Mobile Gaming Platform GreenPark Wants to Revolutionize Fandom for the Gen Z Era

Sam Blake

Sam primarily covers entertainment and media for dot.LA. Previously he was Marjorie Deane Fellow at The Economist, where he wrote for the business and finance sections of the print edition. He has also worked at the XPRIZE Foundation, U.S. Government Accountability Office, KCRW, and MLB Advanced Media (now Disney Streaming Services). He holds an MBA from UCLA Anderson, an MPP from UCLA Luskin and a BA in History from University of Michigan. Email him at samblake@dot.LA and find him on Twitter @hisamblake

Mobile Gaming Platform GreenPark Wants to Revolutionize Fandom for the Gen Z Era

One of the most famed soccer teams in the world, Barcelona Football Club, has described appealing to Gen Z as "the greatest challenge in professional sport."

That's why the Spanish soccer league and home of Barcelona FC, La Liga, has partnered with GreenPark Sports, a mobile gaming platform that has also inked deals with the NBA and League of Legends Championship Series (LCS), a popular esports league.

"We need to reinvent the role of the fan," said GreenPark chief executive Ken Martin, former co-founder and chief content officer of Blitz, a marketing agency. He founded GreenPark in 2018 along with Chad Hurley, co-founder of YouTube, and Nick Swinmurn, founder of Zappos.

Ken Martin GreenPark Sports

GreenPark Sports chief executive Ken Martin

GreenPark has yet to launch, but earlier this month closed a $14 million Series A investment round, following a 2019 seed round of $8.5 million.

The company aims to engage fans of professional sports teams that are struggling to appeal to a generation that has grown up on social media and mobile screens. Just over half of Gen Z'ers consider themselves sports fans, compared to nearly 65% of adults, according to a recent survey from analytics firm Morning Consult.

"With this partnership, we will get close to a gaming community that nowadays is very important not only for the league, but also for our clubs," said Oscar Mayo, head of marketing and international development at La Liga.

The product is a free mobile app that asks players to align with their favorite professional teams. Players compete alongside their fellow fans against other teams' fans in a battle to demonstrate who is the most passionate fanbase.

For example, if the Lakers play the Pistons in two days, Lakers fans and Pistons fans will compete during that timespan in a series of mini-games like trivia, obstacle courses or rhythm-based challenges. For the actual game, they'll make predictions about what will happen, such as which player will grab the most rebounds, or score the game's first bucket.

"Gamers want to be the hero; they want to slay the dragon," Martin continued. "As a fan, you don't necessarily get that. So we said, what if we made the fans compete against each other?"

Built with the Unity gaming engine, players enter a theme park-like world containing different professional league hubs. Martin said GreenPark already has two additional leagues that it will unveil in the coming weeks.

GreenPark Sports

"We believe the majority of fans' main activity is pretty much yelling at the internet," Martin said. He wants to change that to a more active role, á la competing in a video game.

As players compete, they can rack up swag to bedeck their avatar characters.

Will Fans Actually Sign Up for GreenPark?

The GreenPark app has so far only been tested among a cohort of several hundred esports fans. In January 2021 it will open up to a broader, early-access beta period, which currently has about 1,000 fans on the waiting list. That's a far cry from revolutionizing the fandom of an entire generation, but that's where the league partnerships will come in – or so GreenPark and its investors hope.

Courtney Reum, partner at L.A.-based VC firm M13, invested on a personal basis in GreenPark's recent $14 million Series A round. His firm doesn't usually invest in pre-revenue companies, but he said "we wanted to track it" for a potential M13 investment down the line.

Reum's primary concern is whether the league partnerships can help GreenPark lure users onto the platform.

"I view it as a marketplace of sorts. They're building the supply side with the league contracts and now comes the demand generation. So how quickly can we get evangelism is still the biggest question of mine," he said. "I think it's great to get the leagues on board, but now it's like, 'what league can you get to be your go-to workhorse?'"

