Kraken fans become part of the show

Lamont Buford and his staff were thrilled two springs ago to see Kraken fans lighting up a darkened Climate Pledge Arena with radio-controlled LED wristbands as the players took the ice for their first-ever home playoff game against the Colorado Avalanche.

But Buford, the team’s vice president of entertainment experience and production, wanted to further engage fans. Now, after more than a year of effort, a new configuration of the Kraken mobile application allows fans’ smartphones to be activated by arena music and be part of a pregame light display.

“We saw more and more of our fans pull out their cell phones during the regular season,” Buford said. “They have to put their flashlights on so they can see because it’s pretty dark in the arena.

“And when we saw that, we knew of a company that was actually doing phone tampering with phone camera lights as long as everyone had scanned the QR code or granted entry.”

This company, Cue, specializes in fan-first technology and helps event attendees become more engaged. Cue worked with Buford and the Kraken’s lead app developer, vice president of digital innovation and fan experience Chris Scarborough, to implement the technology that could sync fans’ smartphones with the arena’s sound system.

The Cue Light Show button will be one of the bigger additions to the Kraken app in the upcoming season. In addition to more detailed player biographies, fans can now also access a new “Hockey Education” section with explanatory articles on the various rules and nuances of the sport.

The Kraken is the only NHL team to have a proprietary mobile app that allows them to customize features to suit their fan base.

Dozens of professional sports teams already use some form of cue engagement. In the Kraken’s case, subsonic waves generated by music played over the arena’s public address system are used to cause smartphones to flash their strobe lights. Additionally, the same lights pulse to the beat of the music being played.

Fans must update their Kraken app online to activate the Cue Light Show feature for Tuesday’s season opener against the St. Louis Blues. This push update should be available this weekend or Monday at the latest.

The update adds a “Cue Light Show” button to the app’s home screen. Pressing this button takes fans to a “sync” screen where their phone connects to the control room where the pregame show itself is running – triggering the lights automatically.

The additional cue lights were intended to create an especially dazzling effect as Kraken players walk out of the locker room and onto the ice. While ESPN will broadcast Tuesday’s opener, most home games will be broadcast on the new, team-owned Kraken Sports Network. This means fans’ smartphones and their flashing, pulsating lights can be given greater prominence in the pregame shows on KONG, King 5 and other affiliated stations.

Buford said another advantage of Cue Lights is their sustainability, as they use existing smartphones rather than the previous wristbands, which had to be remade and recycled in bins once fans leave the arena.

Buford said the cue technology won’t be limited to just lights.

“We’ll have some pictures that pop up on their (phone) screen so they know they’re on the show,” Buford said. “Their flashlights come on and if they want to record that too, they can still record it, post it on their social channels and share it with their friends. You will also be able to take photos.

“So it’s a win-win situation for everyone.”