With more than 1,000 restaurant locations in North America, the restaurant is seeking to further enhance customers’ experience by introducing a series of sports-based games that can be played via Web site, mobile app or tablets in the restaurant. The games offer incentives for frequent players, such as weekly prizes and season prize packs, in the hopes that users will continue to engage in the Buffalo Wild Wings experience even after dining at the restaurant.

“Guests who download the GameBreak app for Android or iOS will have a single sign-on gaming experience that allows them to play a wide range of fantasy-style and competitive sports games,” said Eric Strey, director of sports programs for Buffalo Wild Wings, Minneapolis. “GameBreak, and the GameBreak app, will also help us personalize our guests’ experience through direct marketing and unlocking in-restaurant recognition, making guests the stars of the restaurants.”

Customer-focused games
GameBreak currently features three launch games. GameBreak Live is played exclusively on tablets in the restaurant and tests restaurant-goers’ sports knowledge with questions on real-time sporting events.

Its other two premiere games, the Pro-Football Salary Cap Challenge and Pro-Football Pick’Em Challenge, are available for Android and iOS devices. The Salary Cap Challenge is a weekly fantasy-football type game that challenges players to formulate a personal roster of eight professional football players to keep track of, with a set virtual budget.

This game ties in with the Pick’Em Challenge, which asks users to correctly predict the winner of each football weekly match-up. This way, customers can interact with the app while watching games in real time and updating their top choices.

GameBreak allows for guests to interact with the app personally or challenge friends to participate in leagues. It also offers users a place to access updated sports content, share information through social media and track their picks’ performances.

Upcoming games focus on College Football Bowl Season and Men’s College Basketball Tournaments. All games will be available on both mobile and online platforms.

“We know that our guests have a strong affinity for sports and competition. Our strategy is to offer games that have a wide range of appeal – from novices to fantasy sports aficionados – all in a consistent and cohesive single sign-on experience,” said Mr. Strey. “Not only does GameBreak extend the Buffalo Wild Wings Ultimate Sports Experience beyond our restaurants, but elements of GameBreak are being designed so that our restaurants are the focal point of the experience and guests can engage with live sporting events vs. passively viewing content.”

Incentives for sports fans
Top scorers of the weekly games have the opportunity to win Buffalo Wild Wings gift cards up to $50 values, which are only part of the thousands of prizes that will be awarded during football season.

Buffalo Wild Wings will also award two top scorers of the weekly games with season-long prize packs with a $2,000 value.

One winner will receive the $10,000 “Ultimate VIP Ticket Experience”, which includes premium seats to every home game of the winner’s choice football team, B-Dubs gift cards, game day memorabilia or an in-stadium experience. The exclusive perks depend on the football team.

Buffalo Wild Wings aims for GameBreak to strengthen customer loyalty and provide personalized interactions with the sports-enhanced environment that the restaurant offers. The mobile platform allows for easy updates and check-ins with the app.

“In total, by providing this authentic, immersive and unique experience, we believe that that guests will stay longer in our restaurants, visit more often and engage with our brand online in ways that they haven’t before,” said Mr. Strey.

Final Take
Alexandra Samuely is an editorial assistant on Mobile Commerce Daily, New York.