Reum will be watching to see whether the leagues include GreenPark in their communications, both to fans and to internal stakeholders like players, managers and owners.

Mayo said "La Liga will include some of our stakeholders in this initiative. We believe with this partnership we will get close to a gaming community that nowadays is very important not only for the league, but also for our clubs."

What's In It for the Leagues?

Although GreenPark will be free to play, like most mobile games it plans to earn revenue from a combination of advertising and in-app purchases on cosmetic items to adorn users' avatars. Martin also envisions unique sponsorship opportunities, such as a brand embedding itself as a non-player character and interacting with GreenPark users.

Greenpark Sports

This sort of non-traditional fan engagement embodies what Martin sees as GreenPark's larger value proposition to their league partners: "Leagues are getting a focus in on a younger demographic," he said. "Some leagues are real hungry for something that's going to rekindle or start to de-risk the future."

"I don't think anybody I've talked to about the vision doesn't see that there's potential," said Reum. He particularly likes the founding team, given their experience. He generally likes repeat entrepreneurs, but acknowledged there's always a risk of lower motivation in such cases. But Reum said he doesn't think that will be an issue with this group.

GreenPark currently has 63 employees, with the lion's share in L.A. The team is split about evenly across engineering, creative and business operations.

The company's $14 million Series A was led by Galaxy Interactive. Its $8.5M Seed Round in late 2019 was led by SignalFire with participation from Sapphire Sport and Founders Fund, among others.


Sam Blake primarily covers media and entertainment for dot.LA. Find him on Twitter @hisamblake and email him at samblake@dot.LA

Subscribe to our newsletter to catch every headline.


ADHD and Dyslexia Often Aren't Caught Until It's Too Late. Santa Monica-Based Polygon Wants to Change That.

Keerthi Vedantam

Keerthi Vedantam is a bioscience reporter at dot.LA. She cut her teeth covering everything from cloud computing to 5G in San Francisco and Seattle. Before she covered tech, Keerthi reported on tribal lands and congressional policy in Washington, D.C. Connect with her on Twitter, Clubhouse (@keerthivedantam) or Signal at 408-470-0776.

ADHD and Dyslexia Often Aren't Caught Until It's Too Late. Santa Monica-Based Polygon Wants to Change That.
Courtesy of Polygon

Here’s how Jack Rolo describes his childhood: He was good at chess, and bad at spelling. He was good at math, and bad at reading. Rolo went on to study physics at Durham University in his native England—and despite often struggling in his courses, it wasn’t until after he graduated that he was diagnosed with dyslexia, a common language processing disorder that affects reading.

Rolo’s experiences informed his founding of Polygon, a Santa Monica-based diagnostics startup that emerged from stealth on Friday with $4.2 million in funding, and the goal of better diagnosing dyslexia, ADHD and other learning-related disabilities. The funding includes a $3.6 million seed round led by Spark Capital, as well as $600,000 in pre-seed funding led by Pear VC.

Read more Show less

ZipRecruiter CEO Ian Siegel on How the Job Market Has Shifted

Spencer Rascoff

Spencer Rascoff serves as executive chairman of dot.LA. He is an entrepreneur and company leader who co-founded Zillow, Hotwire, dot.LA, Pacaso and Supernova, and who served as Zillow's CEO for a decade. During Spencer's time as CEO, Zillow won dozens of "best places to work" awards as it grew to over 4,500 employees, $3 billion in revenue, and $10 billion in market capitalization. Prior to Zillow, Spencer co-founded and was VP Corporate Development of Hotwire, which was sold to Expedia for $685 million in 2003. Through his startup studio and venture capital firm, 75 & Sunny, Spencer is an active angel investor in over 100 companies and is incubating several more.

Ian Siegel, ZipRecruiter
Image courtesy of ZipRecruiter

On this episode of Office Hours, host Spencer Rascoff talked with ZipRecruiter CEO and founder Ian Siegel about how he built his company, the lessons he's learned along the way and how he's seen the pandemic drastically reshape the job market—probably for good.

Read more Show less