We are a group of creative people who help organizations make their ideas beautiful.

St. Louis Blues

Blue Notes Racing

Giving Fans a Chance to Play Together


The STL Blues wanted to offer their sponsors a new opportunity to engage with the crowd. What if they could take advantage of breaks in the action to create a novel, branded, interactive game for every fan, in every seat of the stadium, at the same time?


A ‘90s-inspired video game that thousands of fans played together on the jumbotron from their phone to inspire more interaction with sponsors, digital coupons and branded messages.



user experience


Players Joined
Offer Clicks
On our pilot run of the game, the Blues saw 70% of players click through to the promotional offer after joining the game.

How it happened

There's been a special kind of competitive energy inside the Enterprise Center since the Blues’ 2019 Stanley Cup win. Fans bring an intensity and attentiveness that they aim directly at the puck for a full 60 minutes.

But, there is some downtime between periods. The Blues wanted to fill those breaks in the action with entertainment on the 25-foot jumbotron perched over center ice. They’d been doing this with video for decades, but wanted something fresh. Their priorities were simple: keep the energy up, and focus it on the sponsors, and make it interactive.

Our team stepped in with the technology and creative application needed to pull off an interactive game at the Blues stadium for the first time. The central challenge revolved around ensuring the game and network could receive and process thousands of client requests at once with low latency and high stability—keeping gameplay as close to real-time as possible.

To do this, we created a second screen web application backed by integrated AWS services that hosted, analyzed and processed our input data streams. This allowed us to network device experiences together so users in a crowd could manipulate a central screen.

A cross-section of the 20+ solutions we presented. 

After we established the backing infrastructure, we ideated on compelling game flows and concepts to engage fans in a way that felt entertaining and non-invasive. We landed on a zamboni racing game, which married elements of a water gun horse race you’d see at a carnival, but in the style of the 8-bit video games from the early 90s. 

Here’s how it worked: Fans scanned the QR code that appeared on the jumbotron and their phone became a video game controller. Three zambonis lined up against one another overhead on the big screen. Fans were assigned to one of three teams. When the race started, fans tapped the button on their phone as fast as they could—the more they tapped, the faster their zamboni drove. The members of the winning team won a special offer from the sponsor brand. 

Game play UI designed in an 8-bit style paying homage to the video games of our youth.

An excited team after our initial tests were complete.