L.A. Live Partners With Event Software Platform LAVA


Real-time data software platform LAVA has announced a partnership with the L.A. Live campus in Downtown Los Angeles that includes Staples Center and Microsoft Theater. The next-generation software platform turns real-time enterprise data into instant business action using LAVA’s Realtime AI to create in-the-moment marketing for consumers.

In addition to partnering with L.A. Live, Tuesday (Oct. 15) marks the formal launch of the platform that was co-founded by Wen Miao and Vivek Ranadivé, chairman, CEO and governor of the Sacramento Kings. The Kings were one of the earliest adopters of LAVA’s technology and served as an innovation laboratory to advance the platform’s capabilities for sports and other industries. 

“With LAVA, we created the Sacramento Kings real time fan engagement platform that enabled us to connect with our fans in ways that were not possible before,” said Sacramento Kings CTO Ryan Montoya in a release. “We now know what our fans like and dislike, and we can surprise and delight them with personalized experiences that create memorable moments they’ll want to share with friends on social media. Ultimately, this heightened experience brings our fans back to the arena.”

LAVA has operated in stealth mode since its founding in 2016 and quietly built up an arsenal of customers that includes the most innovative brands in sports, live events, casino gaming, consumer packaged goods and retail. Additional customers include the Detroit Lions, AEG Presents, Howard Hughes Corporation, The North Face, Hard Rock Hotel & Casino Lake Tahoe, Paragon Gaming, Denver Broncos, Los Angeles Football Club (LAFC), Buffalo Bills and Buffalo Sabres owner Pegula Sports and Entertainment, Las Vegas Ators and Summerlin and Dignity Health Sports Park.

LAVA can collect real-time data from fans at live events allowing venues the ability to create instant and targeted marketing for customers. The personalized experiences generated by LAVA are proving impactful — with conversion rates as high as 55% on promotions enabled by the platform, compared with an average conversion of 1% for email communications sent before or after an event.

Instead of relying on complex user journeys, LAVA focuses on creating memorable customer moments that matter. With LAVA’s platform, marketers can activate these moments in mere minutes. To ensure frictionless fan experiences, LAVA works strategically with Apple and Google to express experiences through contactless and digital wallet passes that can be redeemed at any merchandise, concessions or partner point-of-sale systems.

“Connected devices produce incredible volumes of fast-moving data particles — small, fleeting pieces of data. These particles are everywhere and encapsulate profound customer insights, but its value expires quickly. Until now, there’s never been a way to intelligently act on this data in the moment of the customer’s experience,” said Miao in a release. “LAVA is the first platform to instantly capture this data, make sense of it, and create actions that successfully surprise and delight customers — whether they’re in the retail store or shopping online; at a game or a music festival; or vacationing at a casino resort or a theme park. As a result, we are seeing significant interest from companies across all industries, all competing to provide extraordinary customer experiences.”

L.A. Live Partners With Event Software Platform LAVA