Formerly known as ipowow (good brand shift there), Sparx is a software-as-a-service platform that helps TV producers directly transmit viewer interactions on their phones to the content on their TV screen. As Al Thorgeirson, Sparx CEO explained , “Simply put, we are a data feed [HTML] that can be integrated into any media platform, transforming raw data into visuals on a TV screen.” And Sparx isn’t looking to become its own consumer destination, but rather functions as a “white label” service for its clients which include sports teams such as the Jacksonville Jaguars, the Orlando Magic, and the Washington Wizards and programming networks like ESPN, NBC Sports, ABC and Univision. Sparx has worked on brand integrations with a host of global marketers such as Coca-Cola, Visa, KFC and Honda.
What does Sparx’s work look like to the consumer? Many have already seen it without knowing it. One of the most exciting areas for their integrations is in “predictive gaming.” During a Washington (formerly) Redskins game, viewers on NBC Sports Washington have used the network’s app on their phone, or gone to the network’s website, to choose from a group of options about how various outcomes of the game might turn out. And live on TV, viewers can see in real time how the votes are coming in and how they compare to other viewers.