinzCam software did the one thing other existing products and services couldn’t do — help them analyze and act on the data they gathered from various digital fan interactions.

Screenshot of YinzCam Business Intelligence Platform view of fan profile. Credit: YinzCam/Cleveland Browns

Screenshot of YinzCam Business Intelligence Platform view of fan profile. Credit: YinzCam/Cleveland Browns

In one test, the Browns said the YinzCam Business Intelligence Platform allowed the team to save more than a million dollars in season-ticket renewals by being able to more effectively target fans who might be thinking about not renewing, and to connect with them via the fans’ preferred method of communication, trying to convince them to renew. According to YinzCam CEO Priya Narasimhan, the Business Intelligence Platform will be generally available on Monday.

New direction for YinzCam

The Business Intelligence Platform is a significant business shift for YinzCam, which to date has made its name by producing team and stadium apps that focus mainly on content, either for fans at the game or (increasingly) for fans at home who want to stay connected with their teams. With more than 150 mobile apps developed for teams in all the major U.S. professional sports leagues as well as in the NCAA and in international arenas, YinzCam is by far the leader in the market of stadium- and team-specific applications.

While YinzCam’s Narasimhan said the company’s apps have always used data to help bring a better app experience to fans, the new twist in the business platform is that YinzCam can combine its mobile-app fan interaction knowledge with other team data stores — like ticketing and concession purchase information from other potential team partners, like TicketMaster or Legends — to present a single, unified view of a digital fan profile. The platform will also allow teams to construct single campaigns across multiple communication channels — like email , phone outreach and social media — without the sometimes challenging task of sharing or merging contact lists.

Screenshot of YinzCam's Browns app

Screenshot of YinzCam’s Browns app

“By combining YinzCam’s mobile app capabilities with all of our sources of information, this platform offers our team the ability to organize, understand and evaluate data in a manner that addresses our main goal of continually improving our fans’ experience by customizing it for each individual,” said Cleveland Browns executive vice president and chief financial officer Dave Jenkins, in an email conversation. “In addition to understanding our fans better and providing an opportunity to accommodate their personal preferences, the system integrates information clearly across multiple areas so our team can communicate effectively with fans, allowing our staff to work more efficiently and successfully.”

Acting on data

As more teams install wireless networks in their stadiums and increase their digital interaction with fans — via such activities as digital ticketing, concession purchases, content consumption and various fan loyalty programs — the business desire is to use that digital engagement to better serve the fan while also increasing business efficiency and support new channels of revenue. However, as our recent Wi-Fi analytics feature found, even the leaders in digital programs are still at the starting points of using analytics to power such ideas.

According to members of the Cleveland Browns’ business analytics department, the team has been trying to build a data-based approach to fan engagement for the past several years, but didn’t find what they were looking for in the way of a product or service until hearing about YinzCam’s new platform. According to the Browns, the YinzCam business platform is a breakthrough, since it provides the means to not just harvest all kinds of data, but to also bring those numbers together to be acted upon in a simple, unified fashion.

Dave Giller, manager of business analytics for the Browns, said other firms with analytics products and services only seemed to offer products that “gave us the data and a container to put it in. YinzCam was the only one who could show us insights, and that really made all the difference.”

The Browns use many methods of communication to stay in touch with fans, including group selfies. Credit: Cleveland Browns

The Browns use many methods of communication to stay in touch with fans, including group selfies. Credit: Cleveland Browns

Joe Moeller, also a manager of business analytics for the Browns, echoed Giller’s view. “There are lots of ways to get data, put it in a warehouse, and then build a fan profile,” Moeller said. “With YinzCam, we have a solution for that third step — ‘here’s what I do with the data I have.’ That’s huge for us.”

Testing the math

To find out for themselves if the YinzCam platform could help the team in a measurable way, the Browns set up a thorough pilot program around the question of season ticket-holder renewals — a business question at the heart and soul of many teams’ operations. What the Browns wanted to find out was whether or not a system like YinzCam’s could help them improve an important process — being able to identify season ticket holders who might be leaning toward not renewing, and to connect with them to try to keep them in the fold.

According to Giller and Moeller, there were two significant factors in the pilot — first trying to identify which fans might be in danger of not renewing, and second, how to best reach those fans with targeted communications. As a baseline, the Browns established control groups that put some season ticket holders randomly into groups to be contacted either by email, or phone calls, or via social media; then other groups were built using the YinzCam platform to both find ticket holders who might not be interested in renewing, and to find the best ways to reach those ticket holders.

