Tech start-ups are bringing gaming elements to viewers watching sports, changing not only the way we view TV, but also our reason for doing so.

With March Madness set to tip-off this Thursday, tech startups will attempt to capitalize on the growing trend towards people expecting their technology to deliver a customized experience. By personalizing fans’ viewing experiences with gaming elements and alerts based on an infinite number of loyalties, these companies may not only be changing the way we watch sports on TV, but also our reason for doing so.

The startup Thuuz is a computer program intended to tell fans when to start watching March tournament basketball games:

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