体育界的新兴技术：重塑粉丝体验（英文版）.pdf

Emerging technologies in sports Reimagining the fan experienceExecutive Summary To adopt and optimize emerging technologies in sports, organizations should focus on four areas: Reassure fans about how their personal data is used to build trust. Identify the needs and expectations of fans and users before deploying new technologies. Convert more casual fans into avid fans (fans who follow a sport regularly, watch nearly all matches of the sport they follow, and visit a stadium often to watch matches). Avid fans offer a significant opportunity, as they are more engaged. Build digital practices, capabilities, and transform organizational culture by investing in a digital culture, and skills, cross-sharing information across sports organizations to drive greater innovation. Technology is now an integral part of how fans consume sports Nearly 70% of fans state that the use of emerging technologies such as augmented and virtual reality, artificial intelligence, or biometrics has enhanced their overall viewing experience, both inside and outside the stadium. Fans from Asian countries including India, Hong Kong, and Singapore lead in the adoption and acceptance of emerging technologies in sports. Younger fans consume sports passionately, both in-stadium and via online digital channels. The digitization of sport and the fan experience can strengthen engagement, building brand value and driving revenue growth A good experience with technology either in or out the stadium has a positive knock-on effect in terms of overall engagement. Fans who enjoyed their tech-enabled experience said they would actually go to more physical matches at their teams stadium. They also said they would increase their spending on team/brand merchandise, food, and beverages at the stadium or on online subscriptions for watching matches. We also found that fans who experienced emerging technologies during a recent visit to a stadium are more satisfied with their experience. Our research shows a 25-point NPS 1(Net Promoter Score) difference between fans who have experienced emerging technologies and those who have not. 2 Emerging technologies in sports: Reimagining the fan experience “The best way to utilize technology has to be simple; it has to match with the coach and staffs needs and consumer expectations and trends.” Frdric Longupe, chairman and CEO at Girondins de Bordeaux, a professional football club playing in the top French football division, Ligue 1 3Introduction Digital technologies are redefining the way sport is conducted and enjoyed. Data analytics and deep learning can be used to analyze players performance and conduct pre- and post-match analyses. Computer vision and machine learning can help umpires and referees reach fair decisions and optimize camera angles during TV broadcasts. Augmented reality (AR) and virtual reality (VR) technologies can transform the fan experience. While technology is playing an increasing role in athlete performance (see “Transforming performance”), it is the fan experience that offers a significant opportunity in terms of brand value and growth for the industry. Sport clubs and stadiums are making increasing use of technologies that transform how fans can feel part of the game. American Express partnered with Wimbledon to create an interactive, virtual reality-driven experience for fans where they can face-off with tennis star Andy Murray. 2At the AT&T Stadium, home of NFL team the Dallas Cowboys, fans can take selfies with their favorite players. Using digital avatars of the players, AR allows fans to take selfies with their chosen players. 3 To understand more about the impact of digital technologies on fans and on the future of sport, we surveyed 10,000 sports fans across nine countries. We also conducted in-depth interviews with over 20 industry experts, sports athletes, and startup executives to understand more about the transformative impact of digital technologies (see the research methodology at the end of the paper for more details). Based on that extensive analysis, this report examines three key themes: How technology has become a key part of how fans consume sports. The significant benefits on offer for multiple stakeholders if emerging technologies are deployed successfully. The strategies that organizations can use to deploy technology that inspires fans and builds engagement. Transforming performance Sports teams and organizations are adapting fast to the performance opportunity offered by new technologies. For example, Leatherhead FC, an English football club playing in the Bostik Isthmian League Premier Division, is making use of artificial intelligence to track players performance, generate unbiased reports about individual players, and provide coaches with insight into the opposing teams players so that they can develop their match strategy. 4 The share of fans that report that the use of emerging technologies has enhanced their viewing experience both inside and outside the stadium 69% 4 Emerging technologies in sports: Reimagining the fan experience Technology is now an integral part of how fans consume sports Sixty-nine percent of fans report that the use of emerging technologies has enhanced their viewing experience both inside and outside the stadium As Figure 1 shows, fans across the world believe that emerging technologies are critical in enhancing their viewing experience. On average, over two-thirds of fans (69%) believe this to be the case. Figure 1. Emerging technologies have enhanced the fan experience across countries Source: Capgemini Research Institute, Emerging Technologies in Sports Research, Fan Survey, December 2019, N=10,363 fans. The experience is being transformed both for fans watching performances live in a stadium and those who are accessing games from outside the stadium. The in-stadium experience Our research shows that increasing amounts of fans are using in-stadium technologies in a range of areas (see Figure 2): Getting regular updates on a mobile app while watching the match live Accessing Wi-Fi to share updates on social media Order food and beverages online and for delivery to the seat. Share of fans who feel that the use of emerging technologies in sports has enhanced their overall viewing experience % India % Singapore % Canada % United States % Australia % Hong Kong % rmany % France 5 United Kingdom % Average 550% 4 4 4 4 4 4 43% 4 40% Regular match updates on mobile app while watching the match live (notication for oside for football, no ball for cricket, goal for hockey, specic fun facts 1,000th touchdown/ball/goal/run) Access to high-speed Wi-Fi to share updates on social media Order food and beverages online and get them delivered at your seat Wearable devices like hand bands which act as an electronic ticket for access to the event Use earphones