Giller and Moeller said the method of communicating to fans and ticket holders is a primary concern these days, since many people have a preferred method of digital communication, with no single method applicable across demographic spectrums.

“Some people respond better through a particular platform,” Giller said. “We worry about whether people will get freaked out if they get a DM from us on Twitter.”

Screenshot of the YinzCam Business Intelligence Platform dashboard. Credit: YinzCam/Cleveland Browns

Screenshot of the YinzCam Business Intelligence Platform dashboard. Credit: YinzCam/Cleveland Browns

At the risk of oversimplifying the process (interested parties at SEAT can learn more details at a panel describing the Browns’ experiments on Monday at 11:30 a.m. Vegas time), what the Browns found was that using the YinzCam business platform, they were able to increase their success rate of renewals by 16 percent over a non-YinzCam method — a process that gave the Browns more than $1 million in renewal revenues compared to the non-YinzCam method.

“We report up through the CFO, and it’s his responsibility to make sure this [analytics] is a viable business,” Giller said. A million-plus, everyone agreed, was among the best ways to show a digital-program ROI.

Where does it go next?

While ticketing operations are usually the best place to show business improvements, Narasimhan and the Browns are interested in additional steps the business platform can be used for, including managing tasks like content delivery, merchandise and concessions discounts, and additional ticket purchases and upsells.

“There are more questions to be answered, like which content do we produce, and which medium should it be delivered through,” Moeller said. He added that the YinzCam platform will also allow the Browns or other teams to show engagement data to potential sponsors for team apps and other engagement platforms, so they can compare how the team-specific connections stack up against other media and engagement programs.

YinzCam’s Narasimhan said that the business platform could be customized in many ways depending upon a team or venue’s desires for outcomes. From a market perspective, the YinzCam Business Intelligence Platform seems to be a significant shift in direction for the Pittsburgh-based company, one that might help fend off the growing competition from new players like VenueNext, a company whose team- and venue-app strategy is focused on fan services, like ticketing and concessions, over content, with its own analytics platform to help teams better assess the performance of digital operations.

Whether or not teams pick YinzCam or VenueNext or some other competitor to help turn data into profitable actions, the good news for teams and venues is that the biggest player in stadium and team apps is now bringing its playbook to back of the house operations; like in any sport, increased competition can only lead to a better final outcome for all.

Wi-Fi Analytics: Taking the first steps

Wi-Fi antennas at Joe Louis Arena. Credit: Detroit Red Wings (click on any photo for a larger image)

Wi-Fi antennas at Joe Louis Arena. Credit: Detroit Red Wings (click on any photo for a larger image)

Even though the physical construction and deployment of a fan-facing Wi-Fi network seems like the biggest challenge facing a stadium’s information technology team, in reality everyone involved knows it’s just step one.

While turning on a live network is certainly a great accomplishment, once the data starts flowing the inevitable questions follow: Now that we have Wi-Fi, what do we do with it? And how do we find out who’s using it, why they are using it, and how can we use that information it to find out better ways to improve the fan experience while also improving our business?

Those “step two” questions can only be answered by analytics, the gathering of information about Wi-Fi network performance and user activity. And while almost every live network operator almost instantly uses performance numbers to help tune the system, plans to harvest and digest the more personalized information like end-user identification, application use and fan engagement are just getting started, even at the most technically advanced stadiums with Wi-Fi networks in place.

What follows here are some conversations with stadium tech professionals who are already running fan-facing Wi-Fi networks, exploring how they use Wi-Fi metrics and analytics to both enhance the game-day experience for fans while also building a base of information that can be used by both technical staffs and marketing organizations inside the team, school and venue organizations.

Even this small sample seems to suggest that while Wi-Fi networks may be somewhat pervasive in the larger stadiums across the country, the harvesting and processing of data generated by digital fan engagement is just getting started, with plenty of unanswered questions and experiments that have yet to bear significant fruit. Yet everyone we spoke with also had an unshakable confidence that getting metrics and analytics right was the key to wireless success over the long haul, and all are fully engaged in pursuing that goal. It may take longer than physical deployment, but the “step two” of learning from the networks is well underway.

Detroit Red Wings: Pushing past the initial learning curve

Editor’s note: This profile is from our most recent STADIUM TECH REPORT, the Q2 issue which contains a feature story on Wi-Fi analytics, and a sneak peek of the Minnesota Vikings’ new US Bank Stadium. DOWNLOAD YOUR FREE COPY today!

