Sportsnet and The National Hockey League (NHL) Voice Trivia Game

Turning fans into superfans for Sportsnet and NHL

The Challenge

Ice Hockey is one of Canada’s most popular sports, and National Hockey League (NHL) fans are an incredibly passionate group. Millions tune in across the country every season to watch the games live and cheer for their teams.

But in 2020, Sportsnet  - one of Canada’s largest TV and radio broadcasters - were facing a cancelled schedule and the long-term prospect of restricted fan numbers at games. Without the buzz of weekly games, they needed a way of delighting and nurturing old fans whilst attracting new ones.

The Insights

  • More than a quarter of Canadians have access to a smart-speaker (Statistica, 2020); offering a new opportunity to bring the world of NHL directly to fans in their own homes
  • Games and Trivia are incredibly popular use cases for voice. 2 in 5 reported playing voice games & trivia at least daily during lockdown (VoxlyInsights)
  • Credibility is important when it comes to trivia: using a recognisable influencer could help increase trust whilst broadening the appeal.
Amazon Skillstore Billboard Promotional Campaign
Amazon Skillstore Billboard Promotional Campaign

The Solution

Sportsnet NHL Trivia: the ultimate weekly trivia challenge for hockey fans of all ages and backgrounds!

Working closely with the team at Sportsnet, we developed a weekly hockey trivia Voice experience to engage new and super fans alike. Each week, host and influencer Jeff Marek (from Hockey Central and the 31 Thoughts Podcast), asks users ten questions designed to test their hockey knowledge. Users can play at 2 difficulty levels - Rookie or All-Star - and brush up on their facts in practice Exhibition mode.  

To keep fans coming back, each week there are new themes and 10 new questions. Plus, we gamified the experience even more with milestone rewards and a virtual trophy cabinet which users fill up the more they play.

Available on Amazon Alexa and Google Assistant the voice-game is optimised for voice-only and screen-based devices. We also developed a bespoke CMS to allow the Sportsnet team to upload weekly questions themselves following launch.  

NHL Sportsnet Trivia Quiz on Google Assistant
Sportsnet NHL Trivia Voice Quiz on Google Assistant

The Results

  • Thousands of users and quizzes completed during soft-launch period
  • Large proportion of users coming back each week for the next set of questions
  • Appealing to both audiences alike with equal split of engagement across Rookie and Pro users

Learn more

The Challenge

Ice Hockey is one of Canada’s most popular sports, and National Hockey League (NHL) fans are an incredibly passionate group. Millions tune in across the country every season to watch the games live and cheer for their teams.

But in 2020, Sportsnet  - one of Canada’s largest TV and radio broadcasters - were facing a cancelled schedule and the long-term prospect of restricted fan numbers at games. Without the buzz of weekly games, they needed a way of delighting and nurturing old fans whilst attracting new ones.

The Insights

  • More than a quarter of Canadians have access to a smart-speaker (Statistica, 2020); offering a new opportunity to bring the world of NHL directly to fans in their own homes
  • Games and Trivia are incredibly popular use cases for voice. 2 in 5 reported playing voice games & trivia at least daily during lockdown (VoxlyInsights)
  • Credibility is important when it comes to trivia: using a recognisable influencer could help increase trust whilst broadening the appeal.
Amazon Skillstore Billboard Promotional Campaign
Amazon Skillstore Billboard Promotional Campaign

The Solution

Sportsnet NHL Trivia: the ultimate weekly trivia challenge for hockey fans of all ages and backgrounds!

Working closely with the team at Sportsnet, we developed a weekly hockey trivia Voice experience to engage new and super fans alike. Each week, host and influencer Jeff Marek (from Hockey Central and the 31 Thoughts Podcast), asks users ten questions designed to test their hockey knowledge. Users can play at 2 difficulty levels - Rookie or All-Star - and brush up on their facts in practice Exhibition mode.  

To keep fans coming back, each week there are new themes and 10 new questions. Plus, we gamified the experience even more with milestone rewards and a virtual trophy cabinet which users fill up the more they play.

Available on Amazon Alexa and Google Assistant the voice-game is optimised for voice-only and screen-based devices. We also developed a bespoke CMS to allow the Sportsnet team to upload weekly questions themselves following launch.  

NHL Sportsnet Trivia Quiz on Google Assistant
Sportsnet NHL Trivia Voice Quiz on Google Assistant

The Results

  • Thousands of users and quizzes completed during soft-launch period
  • Large proportion of users coming back each week for the next set of questions
  • Appealing to both audiences alike with equal split of engagement across Rookie and Pro users

Learn more

Who are Voxly Digital?

Voxly Digital is Europe's leading voice agency. We connect brands & consumers through Conversational AI. Our mission is to help brands formulate a market-winning strategy and develop the world's best conversational experiences. We're experts in strategy, design and development for voice and chat platforms like WhatsApp, Amazon Alexa, Google Assistant, Webchat, and more.

Our clients include dozens of global brands like Unilever, COTY, Diageo, BMW, BBC Match of the Day Magazine, Joe Wicks, Public Health England, Sony Pictures, Rogers Communications / The National Hockey League, and many others.  

Visit us at voxlydigital.com or linkedin.com/company/voxly-digital/

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