NBA Play is the league’s digital hub, and plenty of fans were already visiting it. The NBA wanted more than visits: it wanted fans interacting, spending time, and signing up. One conversion goal sat on top of the rest, new NBA ID registrations.
01
The NBA wanted fans interacting with its digital hub, NBA Play, not just visiting it. One conversion goal sat on top: new NBA ID sign-ups.
That is the heart of boosting traffic and engagement on a platform a rights-holder already owns: give fans a reason to stay, return, and take the step that matters.
02
NBA Blast is a custom match-3 game built into the NBA Play hub. Fans line up jerseys, sneakers and basketballs to clear the board and chase high scores across 40 levels.
Match-3 is a mechanic almost everyone already knows, so every fan can play instantly, from the most casual to the most hardcore.
Gameplay loop: A match-3 game inside NBA Play
03
Gameplay is linked to account creation, so every play feeds the NBA ID funnel.
Where a traditional ad holds attention for about a second and a half, a session here runs into minutes. That is attention the league owns, on a platform it owns.
The screens
NBA Blast, live inside the NBA Play hub.
The result
Thousands of new NBA Play registrations, an activated digital hub and fans who keep coming back to beat their score.
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