Now that the Wi-Fi network at Joe Louis Arena in Detroit is coming up on its second birthday, Tod Caflisch said network administrators can relax a bit on game nights. Early on, however, he remembers “babysitting” the network during games, watching live performance stats to make sure everything was working correctly.

Watching the live network performance statistics, Caflisch said, “I could tell if there were issues. If throughput looked a little flat, we might have to reboot a switch. It was important, because there was so much at stake.”

As former director of information technology for the NHL’s Detroit Red Wings (he recently left Detroit and is now with the Minnesota Vikings), Caflisch helped drive the deployment of an Extreme Networks Wi-Fi network at the “Joe.” Though Joe Louis Arena is only going to host games a little while longer — a new downtown arena is just around the corner — Caflisch said the team in Detroit is already heading down the learning curve of interpreting analytics, with big goals on the horizon.

Right now, some of the most interesting network statistics have to do with fan Wi-Fi usage, including total tonnage, which Caflisch said hit 14 terabytes of data for the Red Wings’ home games this past season. That number is one and a half times bigger per game than the first year the network was in place, he said.

Big spikes for a score

One of the more interesting results came when Caflisch mapped network data to game action, an exercise that showed that hockey games may have bigger data spikes and troughs than other sports.

“We saw that traffic spikes corresponded with scores, and we also had huge spikes during intermissions,” Caflisch said. “And there were huge craters during the periods of regular action.”

While Caflisch said “it was kind of cool” to watch the network action mapped to the game action, in the future he sees the ability for the Red Wings use such actionable moments to better engage fans.

“There’s got to be some kind of marketing potential” to connect with fans during a network-activity spike, Caflisch said. What that is, is still unknown. But using networks to more closely engage fans is a big part of the Red Wings’ road map, especially as Detroit builds out a “venue environment” around the new arena.

According to Caflisch, the team in Detroit is planning to build out a network surrounding the arena, in parking lots and public spaces, including lots of beacons for proximity engagement. Though DAS and Wi-Fi numbers can show where foot traffic goes in and around stadiums, the next level of analytics Caflisch sees as important is on fan spending behavior, on items like parking, concessions and in restaurants and bars near the arena. Future projects in Detroit, he said, might include beacon-generated discounts, like a free coffee at a nearby Tim Horton’s or a free beer at a nearby bar.

“The kinds of things you want to find out are what kind of money are fans spending, and how often do they buy,” Caflisch said. “Do they stick around after the game? Do they rush in at the start? That’s the kind of stuff you’re looking for.”

Of course to get some of that data Caflisch knows the team needs to convince fans to engage digitally, by downloading a team app and providing some information for identification. So far some efforts in that direction have been helpful in identifying fans not in the team’s ticketing database, especially fans coming across the border from Canada.

In Detroit, Caflisch said, the Wings are “now marketing to those people, trying to get them to more games for the same or less money.”

Baylor University: Enlisting fans to help pinpoint problems

When Baylor University built its new football mecca, McLane Stadium, the stadium technology department was often as nervous as a football team before a big game. Would the new fan-facing Wi-Fi work as planned? Would they be able to solve problems before they became big problems?

Baylor's McLane Stadium. Credit: Paul Kapustka, MSR

Baylor’s McLane Stadium. Credit: Paul Kapustka, MSR

“At the beginning, the questions we asked were along the lines of, ‘can we get through the day,’ ” said Pattie Orr, vice president for information technology and Dean of University Libraries and the public face of the McLane Stadium network. Now that the network team is a couple years into running stadium Wi-Fi, Orr can laugh a bit about the initial fears. But from the beginning, she said, analytics “were a big factor” in making sure the network was running right.

An Extreme Networks deployment, Baylor uses Extreme’s Purview analytics system, which Orr lauds for being “easy to use” and a “great console for real-time information during a game.”

Solving for 2.4 GHz and using fan input

Mostly that means watching the dashboards to see if any APs are causing any errors, something the network stats package can usually show clearly. One of the things the network crew learned quickly during the first season with Wi-Fi was that Baylor fans were using a lot more 2.4 GHz Wi-Fi devices than anyone had thought, meaning that there were more older phones in use that didn’t have the newer 5 GHz Wi-Fi chips.

“The first season we were about 50-50 between 2.4 GHz and 5 GHz, and that surprised us,” said Bob Hartland, director of IT servers and networking services at Baylor. “We had to prioritize for more 2.4 GHz.” This past season, Hartland said, the fan devices skewed closer to 60 percent using 5 GHz bands.

