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TORONTO (Hollywood Reporter) - Aiming to encourage social networking among hockey fans, Canadian cable sports channel Rogers Sportsnet has introduced an interactive gaming platform to its regional National Hockey League telecasts.
Toronto-based Sportsnet said that it has signed a two-year deal with Waterloo, Ontario-based gaming producer LiveHive Systems to introduce "Game in the Game," which enables hockey viewers to interact with a live NHL game onscreen and fellow fans online.
As Sportsnet airs a hockey game, viewers can go to a dedicated site, www.sportsnet.ca/gameinthegame, to make game predictions, vote with others about whether a penalty was warranted and answer trivia. Game in the Game participants can also take part in challenges for prizes.
David Ballingall, vice president marketing and general manager of Sportsnet.ca, said Game in the Game will spawn a social community centered on a live NHL game that can be exploited as an advertising platform.
The interactive Game in the Game platform will be offered on Sportsnet through the 2008-09 and 2009-10 NHL hockey seasons.