The excitement of sports fandom comes in many forms - sharing moments with friends, sh*t-talking them, wearing your team's colors and sharing in the feeling of victory. For StarX to be relevant it had to tap into all of these feelings while not trying to replace the current experiences - ESPN, The Athletic, Twitter, Instagram and Fanatics are not competitors but relevant engagement vectors that already exist. That starts with the StarX app being aware of the fan's favorites and prioritizing relevant rewards and content.