Bay Area sports fans are a different breed. We’ve got the high-tech sheen of Silicon Valley mixed with the grit of a Raiders fan base that’s still mourning a move to Vegas. It’s a weird, beautiful mess. And if you’re driving through the Caldecott Tunnel or stuck in 101 traffic, there is one frequency that basically dictates the mood of the entire region: 95.7 The Game. It isn't just a radio station. It’s a therapy session for 49ers fans after a tough loss and a celebration hub when Steph Curry hits a dagger from the logo.
Honestly, terrestrial radio was supposed to be dead by now. Spotify and podcasts were supposed to bury it. Yet, KGMZ-FM—the official call sign for 95.7 The Game—is still standing tall in the Audacy portfolio. Why? Because you can't get real-time, visceral reactions to a Brandon Aiyuk contract drama or a Draymond Green suspension from a pre-recorded podcast. You need the chaos of live callers. You need the hosts who aren't afraid to say what the front office doesn't want to hear.
The Shift from KNBR’s Shadow
For decades, KNBR was the "Sports Leader." They had the Giants, they had the history, and they had that old-school, institutional feel. But around 2011, things started to shift. 95.7 The Game entered the fray and decided to be the loud, energetic alternative. They didn't want to be your grandfather's radio station. They wanted to talk about the "We Believe" era and the rise of the Joe Lacob version of the Warriors.
It wasn’t an easy climb.
Changing habits is hard. People have their presets programmed in their cars for years. But 95.7 The Game did something smart: they leaned into the Golden State Warriors. By becoming the flagship station for the Dubs during the most dominant run in NBA history, they secured their spot in the cultural zeitgeist. If you wanted to hear Tim Roye call a Finals game, you tuned to 95.7. It was that simple.
Even though the broadcast rights for certain teams have fluctuated—like the Raiders leaving for Vegas or the back-and-forth nature of various partnerships—the station’s identity remained anchored in being the "fan's voice." They took the "The Game" moniker seriously. It was less about stats and more about the feel of being a fan in the East Bay or the City.
The Personalities That Drive the Dial
Radio is nothing without the voices. You spend more time with these guys than you do with some of your own family members.
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Take Bonta Hill, for example. The guy is Bay Area through and through. When you listen to The Morning Roast, you aren't just getting box scores. You’re getting the perspective of someone who grew up in the culture. Then you’ve got Joe Shasky (The Butcher). The chemistry there works because it feels like two guys arguing at a bar in the Sunset District. It’s authentic. It's raw. Sometimes they're wrong, and that's actually why people like it.
Then there’s the midday and afternoon slots. Mark Willard and Dan Dibley bring a different flavor. Willard has that polished, analytical approach that balances out the more "hot take" energy of other segments. It’s a delicate balance. If a station is all yelling, you turn it off. If it’s all spreadsheets, you fall asleep. 95.7 The Game manages to stay in that sweet spot where you feel informed but also entertained enough to stay in your car for an extra five minutes after you’ve already reached your driveway.
Let's talk about the callers, too. They are the secret sauce.
Whether it's "Mike from San Jose" or "Larry from the 510," the callers on 95.7 provide a window into the collective psyche of the region. When the Niners lost the Super Bowl to the Chiefs (again), the phone lines were a disaster zone of grief and anger. The hosts didn't try to sugarcoat it. They sat in the mud with the fans. That’s what builds loyalty. You don't get that from a national ESPN broadcast.
The Warriors Connection and Beyond
The relationship between 95.7 The Game and the Golden State Warriors is arguably the most important partnership in Bay Area media. When the Warriors moved from Oracle Arena to Chase Center, the station moved with them in spirit and coverage.
Even when the team is struggling or dealing with injuries to aging stars, the discourse on the station remains obsessed with every rotation change Steve Kerr makes. It’s a 24/7 cycle.
