The NHL is readying several enhancements to its mobile digital content strategy for the upcoming hockey season following the success of its first season.

The NHL GameCenter application was introduced across a variety of mobile devices for the 2010-2011 season. It has been installed more than two million times worldwide since then.

?We've laid out a path through digital media including broadband, connected devices, and of course tablets and mobile to bring our fans closer to the game, whenever and wherever,? said Christopher Golier, vice president of mobile marketing and strategy at NHL, New York.

?We know that video performs well on mobile devices and we saw strong growth of paid content ?  highlights/live games ?  over the course of last season,? he said.

Video highlights
In addition to mobile,  the NHL?s overall digital content strategy is also doing well.

NHL Game Center LIVE, which offers streaming video of games and on-demand video news on connected devices including mobile and gaming consoles, saw a 31 percent increase in new subscriptions during the 2010-2011 season and an 83 percent increase in renewals.

The company has gained some valuable insight into how hockey fans consume and engage with digital content on mobile from these efforts.

For example, the NHL found that curated highlight packages and short form video work well on mobile.

In addition, mobile usage spikes between 7 pm and 11 pm during game time.

?We found that mobile over indexes on usage during primetime viewing hours in comparison to broadband,? Mr. Golier said. 

?Knowing this, we are able to better program, market and package around those insights to deliver fans a better experience,? he said.

The NHL will take these learnings and introduce a revamped app for next season that enhances the experience around local content.

The sports league will look to expand its mobile strategy in other ways, too.

?Next season's app will be greatly enhanced - fans will be able to select their favorite team for a deeper and richer experience with localized content,? Mr. Golier said.

?In addition, we will be looking to expand our mobile and tablet portfolio into new areas including personalization, training aids, and games, with the goal of launching around start of the season,? he said.

Final Take
Chantal Tode, Assoc. Editor, Mobile Marketer