Postseason tournament prediction bracket. The NBA had been doing playoff brackets for many, many years with great success. However, television broadcasters, sports websites and influencers were creating their own brackets for fans to play along with. And that was taking eyes away from the NBA ecosystem. And the NBA needs attention. Like that’s the thing that keeps them going is they get the fans to enter their universe and stay there for hours. And they have great retention. They come back day after day, week after week, year after year. So the NBA wanted to bring basketball fans back into their own ecosystem to play the bracket. That created brand deals, partnership deals, sponsorship deals. That also increased NBA ID account creation. Essentially, the NBA wanted their fans to stop looking at third parties for their major tentpole activation content. And they had to bring their fans into their own ecosystem. Otherwise, their tentpole events are failing if their fans are going elsewhere for them. So we had to keep the core mechanic of the bracket as simple and familiar as the fans were used to. But we had to bring some extra excitement. We had to make this bracket better than all of the third party brackets out there. We did the obvious UX and UI cleanups and shine and excitement. We made the bracket game far more accessible across a wider range of devices. But then we also added gamification and excitement and updates and live tracking and live stats. We added more features and functionality and excitement without changing the requirement from the user. The user still turned up and just filled in a bracket like normal. We didn’t want to confuse them in any way. But once they had done that, we made sure to surface more interesting information, deliver more dopamine, more wow moments. We made sure that what was a regular bracket to play was far more exciting to follow on afterwards and talk about.