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

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Here’s Why Streaming Looks More and More Like Cable

Lon Harris
Lon Harris is a contributor to dot.LA. His work has also appeared on ScreenJunkies, RottenTomatoes and Inside Streaming.
Here’s Why Streaming Looks More and More Like Cable
Evan Xie

The original dream of streaming was all of the content you love, easily accessible on your TV or computer at any time, at a reasonable price. Sadly, Hollywood and Silicon Valley have come together over the last decade or so to recognize that this isn’t really economically viable. Instead, the streaming marketplace is slowly transforming into something approximating Cable Television But Online.

It’s very expensive to make the kinds of shows that generate the kind of enthusiasm and excitement from global audiences that drives the growth of streaming platforms. For every international hit like “Squid Game” or “Money Heist,” Netflix produced dozens of other shows whose titles you have definitely forgotten about.

The marketplace for new TV has become so massively competitive, and the streaming landscape so oversaturated, even relatively popular shows with passionate fanbases that generate real enthusiasm and acclaim from critics often struggle to survive. Disney+ canceled Luscasfilm’s “Willow” after just one season this week, despite being based on a hit Ron Howard film and receiving an 83% critics score on Rotten Tomatoes. Amazon dropped the mystery drama “Three Pines” after one season as well this week, which starred Alfred Molina, also received positive reviews, and is based on a popular series of detective novels.

Even the new season of “The Mandalorian” is off to a sluggish start compared to its previous two Disney+ seasons, and Pedro Pascal is basically the most popular person in America right now.

Now that major players like Netflix, Disney+, and WB Discovery’s HBO Max have entered most of the big international markets, and bombarded consumers there with marketing and promotional efforts, onboarding of new subscribers inevitably has slowed. Combine that with inflation and other economic concerns, and you have a recipe for austerity and belt-tightening among the big streamers that’s virtually guaranteed to turn the smorgasbord of Peak TV into a more conservative a la carte offering. Lots of stuff you like, sure, but in smaller portions.

While Netflix once made its famed billion-dollar mega-deals with top-name creators, now it balks when writer/director Nancy Meyers (“It’s Complicated,” “The Holiday”) asks for $150 million to pay her cast of A-list actors. Her latest romantic comedy will likely move over to Warner Bros., which can open the film in theaters and hopefully recoup Scarlett Johansson and Michael Fassbender’s salaries rather than just spending the money and hoping it lingers longer in the public consciousness than “The Gray Man.”

CNET did the math last month and determined that it’s still cheaper to choose a few subscription streaming services like Netflix and Amazon Prime over a conventional cable TV package by an average of about $30 per month (provided you don’t include the cost of internet service itself). But that means picking and choosing your favorite platforms, as once you start adding all the major offerings out there, the prices add up quickly. (And those are just the biggest services from major Hollywood studios and media companies, let alone smaller, more specialized offerings.) Any kind of cable replacement or live TV streaming platform makes the cost essentially comparable to an old-school cable TV package, around $100 a month or more.

So called FAST, or Free Ad-supported Streaming TV services, have become a popular alternative to paid streaming platforms, with Fox’s Tubi making its first-ever appearance on Nielsen’s monthly platform rankings just last month. (It’s now more popular than the first FAST service to appear on the chart, Paramount Global’s Pluto TV.) According to Nielsen, Tubi now accounts for around 1% of all TV viewing in the US, and its model of 24/7 themed channels supported by semi-frequent ad breaks couldn’t resemble cable television anymore if it tried.

Services like Tubi and Pluto stand to benefit significantly from the new streaming paradigm, and not just from fatigued consumers tired of paying for more content. Cast-off shows and films from bigger streamers like HBO Max often find their way to ad-supported platforms, where they can start bringing in revenue for their original studios and producers. The infamous HBO Max shows like “The Nevers” and “Westworld” that WBD controversially pulled from the HBO Max service can now be found on Tubi or The Roku Channel.

HBO Max’s recently-canceled reality dating series “FBoy Island” has also found a new home, but it’s not on any streaming platform. Season 3 will air on TV’s The CW, along with a new spinoff series called (wait for it) “FGirl Island.” So in at least some ways, “30 Rock” was right: technology really IS cyclical.

