Social TV platform Fanatix has teamed up with ESPNcricinfo to launch a mobile app for cricket lovers. It draws revenue from native advertising placed in social feeds and claims a 10-times higher click-through rate on conventional banners.
The app, 'Fanatix Cricket – Powered by ESPNcricinfo', launches officially today in time for the Ashes series. The app has a dedicated news feed pulled from thousands of blogs and news sites, with information then coupled with information and updates from social networks.
It also includes a chat service which users select to form 'huddles' to engage in private or public discussions as well as share news and content from the feed.
Fanatix chief executive Will Muirhead said: "By combining ESPNcricinfo’s first-class content with the social functionality provided by Fanatix, we're making it easy for fans to stay on top of the imminent Ashes Series.
"Cricket is perfect for a social environment – it lasts for hours, is full of controversial decisions and has a significant global diaspora that can be connected via the Fanatix platform."
Charly Classen, senior director of digital, marketing and commercial at ESPN EMEA, said: "We're excited about this new platform for showcasing our content and passion with fans, and letting them do digitally what they do offline – discuss, debate and share the experience with each other and with us."
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