Yahoo has reportedly updated its Sports app for iOS7 that offers short clips or GIFs taken from game highlights and allows users to overlay text.
The Yahoo Sports' GIFs, dubbed Loops, can then be shared by a user with their community, with the GIF appearing inside a feed on the main game results page.
Senior product manager for mobile and emerging products, Josh Schwarzapel said that they have taken the mind set of Tumblr and Flickr-like creativity and applied it to sports.
According to The Verge, the Loops are available for professional football, baseball, basketball, and hockey, along with college football and baseball.
The internet giant is using technology from its acquisition of IntoNow to record highlights from nearly every play in televised sports, thereby allowing GIF creators to quickly scan through a game's plays and highlight their favourite moment.
Yahoo said that Loops are the most prominent new feature in the Sports app, which is used by millions of people every day and its redeign for iOS7 users gives it a more flatter and image-rich look.
If users are unable to find Loops on the game results screen from a push notification, they can first select the sport, then the game they're looking for and scroll down to see the GIFs.