X Games Engages Gen Z and Gen Alpha with a Fresh and Innovative Social Media Strategy

X Games wants to engage with new fans, especially Gen Z and Gen Alpha, by utilizing social media.

With the Winter X Games held in Aspen, Colorado, the league spearheaded the strategy. The event showcased a variety of snow sports such as skiing and snowboarding. X Games’s social media strategy aims to broaden the range of stories told by its fans, creators, and the league itself.

A number of creators were involved, including endemic ones like the Sickos Group, known for their deep involvement with sports and close relationship with X Games athletes. The creators provided first-hand insight into training and course testing, as well as their experiences as X Game athletes.

Additionally, X Games partnered with individuals like Duke Dennis, who brought a fresh viewpoint as someone unfamiliar with snowboarding or X Games events. Through these collaborations, X Games aimed to showcase that the event is inclusive and accessible to people of all backgrounds.

According to Devin Dismang, X Games’ Director of Digital and Social, the X Games have built a loyal following in these niche industries over the past two decades, but it has been challenging to expand this presence on digital platforms. To attract a larger audience, new creators, whether they are Twitch streamers, TikTok users, or Instagram influencers, want to share the unique experiences offered by X Games.

“How do we connect with the younger fans in ways that the X Games have never done so to bring those creators who are doing that and give me the opportunity to showcase it through their lens, through their voices, through their cameras, to say, ‘hey, this is a better way to understand it,’” he said. “We don’t want [us] to be the only people talking about X Games. We want the world to talk about X Games through these creators and our platforms.”

Dismang said X Games’ approach aimed to provide a first-person perspective of the X Games experience and promote inclusivity. By showcasing diverse perspectives, including those of people of color and families, the X Games aimed to emphasize that the event is for everyone, challenging the predominantly white narrative previously associated with it. This is similar to what NFL did over a year ago when it revamped its youth-focused strategy for its content.

The X Games team actively integrated their athletes, highlighting their accessibility, a notable contrast to traditional sports. Athletes often mingled with fans on the slopes, even riding the ski lift together, providing creators with opportunities for relaxed interactions, fostering a fun atmosphere.

X Games aims to replicate the successful strategy implemented in Aspen for its upcoming California event. Dismang expects to encounter fewer logistical challenges than Aspen as they aim to expand their efforts in identifying creators who can successfully engage with different audiences and demographics. The primary objective is to exhibit its athletes and the complete X Games experience.

“There’s a lot of creators out in the Southern California area and we want to make sure we’re bringing out the correct ones. We want to make sure we’re bringing out folks who are going to not only talk about the actual sports and highlight the expertise of people somewhere in winter and showcase it from fresh eyes,” said Dismang.

X Games’ Approach to Filming and Diversifying Content

In order to maintain consistency across all channels, X Games creates content tailored to each platform’s unique voice. To ensure seamless coordination with both internal and external partners, X Games invests in its content division with a dedicated focus on real-time delivery. Captions are refined and adjusted to fit the platform’s tone.

To capture the most compelling angles and perspectives, X Games sometimes collaborates with athlete videographers and freelance professionals who offer diverse viewpoints. This approach maximizes visibility and ensures that the content shines on various platforms.

Furthermore, X Games prioritizes timely content distribution, aiming to inform and engage audiences as events unfold. They promptly share content with athletes, allowing them to celebrate their achievements in real time. This swift distribution ensures that content remains relevant and contributes to the ongoing news cycle.

“Our biggest challenge was and our biggest push was to build that suspense, build that drama, build that emotion for every event that we do, because that is what’s going to keep people in the seat,” said Dismang.

Dismang said X Games is evaluating X’s smart TV video platform (formerly Twitter), for potential programming opportunities, recognizing that a minority of its older audience still utilizes that platform along with the other meta platforms. While no decisions have been made yet, X Games is exploring the possibilities of leveraging Twitter’s platform for streaming and broadcasting, inspired by recent partnerships such as the one between Twitter and WWE with the WWE Speed concept. Discussions are ongoing to determine the best approach for expanding X Games’ presence on various digital platforms.

X Games Is Evolving It’s TikTok Strategy

The X Games’ TikTok strategy has evolved significantly over time. Initially, the focus was primarily on action highlights, catering to the core audience’s desire for thrilling stunts, impressive tricks, and intense competition. Dismang realized that as TikTok became more popular on social media, the approach needed to change to one that encouraged a diverse range of content

This involved embracing a “helmet off” concept, allowing viewers to learn more about the athletes behind the scenes and showcasing more fan-generated content, including user-generated and athlete-generated clips. This shift was prompted by a pivotal moment involving a young girl named Bella, who was learning to ski with her mother. The heartwarming and relatable nature of this content resonated with audiences as it has over 20 millions views since it was published.

Furthermore, the X Games are interested in engaging Gen Z and Gen Alpha fans, as evidenced by the “Grind and Unwind” Twitch program. In a format similar to a podcast, the show features interviews with X Games athletes conducted by skateboarding personality Gary Rogers.

Athletes delve into diverse topics such as their careers, personal interests, entrepreneurial endeavors, and even casual conversations like gaming during interviews. X Games leverages short, engaging videos on TikTok to promote the Twitch series, providing followers with insights into their beloved athletes and enhancing the bond between the brand and its audience.