So many technologies enter the market that enable a connection between the triangle of sport audience, live event and media consumption. As their are so many technologies available, it is hard to make a choice in what is needed. As such we try to categorize these technologies in four different goals when it comes to creating sport experiences.
Several technologies are used to remediate (available) content across different media reaching different audiences. This includes the inclusion of new channels e.g., Youtube channel summaries and 360 view of matches and audiences. This connects with the trend of audiences to view media content, and as such sport content, in smaller bites and snacks whenever they want. Another remediation takes place during live watching: using new technologies such as 4G/5G on smartphones, viewing of content in VR and AR, using wearables in stadiums and of course on stadium and in stadium screen projections.
” Live sports productions in virtual reality will become “Second Screen 2.0.” — Michael Davies, Senior Vice President Field and Technical Operations, FOX Sports
The second type of technologies is aimed at increasing experiences by means of interaction between audiences and/ or between content and audience. These technologies can be divided in four types: (1) Overlays: The use of social media like Twitter, Periscope, Twitch, Stadium Screens and Projections to connect audiences during the live event; (2) Digital interact: This mainly concerns smartphone conversations between players, fans, audience at h home and in the stadium and friends; (3) Stadium games in which game elements are connected with the live sport (such as the game keep your eye on the ball); and (4) Fan based interventions: in the play or within services during viewing like personalized changing prices of menu’s offered during game play.
” Live sports moves beyond Twitter in a big way, with premium live content showing up across multiple digital platforms.”—Chris Schlosser, Senior Vice President & General Manager, Major League Soccer Digital
The third type of technology is aimed at enlarging sport experience by means of enriching the sport with added information. These enriching overlays are divided in: (1) Data overlays: Real time data display and interaction, combining broadcast media and live stadium data (hard and soft); (2) Personalized experience: location based, media preference based, sport experience based, viewing preference based (e.g., customized instant replays and multi-angle replays), and (4) Game & leisure entertaining experiences: adding story and gamified elements.
“This will be done with a smart combination of virtual reality video and layered graphics, statistics, and social.”— Luis Goicouria, Senior Vice President, Digital Platforms and Media Strategy, PGA TOUR
Maybe the most challenging goal is to change the sport itself using new technologies. The merging of technology within the sport game has already created a new domain, E-sport, that is consumed by a huge number of spectators. Technologies used to transform the sport are among others Virtual Reality: e.g., goal of the day experience, replay the match yourself and new racing or cycling challenges within a fictive environment wearing head mounted devices; Gaming: E-sport matches as well as letting audiences be involved in the sport event rules, challenges and content (viewer participation); Augmented Reality: synchronized holographic images recreating existing live sport events as well as projection of computer generated content within the sport event (e.g., using projections with challenges during climbing wall competitions), New narrative structures: introducing sport as a non-linear experience, from player to characters, and new viewer perspectives.
“Sports to emphatically embrace IoT sensors and technology applications and to redefine an ages-old competition platform that relies almost exclusively on human judges”— Sean Gleason, CEO, Professional Bull Riders
Deciding on one of those four goals beforehand, may help to select the technology you want, or need, to invest in when trying to enlarge sport experiences by connecting live and mediated sport content and audiences.