With revenue generation on mind, Shah Rukh Khan's Kolkata Knight Riders is regularly adding several new features to its official Web site, in an attempt to push advertising revenues as well as offer variety and interactivity to the KKR fans.
The move is also expected to make cricket more fun for the fans with the launch of several 'cricketainment'-related activities for all age groups.
Currently Kolkata Knight Riders online boasts of 37,000 registered users.
Mobshare, a Kerala-based mobile media company and a mobile content sharing Web site from MobMe, is uploading and sharing photographs taken by Shah Rukh Khan during the Indian Premier League matches.
The KKR Web site is also regularly adding jokes and spoofs including sarcastic magazine covers and satirical news articles.
It is also constantly refreshing video clips featuring promos and campaigns of the Kolkata Knight Riders.
The Web site is also regularly adding quirky animated introductions of all the favourite Knight Riders, including Sourav Ganguly, Shoaib Akhtar, Chris Gayle, etc.
Shah Rukh has tied up with Zapak.com, an online gaming portal of Reliance Entertainment, which has created a dedicated cricket zone on the KKR Web site and has already launched five games specially developed for the team's fans. Some of its games feature the popular Ishant Sharma too.
Zapak is in the process of adding more games to the portal. The Web site is also regularly updating Hoog Lee screensavers, posters, and wallpapers.
Hoog Lee is the team's official mascot. The Web site is also offering downloadable content on the Knight Riders.
Last but not the least, KKR Web site has launched a contest section with Contests2win.com (C2W).
Updated daily, this section would test the users' knowledge about the Kolkata Knight Riders, about the players like Chris Gayle, Brendon McCullum, and others.
The Web site even has a KKR Hangman quiz. It also examines the awareness about the team's mascot, Hoog Lee.
Currently, the section features eight quiz contests and there are plans to add five more contests. Users can play and collect points over a period of time. They are also allowed to comment on the contests.