I wanted to share this article done by Merrimack College about sports websites and interactivity. I also wanted to point out, that even though it is not explicitly mentioned in this article, I believe Fantasy Sports provides a large amount of interactivity on these sites as well. This article is very articulate in explaining how not only the general concept of interactivity works, but how a sports website has many forms of interactivity, be it fantasy sports, forums, discussions, videos, galleries, stats, schedules, stories, and many other things. Many such sites have people login to access their fantasy teams or to post comments, so that aides in measuring traffic to the site, or at least specific portions of it.
http://scholarworks.merrimack.edu/cgi/viewcontent.cgi?article=1002&context=spm_facpub
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