Case Study
Fantasy Suite:
Sportsnet
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The Challenge
Sportsnet is Canada’s leading sports broadcaster and the only broadcaster with national NHL TV rights. Their investment in hockey and baseball in particular are substantial and therefore they need properties beyond broadcast that maximize their investment. Over the last 10+ years, Sportsnet has turned to SCAi as their partner to design and administer a highly customized and flexible suite of fantasy sports programs that engages sports fans and generates revenue dollars.

The Sportsnet Fantasy Hockey Pool Presented is just one of a series of sports-themed programs that SCAinteractive operates for Rogers Sportsnet every year. From Baseball to Basketball, Bracket programs to Fantasy sports, Sportsnet and their sponsors are able to engage at a deep and meaningful level with hundreds of thousands of Canadians. In 2019-20, the anchor program of the suite was the Fantasy Hockey Regular Season and Playoffs pools, which were both sponsored by RAM.
The Solution
The fantasy programs are custom designed and developed specifically for Sportsnet and tailored each year to meet sponsor brand and messaging requirements.

For the Fantasy Hockey program, each week of the regular season, and each round of the playoffs, contestants return to the site to make their picks for the upcoming week. Each weekly submission challenges fans to pick a roster of players from across the league, while remaining under a set “salary cap”. A sponsor-themed multiplier (RAM) is also applied to three players selected by the contestant, and those players earn double points.
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Each weekly submission challenges fans to pick a roster of players from across the league, while remaining under a set “salary cap”. A sponsor-themed multiplier (RAM) is also applied to three players selected by the contestant, and those players earn double points.

A leaderboard and real-time stats allow contestants to track their performance, while groups and badges drive deeper social engagement. Content generate by the pool – winners, etc. – are integrated into live broadcast spots during hockey telecasts, providing greater exposure and increasing participation. Additional features were custom designed to amplify the RAM branding and messaging, and increase participation and engagement levels.
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The Results

The Sportsnet Fantasy Hockey Pool presented by RAM was highly engaging and valuable to RAM as a stand-alone property that existed on the web. Exponential value was also generated through the deep integration opportunities it provided to bring RAM’s sponsorship of the program into Sportsnet broadcasts and website content.

The program was recognized with GOLD at the Muse Creative Awards in the Immersive and Experiential category.

Muse Award Gold
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