ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news. adds live video of full-length games to iPhone app, the official Web site of Major League Baseball, has begun streaming full-length live games through its At Bat 2009 application for iPhone and iPod touch.

The addition of live baseball games, which kicked off last week with White Sox-Cubs and Tigers-Cardinals contests, is a signature offering among the new At Bat 2009 features enabled by the new iPhone OS 3.0 update. Up to two live games per day, subject to blackout restrictions, will be featured in the app.

"This fits into our core strategy of bringing live baseball content to fans on any device that has a battery or plug," said Matthew Gould, vice president of corporate communications for, New York. "What's the one thing besides your keys that you never leave your house without? A mobile device of some sort.

"Mobile is an important part of the way people engage with the game and stay connected to it when they aren't at the game or in front of a TV or computer," he said.

"We want to make content engaging and provide a great experience, and MLB usually has 15 live events almost every day, which is a lot of drama."

Soon, is expected to roll out the entire slate of out-of-market games currently offered through its live streaming video product, MLB.TV Premium, as part of At Bat 2009.

Leveraging standards-based http-streaming technology, delivers video with adaptive bitrate and DVR functionalities over either a Wi-Fi connection or the carrier network, providing a portable viewing experience.

The application also offers live audio broadcasts without blackout restrictions, a continuously updated scoreboard, Gameday functionality, real-time video highlights and condensed games, a short-form video recap of the most important hits, pitches and out of every game.

"Fans may see in the scoreboard that the Phillies are up 2-0, and using the app they can check video highlights to see how they scored those runs," Mr. Gould said. "Live games are an opportunity to allow fans to watch live baseball when they're not able to be in front of their TV or online.

"Mobile also offers an opportunity to further engage people and let them connect with the game," he said. "The technology is here now, which is the other huge part of that puzzle." At Bat for the 2009 baseball season, including the entire postseason, is available for a one-time fee of $9.99 from Apple's iTunes App Store.

It remains the top-selling sports application and also ranks among the top 100 overall paid applications more than two months after becoming available. has had a WAP site since 2005, which it claims generates an enormous amount of traffic, and also has a Mobile Premium app for RIM's BlackBerry, which has all the same functionality as the iPhone app other than live video. also offers SMS alerts for each team, including text message with click-to-video functionality.

As of last week,'s At Bat app was installed on approximately 220,000 iPhones.

"Apple did a commercial last year during the postseason to promote our application, and we promote our apps and SMS alerts on our Web site, with email blasts, as well as our whole network," Mr. Gould said.