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Endeavor Streaming to Add AiBUY E-Commerce to UFC Fight Pass, Viewers Can Purchase Items Without Leaving Stream

By

Andrew Cohen

Endeavor Streaming has partnered with live video shopping platform AiBUY to add its e-commerce overlay into Endeavor’s OTT properties, including UFC Fight Pass and New York Fashion Week: The Shows. AiBUY integrates with e-commerce software such as Shopify, Salesforce, Magento to overlay an on-screen shopping cart for viewers to purchase merchandise and other products without leaving their original stream.

UFC Fight Pass will plan to use AiBUY to offer products such as league merchandise, fight tickets, NFTs and other limited-run items that can only be bought through watching the streaming service. AiBUY syncs with a partner’s inventory so its artificial intelligence can recommend products to show on-screen based on supply and real-time action such as displaying an individual player’s jersey when they score a goal during a soccer match. UFC will also be able to customize the products seen by Fight Pass subscribers based on the country they’re located in.

“We keep you what we call inside the content for frictionless purchasing,” says Kyle Nelson, the newly named CEO of AiBuy. “What we’re hearing from Smart TV providers and networks is it’s very expensive to use a QR code, which is basically an ad. [QR codes also] require you to use multiple devices and distract from your attention. We can work with QR codes, it’s not a problem, but why wouldn’t you just want to stay inside the content?”

Nelson originally joined AiBuy as an advisor in 2020 and was previously a CMO and co-founder at MVPIndex, a social media marketing valuation platform for the sports industry. AiBUY announced his appointment to CEO today as well as the hiring of former StreamEngine CRO Jennifer Carper as its new chief operating officer. Endeavor hosted a beta launch with AiBUY during last year’s NYFW: The Shows video stream.

“With some of the pilots, we’re seeing anywhere between 10-20% and even higher unique visitors clicking on the shopping cart and looking through products. And we’re seeing anywhere between 4-5% and higher of those people buying products,” Nelson says. “There’s also tons of data that’s captured for the designer of what products were people looking at? How often did they revisit that product during that live event? I think you’re going to see some very unique engagement, especially from younger audiences.”

AiBuy has 82 patents and its shopping platform is planned to eventually be integrated into Endeavor’s entire streaming ecosystem. Streaming services powered by Endeavor include the WWE Network, NBA League Pass, Professional Triathletes Organization and Tottenham Hostspur’s SpursPlay.

 



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