The personal touch: Farmerswife on how 5G, AR and VR are creating unique fan experiences
By Carla Molina Whyte, Farmerswife marketing executive.
As we say goodbye to 2023, it’s the perfect moment to reflect on the incredible journey that the sports broadcasting industry has embarked on. This thriving sector has gone through a complete metamorphosis, driven by cutting-edge technologies and the evolving preferences of viewers.
One of the most astounding trends that emerged in 2023 was the rapid integration of advanced technologies in sports broadcasting. The introduction of 5G networks, augmented reality (AR) and virtual reality (VR) has completely revolutionised the way fans experience sports.
AR and VR have transported sports enthusiasts from the comfort of their homes right into the heart of the action. Augmented reality overlays have provided real-time statistics, player profiles and interactive features, elevating the immersive nature of the viewing experience. Moreover, virtual reality has allowed fans to step onto the field and witness the game from a perspective that was previously only accessible to athletes and officials.
The implementation of personalisation in sports broadcasting has significantly enhanced fan engagement and created new opportunities for monetisation. With tailored content, customised highlight reels and personalised commentary becoming the norm, every fan’s unique preferences are catered to. The combination of traditional broadcast channels, over the top (OTT) platforms and social media feeds has played a crucial role in generating excitement among fans by delivering a constant stream of behind-the-scenes content and interactive material.
Furthermore, the accessibility provided by digital platforms has propelled the popularity of niche sports in 2023. This democratisation of content has not only expanded the viewer base but has also given athletes in lesser-known sports a platform to gain recognition.
Key trends for 2024
Looking ahead to 2024, the sports broadcasting industry is poised for even more transformative changes. We anticipate several key trends that will shape the landscape:
- Customisation: The ability to tailor sports content to individual channels and markets based on team allegiances, popular players and fan culture will become increasingly prevalent.
- Speed of production: The capability to capture content directly from live events and rapidly edit, clip, repackage and distribute sporting highlights across various channels and devices will be a game-changer. The integration of live capture and cloud-based media asset management platforms will revolutionise media workflows.
- Remote working: The shift towards remote work, particularly in a cloud-based environment, will continue to be a prominent trend. This allows creators to collaborate from anywhere, enables scalability of production teams, ensures 24/7 availability of content and minimises disruptions.
- Metaverse integration: The metaverse will become an integral part of the sports viewing experience, allowing fans to interact with each other and with players and even enter virtual stadiums to watch games.
- Enhanced fan engagement: Gamification elements will be further integrated into broadcasts, offering fans the opportunity to participate in real-time polls, predictions and virtual competitions while enjoying their favourite sports.
- Blockchain and NFTs: The adoption of blockchain technology and non-fungible tokens (NFTs) will revolutionise the sports memorabilia market, creating new revenue streams for athletes and teams.
Additionally, the emergence of virtual productions supported by cloud tools and workflows will streamline content creation and curation processes. This includes automated transcoding of files, integrations with leading creative software applications, and efficient clipping for social sharing. These advancements enable the capture, editing, packaging and near real-time release of video content.
In conclusion, 2023 has been a pivotal year for the sports broadcasting industry, marked by technological advancements and shifts in viewer preferences. As we eagerly anticipate 2024, the industry stands on the brink of even more exciting developments, promising a thrilling year for sports enthusiasts worldwide.