The NBA announced on Sept. 27 the launch of a new version of its global app, an “all-in-one destination” for NBA fans, featuring the league’s betting-focused content NBABetStream.
The new app will provide varied live content from every NBA game, unique behind-the-scenes access to players and teams, new and existing shows and series, and access to the NBA vault for free.
Alongside 24/7 NBA TV, NBA League Pass subscribers will have access to extended options for personalized viewing experiences.
The app is a product of NBA Digital, the league’s joint venture with Turner Sports, and is free to download.
All-in-one destination for NBA fans
NBA’s reimagined app has new features with an increased focus on sports betting content. It’s part of a shift in how US sportsbooks are marketing themselves to fans, focusing less on television commercials and flashy bonuses to focus more on sports content with betting angles worked in.
The league has launched its free-to-join global membership program, NBA ID, which links fans’ experiences across existing products like NBA League Pass and NBA Pick’Em.
The program comes in the form of various benefits and rewards, including ticket promotions, prizes through predictive and sweepstakes-style NBA Pick’Em fantasy games, voting campaigns and other perks. Throughout the season, NBA ID members will get access to new original content and fan favorites from the NBA vault.
NBA League Pass and NBA TV will also be integrated into the app, providing a one-stop destination to watch live games, highlights, as well as to check scores, statistics, and standings. Additionally, NBA League Pass subscribers will be able to enjoy higher video quality, lower streaming latency and a seamless user experience when consuming live content.
Part of the new app’s live content is NBABet Stream, a weekly stream with the latest wagering information during live games. Produced by NBA TV, the stream will feature betting specialist and former All-Big Ten basketball player Tim Doyle with a selection of other contributors.
Powered by Microsoft, NBA’s official cloud and AI partner, the new app will feature a “For You” experience with content recommendations based on fan preferences. The app’s “For You” page allows fans to enjoy a social-like vertical video experience with real-time highlights of all NBA games in progress.
NBA app as a major milestone
Chris Benyarko, NBA executive vice president, Direct-to-Consumer said via press release:
“Launching our new NBA app and digital platform is a major milestone as we continue to build and strengthen our direct-to-consumer offerings. We are thrilled to deliver a reimagined product that will enhance and personalize the way NBA fans engage with the league on a daily basis.”
What else can fans expect from the new app?
Content within the NBA’s new app will also include live programming and social-style categories like:
- Gameday Experience, an all-day long game-day content
- Lifestyle content series
- CrunchTime, a free weekly show produced by NBA TV and hosted by Jared Greenberg
The league’s external content will include “behind-the-scenes storytelling from teams’ social and digital channels.”
Partner content will be produced by popular basketball and sports-highlight creators, including Turner Sports, as well as influencers like Ben Taylor, Jesser, Kris London, Devin Williams and Tristan Jass.
NBA’s partner content will also focus on sports betting from FanDuel, DraftKings, Action Network, Bleacher Report and more.