# Feature

> Feature (The Feature, Inc.) is an entertainment technology company in Los Angeles, founded in 2021 by Steven Ilous. It makes Smart Content: media that recognizes genuine engagement and rewards it in real time.

Official website of Feature. Next Generation Storytelling.®

## Smart Content
Media that rewards engagement in real time.
- Capture: attention happens naturally. Moments are captured as people watch, listen, and participate without asking them to do anything differently.
- Understand: engagement gains meaning. Signals are interpreted in context, turning interaction into insight.
- Reward: value is returned seamlessly. When moments matter, experiences unlock access, recognition, or ownership without breaking immersion.
- Evolve: stories evolve with the audience. Content adapts over time, shaped by how people engage, return, and move through the experience.

## Where it works
- In the world (digital out-of-home): your moment takes the stage.
- Streaming (adaptive narrative): stories that react.
- Live events (real-time capture): the crowd makes the moment.
- Everywhere (multi-platform): one moment continues across screens, formats, and time.

## Case studies
- [Netflix × Feature: Love, Death & Robots Season 3](https://www.feature.io/case/netflix): For Love, Death & Robots Season 3, Feature connected Times Square billboards to Smart Content inside Netflix in the U.S.: one journey, offline to on-platform.
- [Lollipop Racing × Feature: an interactive motorsport franchise](https://www.feature.io/case/lollipop): Lollipop Racing is a motorsport franchise built with Smart Content: an interactive series presented by Mobil 1 with Porsche, executive produced by David Ayer.
- [SI Tickets × Feature: Smart Content at live events](https://www.feature.io/case/sports-illustrated): With Sports Illustrated Tickets, Feature turned New York Red Bulls matches into an interactive surface: signage that triggers Smart Content moments on mobile.
- [Huxley × Feature: Smart Content for digital publishing](https://www.feature.io/case/huxley): Huxley launched globally with Feature as its engagement layer, connecting digital storytelling to physical commerce and community.

## Trusted by
Netflix, Mobil 1, Porsche, Sports Illustrated, New York Red Bulls, Tottenham Stadium.

## Venture backed by
Blizzard, Ava Labs, Taisu, Acme Innovation, Sterling, 2 Punks.

## Company
- Legal name: The Feature, Inc. (Delaware), doing business as Feature
- Founded: 2021, Los Angeles
- Founder and CEO: Steven Ilous (https://stevenilous.me/)
- Smart Content patents pending in the United States, Europe and Singapore (WO 2024/233322)
- Represented by WME
- Wikidata: https://www.wikidata.org/wiki/Q140421238

## Contact
- hello [at] feature.io
- X: https://x.com/featureio
- Instagram: https://www.instagram.com/thefeature.io/

## Pages
- [Home](https://www.feature.io/)
- [Netflix case study](https://www.feature.io/case/netflix)
- [Lollipop Racing case study](https://www.feature.io/case/lollipop)
- [SI Tickets case study](https://www.feature.io/case/sports-illustrated)
- [Huxley case study](https://www.feature.io/case/huxley)
- [Privacy Policy](https://www.feature.io/privacy-policy)
- [Terms of Use](https://www.feature.io/terms-of-use)