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But it’s not just basketball. The station has had to navigate the messy exit of the Oakland Athletics. Watching that franchise deteriorate has been painful for local fans, and 95.7 The Game has often been the place where that pain is voiced. They’ve had to balance being a business partner with being a journalistic outlet that calls out ownership when necessary. It’s a tightrope walk. John Fisher isn’t exactly a popular figure on the airwaves here, and the hosts generally don't hold back.
Why Digital Hasn't Killed the Radio Star
You might think that because we live in the heart of the tech world, nobody uses a literal radio anymore. You’d be wrong. But 95.7 has been smart about evolving. Their presence on the Audacy app, their Twitch streams, and their YouTube clips have kept them relevant for Gen Z and Millennial listeners who don't even own a physical radio.
- Live Streaming: They stream the shows video-style, so you can see the hosts' reactions.
- Podcasting: Every segment is chopped up and uploaded almost instantly.
- Social Media: They are aggressive on X (formerly Twitter) and Instagram, turning a 30-second rant into a viral clip.
This multi-platform approach is why they're still beating the odds. They realized early on that "95.7" is a brand, not just a frequency on the FM dial. If you’re a fan of the San Francisco 49ers, you’re looking for their "49ers post-game show" regardless of whether you're listening on a Bose speaker or a pair of AirPods.
Understanding the Competitive Landscape
It's not all sunshine and rainbows. The competition with KNBR is legendary. It’s the "Coke vs. Pepsi" of Northern California sports media.
KNBR has the 49ers and the Giants rights, which is a massive advantage. Having the actual games is the ultimate trump card. However, 95.7 The Game has positioned itself as the "alternative" for years. They often pick up the younger demographic. They feel a bit more "Internet-savvy."
There was a time when the "Ratings Wars" were all anyone in the industry talked about. While those numbers still matter to advertisers, the impact is now measured in "total reach." How many people saw the clip of Bonta Hill losing his mind over a missed foul call? That has value that a traditional Nielsen rating doesn't fully capture.
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What the Future Holds for 95.7 The Game
The landscape is changing. With the A's moving to Sacramento (and eventually Vegas) and the landscape of regional sports networks (RSNs) in a tailspin, local radio is actually becoming more important. As TV rights become more fragmented and expensive, the "free" nature of radio—or the low barrier of entry for a stream—makes it a staple.
People crave community. In a world where we're all siloed in our own little algorithmic bubbles, there's something communal about thousands of people all listening to the same guy complain about the Giants' lack of power hitting at the same time.
If you want to get the most out of your listening experience, you should definitely check out their specialized podcasts like The Choice. They dive deeper into specific team narratives than the daily shows sometimes can.
Actionable Steps for the Dedicated Listener
If you’re new to the area or just trying to get dialed into the sports scene, here is how you should actually consume 95.7 The Game to stay ahead of the curve:
- Download the Audacy App: Don't rely on your car's antenna if you're going through the tunnels. The digital stream is clearer and allows you to "rewind" live radio if you missed a segment.
- Follow the Producers on Socials: Often, the producers like Kyle Madson or others post the behind-the-scenes context that doesn't make it to the air.
- Check the YouTube Channel for "Instant Reactions": Right after a big game ends, they usually go live. This is often better than the actual post-game press conferences because it’s unfiltered.
- Don't Just Listen to the "Big" Shows: Some of the weekend warriors and late-night hosts have the most freedom to be experimental and funny. Give them a shot.
The Bay Area sports scene is constantly evolving. Teams move, players retire, and stadiums change names. But as long as there are people in San Francisco, Oakland, and San Jose who want to argue about whether the Niners should have run the ball more, 95.7 The Game isn't going anywhere. It is the heartbeat of the fan base, one caller at a time. It’s messy, it’s loud, and it’s exactly what sports radio should be.
If you're looking for the pulse of the city, just turn the dial to the right. You'll know you're there when you hear someone screaming about a blown save. That's home. That's the Bay. That's the Game.