More than just a game – Embracing interactivity for live sports

The viewing and consumption of live sports is evolving into a more interactive experience thanks to personalisation, gamification, interactivity and more. At FutureSPORT 2024, held at The All England Lawn Tennis Club in London on 23 October, Anders Raden-Rygaard, DF (Divisionsforeningen), head of commercial, and Alan Bruno, ATP Media, head of business development, share their opinions on where we are now, what works and where the industry goes next.