| | JULY 201919CIOReviewEvery day, fan engagement game producers work to find new ways or the right way to engage and deepen the connection between fans and their team experience. Producers want to entertain, give their team the hometown advantage, leave memorable impressions, add value to sponsors and please ticket holders so they keep coming back game-after-game. The challenge of pleasing "everyone" is constant, always changing and even frustrating at times. Producers are often left saying, "Well, I thought it would work, but they just didn't respond". In my experience, many producers create programming through their own visions, individual/group influence, or best practices, and for the most part, they do a great job entertaining fans in short segments. But is this the right process to create and sustain success? Is this approach maximizing their overall impact in a way that drives fans to engage with the team, its sponsors and other ancillary business units like retail, concessions, etc. where they can influence business growth?Today, with advancements in data collection technologies the immediate opportunity exists for producers to start collecting and using relevant data to develop their entertainment, activations, content and overall programming models. But with all of the available technologies, why isn't this already the norm? One reason, as we know, is that finding out and understanding who is sitting in our seats every game has its own challenges. We wish we knew what kind of music they like, what social channels they're active on, what types of content they consume and how, what other types of entertainment they like, what they like to eat, what price points would encourage them to spend more, and if By Ryan Halkett, Senior Vice President, Sports Experiences, Lagardère SportsDATA DRIVEN FAN ENGAGEMENT GAME PROGRAMMING
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