Professional sports are fighting harder than ever to grab the attention of the next generation.When tick tock, streaming service Interactive experiences such as video games spend more time Some young people are turning to technology to improve the fan experience.
A key technology that helps connect traditional sports to young people is augmented reality. Enable stadium spectators to use real-time overlays to offer many intuitively appealing benefits: live stats to complement the action on the field, animated players and mascots, real-time 3D effects (team lineups, ), face filters, or even virtual orientation around stadium facilities.
Leagues and teams are working hard. National Football League teams such as the Carolina Panthers and Baltimore Ravens introduced “Mixed Reality” mascots, large virtual depictions of their namesake animals, have created spectacular viral footage.At the 2022 FIFA World Cup, Qatar fans Download the FIFA+ App Project augmented reality overlays of team and player data, including heatmaps, lineups and stats.
Sports administrators are keen to combine augmented reality with fan experiences, but that enthusiasm has not been fully rewarded. Market research shows that spectators are more likely to try new technology offered in stadiums, but there are also plenty of objections.
The power of rebellious fans is historically powerful.American broadcaster Fox invested In the early 1990s, it invested over $2 million to develop “FoxTrax.” This is augmented reality-based technology that helps ice hockey fans follow the puck during televised hockey. Despite substantial innovation, the gimmick lasted his two years and was sunk by fan backlash.
In March 2022, the National Basketball Association and ESPN will work together to 3D highlight reel An actual match between the Dallas Mavericks and the Brooklyn Nets. The pixelated, blurry footage resembles an outdated video game, and we haven’t seen an “NBA CourtView” product since.
Resistance is multidimensional. Some people are shy and put up with it until they see someone else doing it. Some people refuse to innovate, no matter how promising the technology looks. The most disruptive rebel against new technology in stadiums, discourage others from picking it up, and call boycotts to force them back.
The anti-innovation sentiment of sports fans has its own impetus. On the surface, the video assistant’s backlash against his refereeing skills may seem puzzling. Sports fans are likely to welcome innovations that reduce the chance of refereeing mistakes that can affect the outcome of a match.But research shows some fans disapproval Because it robs them of a lively, emotion-driven discussion with other fans about the referee’s decisions, instead of a firmer, more objectively correct verdict.
2022 study More than 1,000 sports fans in Germany and the UK have raised other concerns about the integration of augmented reality technology inside stadiums. Integrating the app into the in-stadium experience detracts from the atmosphere inside the stadium, potentially distracting fans from the live action on and off the pitch, and using augmented reality is “good” Or conflict with the identity of “honest”. ‘sports fan.
Concerns around the world are echoing that live sports experiences are based on collective buy-in from fans. Other research About sports fans and technology use: Create a live action-focused community with songs, applause, cheers, team support, and engagement with nearby barracks.
Part of fan trepidation about embracing the data-rich world of augmented reality is the risk of rendering emotion-driven entertainment sterile.fan under investigation tended to enjoy Some expressed concern that as they had more emotional conversations with friends and augmented reality integration, the nature of discussions would change from playful speculation to objective and data-driven.
There were other practical concerns revealed by the study – some fear While the use of augmented reality technology in stadiums could be disruptive and likely to draw criticism from nearby spectators, others are concerned. Handover of data Also, the security implications of using such apps.
Such fears don’t necessarily mean sports administrators are on the wrong track in pushing augmented reality. The opportunities are enormous, and integration is widely celebrated, especially in television broadcasting.
ESPN’s Pioneering Virtual First Down Marker NFL broadcasts have become ubiquitous in all sports coverage, but the NBA’s Los Angeles Clippers launch Augmented Reality-based ‘ClipperVision’ game broadcast that utilizes technology to show live diagrams, shooting percentages and player details.
But research shows that adopters of augmented reality may need to carefully consider how they deploy it. You can put restrictions on the initial rollout of augmented reality. For example, stats may only be available during breaks to avoid dampening the live atmosphere during a match.
Sport captures a special alchemy for many of its supporters, blending analytical prowess with athleticism and deep emotional connections. Finding ways to innovate without abandoning these romantic ties is a challenge all forward-thinking managers are staring at.
Sebastian Urich Professor of Sports Business Management at the German Sport University Cologne, Germany. His research focuses on understanding consumer psychology and behavior, especially in the context of sports.
Kim Uhlendorf He is a PhD student at the German Sport University Cologne, Germany and a research fellow at the University of Cologne. Her research focuses on consumer interactions and reactions to new technologies in her digital marketing.
Uhlendorf’s research was supported by an internal research fund of the German Sport University Cologne under grant L-11-10011-235-061000.
Originally published in creative commons To 360 information™.
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