Rogers is continuing to innovate as it begins the second half of its 12-year $5.2-billion rights contract with the National Hockey League. Today, it announced a new premium service for Rogers Ignite and Rogers Wireless customers called NHL GameVote™, which gives them unique new ways to influence gameplay.

GameVote™ will allow members to vote on things like which players will engage in the next on-ice fight, which way a video review gets decided, which players are made a healthy scratch and what line combinations to use.

“Hockey fans love to debate how coaches should manage their games and how referees call them, so we’re thrilled to put them in the driver’s seat with this new functionality,” said Rogers spokesperson Devario Ebrill. “If they don’t like a call, now they’ll have no one to blame but themselves.”

In order to not delay gameplay, GameVote™ subscribers will be given a game feed three minutes ahead of its TV broadcast, which Rogers is marketing as an additional perk. And though these decisions will be entirely up to fan voting for now, the NHL has given itself the power to override the vote if it feels it goes against the spirit of the game.

So far, Rogers NHL GameVote™ is only available to Rogers customers, but Ebrill said they are looking at making it a premium feature on Sportsnet NOW+.