NBA launches revamped NBA App
September 27, 2022
By Nik Roseveare
The NBA has announced the launch of the revamped NBA App, the all-in-one destination for NBA fans. With new personalisation features, the NBA App aims to provide wall-to-wall content from every NBA game and feature social-style vertical video, behind-the-scenes access to players and teams, new and existing shows and series, and access to the NBA vault for free. The NBA App – a product of NBA Digital, the league’s joint venture with Turner Sports – is free to download.
Additionally, the NBA has launched NBA ID, the league’s new global membership programme offering fans benefits and rewards from the league, teams and its partners. NBA ID, which is free to join, will link a fan’s experiences across existing products like NBA League Pass and NBA Pick’Em. Throughout the season, NBA ID members will get access to new original content and fan favourites from the NBA vault. Additionally, there will be enhanced members-only experiences from NBA partners, ticket promotions, prizes through predictive and sweepstakes-style NBA Pick’Em fantasy games, voting campaigns and other rewards.
The NBA App is powered by the NBA’s new integrated digital platform, which was built in partnership with Microsoft, the NBA’s official cloud and AI partner. The NBA App now includes a sleek new design and a ‘For You’ experience, with content recommendations based on fan preferences and personalisation powered by Microsoft Azure and Azure AI. Within the app’s ‘For You’ page, fans can tap into a social-like vertical video experience – with vertical scrolling – that features real-time highlights of all NBA games in progress.
The league’s direct-to-consumer subscription offerings – NBA League Pass and NBA TV – will be integrated into the NBA App, giving fans the ability to watch live games and highlights and check scores, statistics and standings, all in one place. For NBA League Pass subscribers, the live streams will feature higher video quality, lower streaming latency and a seamless user experience for consuming live NBA content.
NBA League Pass returns this season with a new bundle and at its lowest pricing ever. For a limited time, the standard package is now available in the UK for £14.99 per month (£99.99 for full season) and the premium package for £19.99 per month (£129.99 for full season). Subscribers will automatically receive the NBA TV direct-to-consumer offering as part of the new bundle.
“Launching our new NBA App and digital platform is a major milestone as we continue to build and strengthen our direct-to-consumer offerings,” commented Chris Benyarko, NBA Executive Vice President, Direct-to-Consumer. “We are thrilled to deliver a reimagined product that will enhance and personalise the way NBA fans engage with the league on a daily basis.”
The NBA has also announced the launch of its all-new Hoop Cities docuseries as part of the new NBA App launch. Available from September 29thm Hoop Cities is an eight-part, in-language docuseries produced by the NBA’s Europe and Middle East team that explores the local culture, history and basketball communities surrounding the game in key European cities.
“The relationship between Europe and basketball goes beyond the countless players from the continent who have made an impact at the highest levels of the game,” added NBA Head of Fan Engagement and Direct-to-Consumer for Europe and the Middle East, George Aivazoglou. “The Hoops Cities series showcases the individuals, communities and stories that have shaped the history of basketball in Europe and fueled fandom for decades. We think that this series – that will premiere on NBA League Pass within the new NBA App – will resonate deeply with our passionate European fans and unite them around their love of the game.”