The Challenge

• Declining Fan Engagement: MLB faced challenges in attracting younger and diverse audiences while improving fan satisfaction during games.
• Fragmented Digital Ecosystems: Many stadiums lacked unified digital strategies, resulting in inconsistent fan experiences and operational inefficiencies.
• Limited Data Utilization: Insufficient real-time data inhibited the ability to personalize fan interactions, optimize stadium operations, and drive revenue.‍
• Evolving Expectations: Fans increasingly expect seamless, personalized, and interactive digital experiences akin to those they encounter in other industries.

Our Approach

1. Align Strategic Business Goals for Fan Experience:

We engaged over 50 MLB stakeholders—including stadium operators, team executives, and fan engagement leads—through interviews, surveys, and workshops to ensure the Playbook addressed their unique challenges and opportunities.

2. Define Fan Experience Requirements:

Developed proto-personas, user journeys, and use cases to capture the needs of diverse fan types, from first-time visitors to season ticket holders. This provided a foundation for crafting solutions aligned with Samsung’s digital display and VXT platforms.

3. Map Technology to Use Cases:

Outlined baseline technology options (e.g., sensor networks, real-time data analytics, interactive displays) and mapped them to fan engagement scenarios. This included technical requirements to guide the integration of Samsung products like dynamic wayfinding, loyalty apps, and AR activations.

4. Deliver a Scalable Playbook:

Created a modular playbook that Samsung sales teams can use to:

• Influence RFP responses.
• Present a future vision for fan engagement.
• Enable clients to adopt scalable digital strategies in their stadiums.