TV5 engages more PBA viewers with MoneyBall

The Philippines is described as a basketball country with the Philippine Basketball Association (PBA) as the jewel in the crown. So what do you get when you combine the hustle and bustle of the PBA with the Pinoy’s penchant for the mobile phone, which makes us the texting capital of the world? The answer comes in the form of TV5’s interactive app Moneyball, the newest game in town where playing could get you not just exciting goodies but also a chance to win a free trip to Spain to watch the Gilas basketball team in action in this year’s FIBA World Cup. The game is played simultaneously with the PBA half time as it airs on TV5.

TV5 chairman Manny V. Pangilinan (MVP),  who himself is a basketball fan, made these remarks during the recently-concluded Ad Summit in Subic on how Moneyball is changing the way we look at both the mobile phone and TV. “With Moneyball, the game and contest are broadcast over TV5 to an audience that used to be generic, faceless and passive. Moneyball allows viewers to play along, join the raffle and, most importantly, to interact. In fact, Moneyball does not end with interactivity but with actual prizes online. Users introduce themselves to us as individuals — with real names, real data — even their photos. This gives telcos and media — and the advertisers — powerful insights not only on the size of the audience, but on its characteristics. You’d know their gender, age and location, down to their municipalities.”  

MVP emphasized that it is also a boon basketball as a sport since the contest helps the PBA bring in younger viewers and more females. “Moneyball proved stickiness to viewing — rather than switching channels at half time, the audience stays on TV5 to play Moneyball,” he adds.

Vitto Lazatin, Sports5 manager, shares how the game came about. “Coach Chot (Reyes) has always been in search of introducing something new and fresh to the coverage, something that would appeal to a younger audience. Coach Chot then linked up with Telefun, a group with a wealth of experience in interactive game shows, that had an innovative application that could combine a trivia-based game with social media. Sports5 had several brainstorming sessions with them, conducted auditions and had several test-runs before finalizing the current program being enjoyed by PBA viewers.”

The game is played by participants called the Dribblers. It merges basketball and money because of the cash prizes given away, hence the name Money Ball. Then, there is the phrase Dribol Op Da Pipol, a humorous tagline which means “what the people know about the game they are watching and playing.” The response to the game has been phenomenal because it is new, fresh, challenging and fun. More people are downloading the app every day and there is greater participation in more cities around the country. “We’re proud to say that it has become a part of the PBA viewing experience,” Lazatin adds.

DC Dominguez, TV5 New Media’s Digital Marketing Strategy manager, was surprised with Moneyball’s initial success. “We were getting a lot of downloads and the game grew very fast in a short span of time. The total download is now at around 150,000, with over 50,000 active downloads. We’re also getting four out of five stars in user average ratings and we now have more than 3,000 reviews.”

For the basketball and game aficionado, there’s more reason for you to join Moneyball as there is an ongoing loyalty program offered by the app that gives you a chance to go to Spain and watch the Gilas Pilipinas at the Fiba World Cup. “If you log in to the app and you are detected watching the PBA finals or the documentary program Kwentong Gilas, you will earn points and gain raffle entries that can qualify you to win cellphone loads and a chance to win in the grand draw,” Lazatin explains.

Indeed, there are more ways to enjoy a PBA game now in this digital age of mobile phones and online interactivity. With Moneyball, watching PBA gives viewers more involvement and more chances to win amazing prizes. No wonder Moneyball is fast becoming a by-word not just among basketball fans but with a growing number of audiences as well. Now that thousands of Pinoys are enjoying it, wouldn’t you want to play it, too?