Like all major professional sports leagues, the National Hockey League is always looking for new and exciting ways to engage their loyal fans and create new ones. Few events in the course of an NHL season afford more opportunity for this than the Stanley Cup Playoffs. The culmination of an 82-game regular season, this post-season tournament reliably provides fans with a thrilling and grueling spectacle as the league’s top 16 teams battle it out for the claim to the Stanley Cup.
In 2017, the NHL, Disney Digital and ETR began a multi-year partnership to reimagine the Stanley Cup Bracket Challenge. Similar in nature to the NCAA’s March Madness bracket format, the Stanley Cup Bracket Challenge allows fans to predict the round-by-round outcome of the NHL playoffs and test their hockey punditry against millions of fellow NHL fans.
The NHL needed their Bracket Challenge experience to be as fast, exciting and engaging as the playoff games themselves, and ETR was happy to help.