A Baylor "Wi-Fi Coach" helps a fan negotiate the network. Credit: Baylor University

A Baylor “Wi-Fi Coach” helps a fan negotiate the network. Credit: Baylor University

Baylor also added Wi-Fi to its basketball arena this past season, presenting a whole new set of problems, like devices trying to connect to APs across the smaller stadium. Though network analytics were a start, Baylor’s team found out that fan input could also help isolate where problems might be from a physical standpoint. Having a team of “network coaches” on hand also helped pinpoint the problems in a way that might be impossible just working from the network side of things.

This past year, Orr said Baylor added a feature to its stadium app to let fans “send a message to the Wi-Fi coach” with their row number and seat number if they were having a network problem. The coaches (part of most Extreme Wi-Fi deployments) also followed social media like Twitter to see if fans were reporting network problems.

“It’s fantastic to have the live [performance] data from your fans,” Orr said. With fan and network data and area knowledge in hand, the coaches and the network team could more quickly determine if it was a network or device problem, and respond more quickly to the issue. So more data = better solutions, faster.

“If you don’t have good access to analytics you can’t deal with fan [problems] in real time,” Orr said.

VenueNext and the Niners: Finding out who’s in the building

As one of the newer and more technologically advanced venues, Levi’s Stadium often gets noticed for its wireless networks, which set single-day records of 26 terabytes of data for combined DAS and Wi-Fi usage at Super Bowl 50.

A VenueNext beacon enclosure at Levi's Stadium. Credit: VenueNext

A VenueNext beacon enclosure at Levi’s Stadium. Credit: VenueNext

Though wireless performance is important to teams and fans, the information being gathered by the Levi’s Stadium app — built by VenueNext, the company created by the Niners specifically to construct stadium apps — may end up being among the most valuable digital assets, since it helps teams discover exactly who is coming in the building and how they are spending time, attention and dollars.

“We generate data for analytics,” said VenueNext CEO John Paul, talking about the role VenueNext plays as a stadium app partner. One of the more stunning facts revealed after the Niners’ first year at Levi’s Stadium was that via the stadium app, the team was able to increase its marketing database of fan names from 17,000 to 315,000, with even more impressive success in the details.

“We were able to find out things like how many games fans attended, and who they got the tickets from,” said Paul. Such data, he said, helps teams solve the classic problem of “having no idea who’s in the building on any given day.”

Knowing how many hot dogs can be delivered

While VenueNext’s value proposition may be centered on its ability to help teams gather such valuable marketing data, VenueNext itself relies on internal analytics to ensure the services its apps support — like express food ordering and in-seat food delivery — keep working smoothly during games.

After the first season at Levi’s Stadium, Paul said VenueNext learned that it needed to expose some of its data in real-time to fans — “to improve service during the event,” Paul said. One example is that now, if there are too many orders in a certain section, the app can send a message to fans that wait times might be longer than normal. Conversely, if a certain area of the stadium has idle kitchen capacity and runners, a team might send an in-app notification asking if fans want to order something, to create demand.

Over time, Paul said the VenueNext analytics might help teams find out where walk-up concession stands get overloaded by foot traffic, and maybe reconfigure stadium kitchen placements to assist with food delivery options. In the end, he said, it should be seamless to the fans, so that in-seat delivery becomes a regular part of a game-day experience.

“The fans should have no idea where the food comes from,” Paul said.

Cavs, Budweiser and YinzCam bring virtual reality experiment to Cleveland fans

Fan testing the virtual-reality headset at Quicken Loans Arena. All photos: Cleveland Cavaliers

Fan testing the virtual-reality headset at Quicken Loans Arena. All photos: Cleveland Cavaliers

Approximately 750 fans were able to use the Cleveland Cavaliers’ stadium app and some cardboard headsets to get a virtual-reality experience while at Quicken Loans Arena for Wednesday’s playoff game between the Cavs and the Atlanta Hawks, according to the team.

Since we weren’t at the Q we couldn’t see the videos but according to the Cavs there was some VR content available Wednesday night via the YinzCam-developed team app, which if you were lucky to get one of the 750 promotional headsets that were given away, you could insert your phone and have a true, turn-the-head feel to the VR content, according to the team. Other fans could simply view the VR content on their phones, even without the headsets, the Cavs said.

Though there was no live VR content available, the canned-video experiment is just another leading-edge innovation for the Cavs at Quicken Loans Arena, one of the most technology-forward sports arenas around. According to the team it plans to repeat the VR experiment at some future playoff games, with another 1,500 Budweiser-branded headsets to give away.

