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Summary
The Dallas Stars’ Digital and Marketing teams have redefined how fans connect with the franchise online through Satisfi Labs’ AI agent-building platform. What began as a fan-support tool has evolved into a strategic, revenue-driving channel that the teams now treat as a core part of their digital ecosystem. By expanding chat placements, customizing fan journeys, and aligning data tracking with marketing goals, the Stars have turned chat into a channel that informs strategy, proves impact, and drives results. In just one year, the Stars have doubled chat traffic and seen a 10× increase in ticket sales through their AI agent, making it one of the most effective tools in their digital playbook.
Challenge
The Dallas Stars’ digital team is responsible for maintaining every aspect of the organization’s online presence—from the website and app to content management and email campaigns. With such a broad scope, the AI agent initially received limited attention, and keeping it top of mind was challenging. “I knew we weren’t capitalizing on its potential,” explained the Stars’ Digital Manager. Beyond being stretched thin, the marketing team faced a familiar challenge: proving that their digital initiatives directly contributed to revenue. The team needed a way to showcase how fan engagement translated into sales and how chat could become an owned, measurable marketing channel—not just a support feature.
Solution
To position chat as its own channel, the Stars’ Digital and Marketing teams partnered with Satisfi’s high-touch customer engagement team to expand chat visibility, optimize fan journeys, and align analytics with business objectives. The AI agent was rolled out across more web pages—from playoff promotions to the Victory Club Membership—making it a consistent digital touchpoint for every fan. The chat experience on each page was customized with contextual messaging and smart ticketing paths that routed users to the correct ticket provider, whether Ticketmaster or FEVO, eliminating friction and confusion. The teams also integrated live agent escalation during business hours, allowing marketing to capture highly interested fans directly from digital properties. Most importantly, Satisfi’s analytics gave the Stars Digital Team the data they needed to report on success—delivering powerful insights that could be easily shared with leadership and used to guide future strategy.
“Chat has become its own channel for us. It’s where fans engage, where revenue starts, and where our digital and marketing efforts come together.”
Elena Sanchez-Freeman
Digital Manager
Results
By repositioning chat as its own strategic channel, the Dallas Stars have unlocked measurable growth and operational efficiency. Over the past year, AI agent-driven ticket sales increased 10×, and overall chat engagement doubled, creating clear proof that this marketing channel can impact revenue and engagement. The AI agent now serves as a 24/7 digital front door, capturing fan intent, driving conversions, and generating insights that fuel both content and campaign decisions. For the Marketing team, it has become a new, owned performance channel—capable of generating attributable revenue and qualified leads. For the Digital team, it’s a scalable, automated experience that supports fans across all touchpoints without increasing workload. Together, these wins have positioned the AI agent not as a tool, but as a core driver of the Stars’ digital and marketing strategy.
“Being able to show real dollars from the AI agent, it changes the internal conversation. It proves marketing isn’t just driving clicks — it’s driving sales — and unlocks investment in the channel.”
Elena Sanchez-Freeman
Digital Manager