The teams may still be in spring training but MLBAM is in playoff form. Over the next few days, the interactive arm of MLB plans a spate of announcements that will make major league baseball one of the top mobile content providers — if not the very top. Most of the details are being held close to the vest but … among the announcements:– a deal for delivery of full-action live video of every MLB game starting later this season. The launch is on hold until geo-location services are in place that will allow MLB to implement blackouts where games are broadcast on local television. That announcement is slated for Monday.– full season delivery of home and away audio for every game.– an exclusive deal for a”twitch” or full-simulation game. Only one such game will be licensed and only one Home Run Derby game, both to the same as-yet-unannounced developer; they will be the only games with MLB marks, imagery from MLB ballparks, etc. MLBAM’s goal: to clean up the baseball “deck” — the number of mobile games offered by carriers — and to turn “baseball” into “MLB.”– an internet-based effort to sell mobile services with an MLB mobile storefront and one for each team. The idea is to use some of MLB.com’s traffic to give carriers an incentive to focus on MLB-licensed games to the exclusion of non-MLB games. Downloads will be available for purchase by premium SMS.One example of how powerful MLB marks can be as a retail force: last season consumers purchased more than one million team logos for use on cell phones at prices ranging from $.99-$1.99.
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