Screenshot of Cavs app showing VR content tab

Screenshot of Cavs app showing VR content tab

Cleverly, the headset “easily transforms into a handy Budweiser beer holder,” according to a press release.

“We’re always looking for new ways to connect with our fans by leveraging emerging technologies that deliver unique experiences. VR was a logical next step and an area we’re excited to explore,” said Mike Conley, Cavs VP of Digital, in a prepared statement. “The technology has endless opportunity and thanks to our partnership with Budweiser and Yinzcam, we’ve been able to get a head start in the emerging VR space with the new video content available on the Cavs App.”

No word yet on how well the headsets worked (as viewing devices or beer holders) or how many fans viewed the VR content, but it is at the very least a sign that VR may be closer to mainstream than you think, and that for savvy teams it can be an easy way to add a very visible sponsorship. Oh and by the way the Cavs also destroyed the Hawks 123-98, going up 2-0 in their series.

vrc3

Here’s what the VR content looked like (kinda) in a 2D version

Yankee Stadium offers food ordering and delivery via VenueNext app

Home screen for VenueNext app for Yankee Stadium. Photo: Paul Kapustka, MSR

Home screen for VenueNext app for Yankee Stadium. Photo: Paul Kapustka, MSR

Fans in some areas of Yankee Stadium this year can now order food and beverages for in-seat delivery, thanks to a new stadium app developed with technology from VenueNext, the app developer behind the San Francisco 49ers’ Levi’s Stadium app.

Though the app isn’t part of the Major League Baseball official and approved game-day and stadium apps, it does offer most of the bells and whistles VenueNext developed for the Levi’s Stadium app, including digital ticketing, live wayfinding maps and public transit information. According to John Paul, the CEO of VenueNext, the food ordering option is now available to approximately 10,000 seats in the 54,251-seat Yankee Stadium, home of the New York Yankees and also the home to Major League Soccer’s New York City Football Club, which also uses the new app.

The VenueNext app comes courtesy of a deal struck last year between Legends Hospitality and VenueNext, to use VenueNext app technology at Yankee Stadium and at AT&T Stadium, home of the Dallas Cowboys. The Yankee Stadium app from Legends is the third major-league sport to use VenueNext technology to support in-seat food and beverage delivery, following the Niners’ app at Levi’s Stadium and an app for the Orlando Magic at Amway Center that debuted during the present NBA season.

App page showing in-seat food ordering and delivery option

App page showing in-seat food ordering and delivery option

In a phone interview with VenueNext’s Paul, he said that in Orlando the Magic started out with limited in-seat delivery, ramping up to offering it in the full lower bowl of Amway Center by the end of the regular season. According to Paul, the Yankees are using Aruba beacons to facilitate the wayfinding feature of the VenueNext app maps, and are using VenueNext’s Kezar ticket scanners to support digital ticketing. The Yankee Stadium app, however, does not yet support the ability to order food for express pickup at concession stands, Paul said.

No official word on Wi-Fi or MLBAM apps

The emergence of a VenueNext app that delivers capabilities not found in the so-called Official Yankee Stadium App raises some questions about whether or not the Yankees are playing ball with Major League Baseball Advanced Media’s strategy of having one single app for every MLB ballpark. MLB’s Ballpark app, for example, at Yankee Stadium offers “mobile check-in, social media, offers, rewards and exclusive content,” according to MLB. That’s a little bit different than the version of At Bat offered for the San Francisco Giants, which offers mobile ticketing support, seat upgrade options, and mobile food ordering. Other versions of Ballpark, for example for the Chicago Cubs and the Washington Nationals, offer fewer options. But as far as we know, there are no other MLB teams with a companion app like the VenueNext app for Yankee Stadium.

For both the Yankees and the Giants and all other teams, the MLB’s At Bat app offers live MLB content for a fee.

Yankee Stadium stadium map in the app

Yankee Stadium stadium map in the app

There is also no link to the new VenueNext app from the Yankees’ team website, and the VenueNext app does not contain any live content or replay options, features found on both the Niners’ and Magic’s apps from VenueNext. The Yankees have not yet replied to requests for information about the app and whether or not there is any public-facing Wi-Fi yet in Yankee Stadium.

Though MLBAM spent some $300 million last year to bring Wi-Fi and cellular DAS deployments to all MLB stadiums, Yankee Stadium was never confirmed to have had public Wi-Fi installed. Repeated requests to MLBAM asking about the Wi-Fi situation at Yankee Stadium have also not been returned.