largely mobile-driven platforms. These app- driven experiences for audiences – quizzes, extra content, competitions, e-commerce – can create a virtuous circle. Those already watching the main show content can go deeper with the apps, while those attracted by the interactive features may also get more involved in the main show content. Additional interactive experiences are further vehicles for greater data collection, as well as creating longer ongoing relationships with the content or larger brand. TECH FOR AUDIENCE ENGAGEMENT Monterosa is an audience engagement platform that offers tools for creating interactive digital experiences, including gamification, live quizzes, e-commerce and show apps. Their core technology, Monterosa / Interaction Cloud, is the framework behind many interactive apps for
events, shows and sports, particularly in the UK – including Love Island , I’m a Celebrity , EA Sports and Liverpool Football Club. For a digital platform to be successful, an essential feature is the ability to adapt to a sudden flood of users. This is especially true in the live sports world – going from zero to one million users in a minute is not an unusual occurrence. When even such well-backed platforms as Disney+ have had scaling problems at launch, it’s a challenge not to be taken lightly. “If you’re doing any sort of live, events-based engagement, scaling is critical,” says Peter Cassidy, Monterosa’s director of global entertainment. “Playing along with I’m a Celebrity is a massively scaled experience, needing to handle lots of people doing the same thing at the same time.” Prior to coming aboard Monterosa, Cassidy had been general manager of Applicaster, another
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