Bluesky Courts ‘Sports Twitter’ with NBA Playoff Feature: A New Era for Live Events?

Bluesky is making a bold move to capture a piece of the 'Sports Twitter' pie. The decentralized social network is beta-testing a new feature during the NBA playoffs, signaling its ambition to become a go-to platform for real-time sports updates and discussions. But how will Bluesky, without the traditional advertising model, make this strategy work?

During NBA games, a red border with a "live" designation will appear around posts from the NBA's account. Clicking on the NBA's profile picture redirects users to the event they're promoting, even if it means leaving Bluesky. Rose Wang, COO of Bluesky, emphasized, "We aren’t trapping you in Bluesky. We want you to use Bluesky to discover what’s happening."

This stands in stark contrast to Twitter's (now X's) strategy under previous ownership, which involved spending millions on licensing deals to stream live sports within the app. Bluesky, funded by venture capital, isn't directly reliant on advertising revenue. This allows them to prioritize user experience and direct users to external content without a direct financial stake in keeping them on the platform. This approach could prove advantageous, potentially attracting users seeking a less-intrusive experience. Wang has also confirmed that this feature will be tested for WNBA games as well.

The company said, "Bluesky is the place for breaking news and real-time updates," in a recent update. "This tool supports streamers, journalists, and anyone sharing live moments as they happen."

Partnering with the NBA could be a wise move for Bluesky. "Sports Twitter" has long been a valuable space for fans to react to games and share news. Attracting these users would give Bluesky more visibility. NBA fans, in particular, have significantly influenced Twitter's culture over the years, and the company now know as X has inked several high-profile deals with the NBA.

Bluesky's 'Live Now' feature extends beyond sports, with plans to incorporate streamers from Twitch and YouTube. Select accounts can link their profiles, displaying a red indicator and "live" badge when they're actively streaming. This could offer an opportunity for content creators to reach new audiences on a platform that prioritizes user experience over aggressive advertising.

With no advertising, the company will be using the "live" indicators to direct users to off-platform content. The move signals Bluesky's ambition to become a central hub for breaking news, real-time updates, and live event discussions. Can Bluesky successfully carve out its niche in the competitive social media landscape, and will its unique approach appeal to users disillusioned with traditional platforms?

What do you think about Bluesky's strategy? Will it successfully attract sports fans and content creators? Share your thoughts and opinions in the comments below!

• Bluesky
• NBA
• Sports Twitter