As TikTok Faces a Ban, Competitors Prepare to Woo Its User Base

Kristin Snyder

Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.

As TikTok Faces a Ban, Competitors Prepare to Woo Its User Base
Evan Xie

This is the web version of dot.LA’s daily newsletter. Sign up to get the latest news on Southern California’s tech, startup and venture capital scene.

Another day, another update in the unending saga that is the potential TikTok ban.

The latest: separate from the various bills proposing a ban, the Biden administration has been in talks with TikTok since September to try and find a solution. Now, having thrown its support behind Senator MarkWarner’s bill, the White House is demanding TikTok’s Chinese parent company, ByteDance, sell its stakes in the company to avoid a ban. This would be a major blow to the business, as TikTok alone is worth between $40 billion and $50 billion—a significant portion of ByteDance’s $220 billion value.

Clearly, TikTok faces an uphill battle as its CEO Shou Zi Chew prepares to testify before the House Energy and Commerce Committee next week. But other social media companies are likely looking forward to seeing their primary competitor go—and are positioning themselves as the best replacement for migrating users.


Last year, The Washington Post reported that Meta paid a consulting firm to plant negative stories about TikTok. Now, Meta is reaping the benefits of TikTok’s downfall, with its shares rising 3% after the White House told TikTok to leave ByteDance. But this initial boost means nothing if the company can’t entice creators and viewers to Instagram and Facebook. And it doesn’t look promising in that regard.

Having waffled between pushing its short-form videos, called Reels, and de-prioritizing them in the algorithm, Instagram announced last week that it would no longer offer monetary bonuses to creators making Reels. This might be because of TikTok’s imminent ban. After all, the program was initially meant to convince TikTok creators to use Instagram—an issue that won’t be as pressing if TikTok users have no choice but to find another platform.


Alternatively, Snap is doing the opposite and luring creators with an ad revenue-sharing program. First launched in 2022, creators are now actively boasting about big earnings from the program, which provides 50% of ad revenue from videos. Snapchat is clearly still trying to win over users with new tech like its OpenAI chatbot, which it launched last month. But it's best bet to woo the TikTok crowd is through its new Sounds features, which suggest audio for different lenses and will match montage videos to a song’s rhythm. Audio clips are crucial to TikTok’s platform, so focusing on integrating songs into content will likely appeal to users looking to recreate that experience.


With its short-form ad revenue-sharing program, YouTube Shorts has already lured over TikTok creators. It's even gotten major stars like Miley Cyrus and Taylor Swift to promote music on Shorts. This is likely where YouTube has the best bet of taking TikTok’s audience. Since TikTok has become deeply intertwined with the music industry, Shorts might be primed to take its spot. And with its new feature that creates compiles all the videos using a specific song, Shorts is likely hoping to capture musicians looking to promote their work.


The most blatant attempt at seducing TikTok users, however, comes from Triller, which launched a portal for people to move their videos from TikTok to its platform. It’s simple, but likely the most effective tactic—and one that other short-form video platforms should try to replicate. With TikTok users worried about losing their backlog of content, this not only lets users archive but also bolsters Triller’s content offerings. The problem, of course, is that Triller isn’t nearly as well known as the other platforms also trying to capture TikTok users. Still, those who are in the know will likely find this option easier than manually re-uploading content to other sites.

It's likely that many of these platforms will see a momentary boost if the TikTok ban goes through. But all of these companies need to ensure that users coming from TikTok actually stay on their platforms. Considering that they have already been upended by one newcomer when TikTok took over, there’s good reason to believe that a new app could come in and swoop up TikTok’s user base. As of right now, it's unclear who will come out on top. But the true loser is the user who has to adhere to the everyday whims of each of these platforms.

We Asked Our Readers How They’re Using AI in a Professional Setting. Here's What They Said

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

We Asked Our Readers How They’re Using AI in a Professional Setting. Here's What They Said
Evan Xie

According to Pew Research data, 27% of Americans interact with AI on a daily basis. With the launch of Open AI’s latest language model GPT-4, we asked our readers how they use AI in a professional capacity. Here’s what they told us:

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