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How X Games built a measurable, high value fan database
X Games partnered with SMT to turn two major events into a connected fan ecosystem that captured real behavior across onsite and at-home audiences. Fans engaged through a unified mobile wallet that tied challenges, content, and rewards together, generating verified emails, high-intent signals, and repeatable partner value.
The Mission
X Games wanted to build an owned audience that went deeper than ticketing databases. They needed a way to identify fans, understand what they cared about, capture on-site behavior, and create digital touchpoints partners could use. The objective was to establish a fan engagement platform that worked for both in-venue crowds and remote viewers, while generating email acquisition, zero-party data, and repeatable partner value.
The Experience
X Games Ventura - California
The Ventura experience introduced a new fan layer on top of the live event. Fans entered through a mobile wallet that became their hub for everything happening at X Games: personalised digital membership, exclusive behind-the-scenes content, rewardable challenges and real-time surprises dropped across the venue. As fans completed gamified challenges, they earned points that could be redeemed for exlusive merch, pass and ticket upgrades. The wallet also served as a navigation tool, helping fans find key moments, locations and experiences.
X Games Aspen - Colorado
Fans at home and on-site stepped into a connected challenge system that tied the competition directly to digital participation. The fantasy-style voting mechanic turned medal outcomes into fan rewards, while surveys and interactive challenges revealed what fans wanted more of in future events. QR codes placed across the venue unlocked instant-win rewards and redemptions, creating a real-time loop between digital actions and physical perks.
Aspen also brought partners into the experience. They embedded challenges, videos and follow-based tasks that drove traffic to their tents and generated measurable engagement signals. Fans continued to redeem points for merch, entries, upgrades and on-site incentives, proving the value of a consistent reward economy across distinct events.
Together, Ventura and Aspen showed how X Games could link live event audiences with an addressable digital ecosystem that brings fans back and gives partners structured, repeatable ways to drive impact.
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The Results
Across Ventura and Aspen, X Games built a measurable, high-intent fan ecosystem:
- 5k verified emails collected
- 1m 36s average dwell time
Together, these results formed a data-rich fan base X Games can segment, activate and re-engage across future seasons.
Filson (Kraken partnership)
Filson turned their Seattle Kraken partnership into an interactive, in-arena fan experience, blending AR puck pickups, instant wins, and brand discovery to drive thousands of emails and real foot traffic into their flagship store.
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