How the Kings plan to engage with fans while being at the wagering forefront
The Kings are always looking for ways to engage with their fans. The organization also wants to be ahead of the game with those experiences.
The NBA team is betting on sports wagering becoming legal in California, so to be ready for that, it recently opened the Sacramento Kings Skyloft Predictive Gaming Lounge.
Run as a pilot program during the Kings’ most recent five home contests, the game allows fans to bet free credits to predict game results and compete to win non-monetary prizes.
“Basketball fans across the country are clamoring for gaming options and we’re thrilled to be the first NBA team to bring this unique experience to Sacramento,” Kings owner and chairman Vivek Ranadive said in a statement. “Predictive gaming ... will only continue to gain popularity in the NBA and beyond.”
The Kings teamed with Swish Analytics, which uses its BetRush software to power the game.
“The Kings, as a forward-looking organization, see sports betting being legalized in California probably in the next two to three years,” Swish Analytics co-founder Bobby Skoff said. “Getting ahead of that and providing a safe, educational, free-to-play experience that mirrors real sports betting is how we brought this to life.”
The lounge is on Golden 1 Center’s suite level. For this rollout, access was limited to suite, loft and balcony box ticket holders as a way to test the technology and fan interest.
“It’s a way of putting training wheels on, both for us and the fans, to see how they interact … so when it is legal, we’re prepared,” said Ryan Montoya, Kings chief technology officer.
Players can wager credits on categories similar to Super Bowl proposition bets. Among the numerous choices are:
▪ A point total for a player and if he’ll go over or under.
▪ A team’s margin of victory.
▪ Combined points in a quarter, half or game.
Prizes included autographed Kings memorabilia and game tickets, including courtside seats. Winners were notified through the email address they used to sign up for the free credits.
“The ability to predict something and win is very compelling to people,” Skoff said.
The Kings have been widely recognized for their fan interaction and enhancing the fan experience, which has led to recognition from the NBA.
Earlier this season, the Kings became the first NBA team to bring free-to-play high-frequency predictive gaming to fans via their mobile app. Through a partnership with MGM Resorts and Xperiel, the Kings upgraded their “Call the Shot” app with new prizes and features.
“This is an expansion of that,” said John Rinehart, Kings president of business operations. “It’s more in-depth. People get a real-life gaming experience with live odds and different types of gaming and predictions.”
Officials didn’t release exact numbers but estimated 90 percent of those who visited the lounge played the game. Skoff said nearly two-thirds were women.
“Some are seasoned at this. They go right up, make a couple of predictions and leave,” Rinehart said. “Others really haven’t seen it before, so they use a lot of the educational tools … and then they spend a little more time here and hang with their friends. Everyone has given us great feedback and had a lot of fun with it.”
The Kings plan to expand the game to other levels of the arena.
“We limited it just to experiment, but we’ve already outgrown this space,” Montoya said.