The Magic saw a 120% increase in game day app users for the season, and fan satisfaction scores have increased by 20% regarding the team’s use of in-venue technology. The app drove significant revenue from customer purchases for the 2018-19 season, including thousands of unique experiences and items offered in the Magic Marketplace. Once fans enter the arena, app users receive instant communication including maps, tips on skipping long concession lines and personalized offers for nearby food, beverages and retail. Nearly 20 Apple-designed proximity sensors are located throughout Amway Center, enabling a host of geo-targeted services through the app. Powering the experience is a chain of seamless technology that includes iBeacons. “Our app is a remote control for the arena experience,” says Riola, who worked with VenueNext to develop the latest version of the team’s app – and connect it to the arena. You sit down and order nachos from the app to be brought to your seat, and then redeem a few loyalty points to have the mascot swing by for a selfie with your child. With your Orlando Magic app open, you pay for valet parking and get turn-by-turn directions to your seat. A mile from the arena, your phone buzzes with your seat number, which is based on demand for the game. Fifteen minutes before tipoff, you receive pregame analysis powered by artificial intelligence. Say you’re a season ticket holder driving to a Magic game. “Everyone – I mean everyone – uses SAS,” says Riola about the basketball organization. Today, with its appetite for innovation and a data-driven strategy, the Magic is considered one of the most analytically savvy teams in sports. Riola attributes much of that success to improved pricing, revenue management and overall marketing strategies driven in large part by analytics. Plus, the Magic consistently ranks in the top five in the NBA for single-game tickets sold. Since the 2013-14 season, the Magic’s single game ticket revenue has grown by 91%. Success followed, with ticket revenue jumping 50 percent in the first season. To test variable ticket prices, the team’s front office acquired SAS Data Management and SAS Analytics. Its analytics journey started in 2010 with the opening of its smart arena, Amway Center. “We’re leveraging technology as much as we can to enhance the fan experience and build new and improved products,” says Jay Riola, Senior Vice President of Strategy.Įxcelling with analytics has become a layup for the Magic. Even in the city’s competitive entertainment market, the team is enjoying a seven-figure surge in ticket sales and sponsorships thanks to a new mobile app and a winning analytics strategy. The Orlando Magic is in a league of its own when it comes to using technology to engage fans and drive revenue. For the Orlando Magic, crafting an extraordinary fan experience is a close second. In the NBA, nothing builds fan loyalty like winning. The Orlando Magic uses mobile app data and machine learning to personalize marketing campaigns and analyze game data
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