Blues to launch Blockchain-based Fan Engagement Program

The St. Louis Blues are entering in to a multiyear agreement with Credenza, Inc. to launch a first-of-its-kind integration of Credenza's web3 software and proprietary open source technology into the team's popular app-based fan engagement platform, Bluenatics.

The enhanced program, named Bluenatics Passport, will serve as a universal ID for all fan activities across ticketing, concessions, retail, partner locations and online. By centralizing the data flow throughout the Blues partners' ecosystem through Credenza's web3 software, the Blues will be able to deliver discounts, offers and exclusive experiences in real-time, based on fan habits, purchases and behaviors.

Beginning with the 2023-24 NHL season, passionate Blues fans who opt-in to the program featuring Credenza's proprietary Passport ID technology will be eligible for additional surprise-and-delights such as tickets, merchandise, gift cards, or exclusive experiences. The enhanced Bluenatics experience will take gamification to another level, enabling fans to be rewarded through the actions they already take as die-hard fans of the Blues and the completion of unique activations from team sponsors.

"We are always looking at innovative technology that will help us enhance value and engagement among existing fans while serving to incentivize potential new fans of the St. Louis Blues," Matt Gardner, St. Louis Blues Vice President, Innovation and Digital Strategy. "The opportunity to be first-to-market in the sports industry with this real-time, blockchain-based strategy is exciting because Credenza's platform truly creates endless possibilities for how we can deliver valuable benefits to our fans."

Launched in a beta version in 2019 and officially live during the 2021-22 season, the Bluenatics platform already boasts 127,000 members who have completed more than 200,000 activations on the platform over the last nine months. The Bluenatics Passport will provide those users with an unprecedented direct connection to the team that can be utilized across every fan touch point - online, at Enterprise Center and other team venues or events, and through curated sponsor activations triggered by fan preferences.

"We are excited to partner with the St. Louis Blues to amplify their fans' passions through the use of Credenza software " Pat Coyle, Credenza CRO. "They are maximizing our technology in the way we envisioned, by enhancing the fan experience in real time through the use of our digital applications and smart contracts.

Through Passport, Blues fans will be able to get on the blockchain easily by creating or logging into their Bluenatics profile, gaining access to a personalized blockchain wallet via the app. By creating a centralized ID for Blues fans, the identification and user activities by each Bluenatics Passport owner will be protected through encryption on the blockchain. Most importantly, it enables each fan to earn and claim benefits on premises and online. The Bluenatics Passport has the potential to connect to any website, mobile app or Metaverse environment.

While the initial execution between the Blues and Credenza will focus around the Bluenatics program, Credenza's proprietary web3 software enables seamless integration across the Blues full suite of digital technologies and partners, starting with the Blues App powered by Yinzcam, the Bluenatics platform developed by Tunespeak, and Rank + Rally's STL Authentics merchandise channels, integrated with RetailCloud and Shopify.

The team will specifically work with Credenza to develop valuable fan-facing applications for the Blues App and NHL.com, in-arena at Enterprise Center, on television broadcasts, and potentially a team store in the Metaverse that will enable Blues fans to purchase real merchandise through a virtual reality shopping experience. Long-term goals include deeper integrations with additional backend systems and data feeds including Ticketmaster, Eloqua and the NHL, while also extending the reach of Bluenatics Passport to include Blues partners and support of additional programs and businesses across the St. Louis region.

The Blues and Credenza have begun the process of integrating web3 and blockchain into the Bluenatics program and the team will begin communicating the specific benefits of the program and opt-in process closer to the start of the upcoming season.

About Credenza
Credenza is building the future of digital rights management with blockchain software by providing real time access to users' attributes, actions, and assets. The technology creates a universal ID or single view of the user across domains (digital, device, linear and/or physical) building an integrated ecosystem which helps enhance fan engagement and revenue opportunities. More information available at credenza3.com.