What happened: The St. Louis Blues launched an in-game prediction contest, asking fans to choose whether St. Louis or San Jose would score first in the third period. The Pick'Em format required selections through the Bluenatics platform or the team's mobile app.

Why it matters: The initiative aims to drive user traffic to the organization's digital properties during the intermission. Participants needed to lock in their choices before the puck dropped for the final frame.

What to watch: The franchise will continue integrating digital contests into its game broadcasts.