New ways to feel part of the game from Home

As live sports use more and more sensors and tracking systems that deliver data on every aspect of the game, we can now use this data in real-time to create live 3d alternative broadcasts that can either give fans an eagle eye view of the strategic play, an in person experience of seeing the action from within the pitch, to even a ‘god mode’ type experience where they can start to modify many different aspects of the game. All of this done in XR from the comfort of their own home, either alone or as a shared experience with other participants wearing XR headset in the same place or connected remotely.

On one side this creates immersive ‘watch parties’ where friends are connected in the same space without having to be in the same physical space. As they watch the game on their individual tv screens, they all share the same tabletop alt-broadcast. This gives them an interactive platform to share ideas, discuss tactics and dive deeper into player performances together. These experiences are powered by the amazing live data we can get from tracking every detail of a live performance and become meaningful by hyper-personalising around each individual fan. One of the companies active in this space is DAZN, who launched its Meta Quest app for FIFA World Cup viewing in collaboration with augmented reality developer Immersiv.io.

DAZN Meta Quest app

Link to the Sports Business article about DAZN's Meta Quest virtual football app

The more data we can gather from a live performances, leveraging the new tracking technologies and AI analytical tool, the more we can play with how that live performance can transform into what engages different audiences. Disney for example, took the live data from football and created a digital simpsons-themed broadcast. Turning every player into a Simpsons character. These takeovers are great ways to engage new audiences, who have previously not shared any interest in the sport.

Disney x NHL

https://www.tiktok.com/@frontofficesports/video/7210857051319258414

https://thewaltdisneycompany.com/simpsons-funday-football-dunk-the-halls/

Young audiences are gamers, who redefine how sports is viewed

Gamers should obviously not be an overlooked audience group, with 90% of Gen Z being gamers, this will also influence how they experience live sports. NFL’s latest and biggest fan-engagement story was not on the filed - it was about bringing the field closer to the screen. Amazon’s Prime Vision feed gave fans a gaming-style “All-22” view layered with real-time overlays: blitz alerts, pressure probabilities, player names, coverageID’s, even fatansy-relevant data. For young audiences growing up with gaming, this is not just a gimmick, it is why 7)% of viewers who try prime vision say they prefer it. It taps into the Twitch and Discord community behaviours, reshaping how live broadcast is experienced by being more data-led, interactive, personalized and community-driven.

Amazon Prime Vision NFL + Champions League

Transforming Stadiums into Experience Centers

The emotional connection to a club can not be felt more intensely than inside the stadium, so stadiums are investing to extend that experience beyond the stadium bowl by giving fans control over how they want to explore some of their captivating stories. From virtual tours, to reliving historic moments through XR and merch personalisation experiences, the stadium’s transformation to become the home for fandom encompasses all aspects of bringing fans closer to the game, its athletes and the lifestyle that surrounds it.

Sports theme parks

Large scale attractions such as the F1 Ferrari Land at Portaventura in Spain or Ferrari World in Abu Dhabi, are permanent fandom homes.

https://www.portaventuraworld.com/en/ferrari-land
https://www.ferrariworldabudhabi.com/

Competitive Social Activities

Play against your favourite athlete, or become them. A space for friends to meet and socialise, play games and compete against each other or challenge others as a team.

Glow Court brings immersive entertainment to Norwegian Aqua

https://www.toca.social/
https://blooloop.com/play/in-depth/glow-court/

City Pulse / Cultural Fitness

Connecting social free time with sports clubs and weekend sports. An ecosystem that connects and rewards. Drive interest in every corner of a city, celebrate subcultures and achievements from big to small.