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.

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

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Fuel Innovation: 7 Unforgettable Team Building Experiences in LA
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In today's competitive business landscape, team building activities have emerged as a crucial tool for fostering a positive work environment, enhancing productivity, and crucially, improving employee retention. Studies have shown that such activities help employees feel valued, with one report indicating that 93% of those who felt appreciated were more motivated at work. Importantly, team building events may improve retention rates, as employees who feel connected to their colleagues and company culture are more likely to stay long-term. With these benefits in mind, let's explore some of the most engaging and effective team building activities available in Los Angeles.

Pickleball

Image Source: Modern Luxury Angelino

Pickleball is a fantastic team bonding activity because of the easy-to-grasp rules and gentle pace make it perfect for everyone, regardless of age or fitness level. The game thrives on communication and teamwork, as players must collaborate and strategize to outplay their opponents, boosting team cohesion. Plus, the lively, fast-paced action sparks friendly competition and laughter, creating a fun and spirited atmosphere that brings everyone closer together. Los Angeles boasts numerous pickleball courts that are easy to rent if you have your own equipment. If you need additional assistance organizing your pickleball outing, there are plenty of full-service companies ready to handle every detail for you.

Resources: Pickle Pop, Corporate Pickle


Escape Room

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Escape rooms are a great way to build camaraderie. They require participants to work together, combining their problem-solving skills and creativity to overcome challenges and puzzles. The immersive and time-sensitive nature of escape rooms fosters collaboration and communication. Additionally, the shared experience of tackling complex tasks and reaching a common goal helps build trust and foster positive emotions among colleagues.

Resources: The Escape Game, 60Out


Day Trip to Catalina Island

Image Source: Love Catalina

Catalina Island is a perfect day trip for a team because it provides a break from the usual work environment, allowing team members to relax and connect in a new setting. Shared experiences during the trip, such as exploring new places and participating in fun activities, help build stronger relationships and foster a sense of camaraderie. There are numerous team-building activities such as an arboreal obstacle course, an island tour, scavenger hunts and more.

Resources: Catalina Island Group Activities


Top Golf

Image Source: Topgolf

Topgolf is an excellent team building event because it provides an inclusive, relaxed atmosphere that accommodates players of all skill levels, fostering personal connections and improving team morale. The unique blend of competition and entertainment creates an ideal setting for building trust, enhancing communication, and revealing hidden skills among team members. Additionally, Topgolf offers structured team building packages with guided activities, discussion prompts, and lessons on culture, change, collaboration, and strategy, making it a versatile and effective platform for strengthening relationships and boosting overall team performance.

Resources: Topgolf El Segundo


SoFi Stadium Tour

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A SoFi Stadium tour offers a unique, behind-the-scenes experience of one of the world's most advanced sports venues, allowing team members to explore exclusive areas like premium suites, team locker rooms, and the player tunnel together. The tour provides a shared, memorable experience that can foster camaraderie and spark conversations among team members, regardless of their interest in sports. Additionally, the stadium's state-of-the-art features and impressive architecture can inspire creativity and innovation, while the group setting encourages interaction and collaboration, making it an engaging and enjoyable activity for teams of various sizes and backgrounds

Resources: SoFi Stadium Group Tours


Corporate Volunteering

Image Source: L.A. Works

Volunteer work serves as an excellent team building activity by uniting employees around a shared, meaningful cause, fostering a sense of purpose and collective accomplishment. It provides opportunities for team members to collaborate in new ways, often revealing hidden strengths and leadership qualities that may not be apparent in the regular work environment. Additionally, engaging in community service can boost morale, enhance the company's reputation, and instill a sense of pride among employees, leading to improved workplace relationships and increased job satisfaction.

Resources: Habitat for Humanity, L.A. Works, VolunteerMatch


Corporate Improv Sessions

Image Source: Improv for the People

A corporate improv class encourages spontaneity, creativity, and quick thinking, skills that are valuable in the workplace. It promotes active listening and collaboration, as participants must work together to create scenes and respond to unexpected situations, fostering better communication and trust among team members. Additionally, the playful and often humorous nature of improv helps break down barriers, reduces stress, and creates a shared positive experience that can improve team morale and cohesion long after the event.

Resources: Improv-LA, Groundlings, Improv for the People

🎬 Paramount and Skydance Are Back On
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Happy Friday Los Angeles! Hope you all had a fantastic Fourth!!

🔦 Spotlight

Paramount and Skydance Media have rekindled talks to merge after negotiations abruptly halted in June. The proposed deal, contingent on approval from Paramount’s board, aims to combine Paramount’s extensive media holdings—including CBS, MTV, and Nickelodeon—with Skydance’s film expertise showcased in hits like "Top Gun: Maverick." This merger signals a potential transformation in the media landscape, positioning the new entity to compete more effectively amid challenges from streaming services and the decline of traditional cable TV.

Led by Shari Redstone, Paramount’s controlling shareholder via National Amusements, the deal represents a pivot towards revitalizing Paramount’s strategic direction amidst financial struggles and shareholder concerns. The involvement of major investors like RedBird Capital Partners and David Ellison underscores the financial backing aimed at stabilizing Paramount’s operations and addressing its $14 billion debt burden. Importantly, the agreement includes provisions to protect National Amusements from potential legal challenges, addressing previous hurdles that stalled earlier negotiations.

The deal also includes a 45-day period for Paramount to explore alternative offers, highlighting continued interest from other potential buyers like Barry Diller’s IAC and media executive Edgar Bronfman Jr. This flurry of activity underscores the significant stakeholders’ interest in Paramount’s future and its potential as a key player in a rapidly evolving media industry.


🤝 Venture Deals

LA Companies

  • Sidecar Health, a startup that offers personalized health insurance plans to businesses that allow members to see any doctor and pay directly at the time of service, raised a $165M Series D led by Koch Disruptive Technologies. - learn more

LA Venture Funds


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