Sometimes the more an app can do, the more money it can make: The app for iPhone and iPod touch was named the highest grossing by Apple in its second annual iTunes Rewind for the App Store. At Bat does just about everything. It delivered the first full season of live video for every game and introduced the At The Ballpark mobile in-venue experience. Baseball fans utilized At Bat 2010 to follow MLB games every day from the application’s debut in Spring Training through the final out of the 2010 World Series. During the 2010 MLB Postseason alone, At Bat was accessed 37 million times, a 236% increase over the 2009 Postseason. MLB.com also partnered with Aramark and the Philadelphia Phillies to launch a pilot program in September for mobile food ordering through At Bat 2010.
Subscribers were able to access their MLB.TV subscriptions to watch live home and away broadcast feeds for every out-of-market regular season game with features such as statistical overlays and controls to pause or rewind live action. The app also delivered every radio feed, in-game video highlights and MLB.com Gameday.
This year also marked the debut of At The Ballpark, a mobile in-venue experience within At Bat 2010 for iPhone. By utilizing the Apple device’s core location technology, fans were able to check-in to any of the 30 Major League ballparks and, subsequently, receive access to an array of exclusive features, including social media, interactive venue maps, concession menus, personal profiles and video highlights.