to listen to live commentary inside the stadium while watching the match Player information and insights, live stats by pointing at players during a match Use biometrics (ngerprint/face recognition) to enter the stadium instead of paper or mobile ticket Identify enthusiastic fans and show them on big screens in stadiums by using sensors or in-app interaction levels Wearable devices like hand bands to pay for concessions Real-time suggestions and notications on shortest queue at washrooms/food counters Have experienced Leading stadiums are deploying numerous technologies. The Mercedes Benz Stadium in Atlanta, designed for American football, is creating an optimal fan experience by deploying emerging technologies. The fan app comes in three different versions, one for Falcons fans, one for United fans, and one for general visitors. It has several features, such as delivering parking in real time, completely digital ticketing, access to team content, navigating the gigantic stadium, and finding what you want through use of AI. 5During Super Bowl 2018, fans use of internet data increased by 70.9% compared to the previous years use, mainly driven by web browsing, video streaming, social media use, and sports apps. Spikes in usage of data were observed during the halftime show, a crucial fumble by a player during the match, and the kickoff show. 6 Figure 2. Top 10 in-stadium experiences of emerging technologies Source: Capgemini Research Institute, Emerging Technologies in Sports Research, Fan Survey, December 2019, N=10,363 fans, 9,008 fans who have visited the stadium. Share of fans who have experienced regular match updates on mobile apps while watching the match live in-stadium 50% 6 Emerging technologies in sports: Reimagining the fan experience Streaming matches live on VR headsets to simulate in-stadium experience outside the stadium Ability to choose dierent camera angles to watch the match Match prediction game where fans compete with an AI bot during the match Watching the match on one half of the screen and interacting with your friend and checking their reactions on the other half of the screen Voice/chat assistants for game previews, player insights, and behind-the-scenes action Viewing the match as your favourite player experiences it (camera embedded into each players dress) Interacting anonymously with fans inside the stadium Experiencing previous matches in 3D through apps Competing virtually with players and assessing ones skills using VR headsets Have experienced 40% 3 35% 33% 3 34% 34% 3 3 The outside stadium experience As Figure 3 shows, the most common experiences for fans using technology outside the stadium are: Streaming matches live on VR headsets to simulate the in-stadium experience Ability to choose different camera angles to watch the match Match prediction game where fans compete with an artificial intelligent bot. “I think the focus for the last few years, particularly in the US, has really been on augmenting the fan experience at home with new and different ways of consuming the broadcast, for instance, having different styles of commentary and having more stats on screen.” says Ben Reynolds, CEO and co-founder, Spalk, providers of multiple personalized commentary options during live sports streams. Fans of the New Zealand Rugby team can use Amazon Alexa-enabled devices to obtain match information, access behind-the-scenes content, learn more the teams history, and also play a quiz about the All Blacks team. The team partnered with a digital design agency to create this feature for increasing engagement with fans. 7 FOX Sports teamed up with virtual reality tech company Next VR using Next VRs platform to allow fans to use VR headsets to stream NASCAR races, US Open Golf Championship matches, and Premier Boxing Champions. In turn, the platform gives sports bodies valuable insights into fans viewing habits. 8 Figure 3. Experiences of emerging technologies outside the stadium Source: Capgemini Research Institute, Emerging Technologies in Sports Research, Fan Survey, December 2019, N=10,363 fans. 7Share of fans who have experienced emerging technology during their recent visit to the stadium, by country % % % 5 50% 4 45% 4 35% rmany France United Kingdom India Singapore Canada United States Australia Hong Kong By probing the survey data we collected, we can unearth a number of insights into adoption levels among fans. In particular, two notable findings emerged: Asian fans are enthusiastic adopters of sports technology. Younger fans are passionate consumers of sports. Asian fans are ahead in adoption and acceptance of the use of tech in sports The experience of sports technology is not uniform across the world. In our research we found that Asian fans trump other geographies in their adoption of digital technologies in sports. As Barbara Desmarest, vice president, sales and business development, VOGO, a company that provides in-venue live and replay experiences, suggested, “Digital habits are very high in Asia as compared to Europe. In Europe, most sports actors like clubs, leagues, federations, and event organizers are still conservative and only starting to build their digital strategy and investing in fan experience tools. So, if you take any football club or rugby club here in Europe, most of the budget is used for the players. Thus, the budget left to bring a new app or a new technology for the fan experience can be very small. On the other hand, Asia is far ahead, where fans have access to easy to use applications.” As we can see from Figure 4, close to three-quarters of Asian fans (74%) have experienced the use of emerging technology in the stadium, with India leading at 88%. However, this drops to 56% for United States and 50% for Germany, and below 50% for the rest. Figure 4. Asian fans are much more likely to have experienced emerging technology in the stadium Source: Capgemini Research Institute, Emerging Technologies in Sports Research, Fan Survey, December 2019, N=7,292 fans. Share of Asian fans that have experienced the use of emerging technology in stadium 74% 8 Emerging technologies in sports: Reimagining the fan experience We also found that: When outside the stadium, Asian fans prefer to consume sports over digital devices (such as smart TVs and laptops) to a larger extent. We found that 80% prefer to watch sports over digital devices, compared to just 60% of European fans. Over three-quarters (78%) feel that the use of various technologies in sports has enhanced their overall viewing experience (compared to 66% of North American fans and 62% of European fans). 71% would be willing to pay more if new technologies enhanced their stadium experience, as compared to 40% of North American fans, 34% of European fans, and 33% of Australian fans. Younger fans consume sports passionately, both in-stadium and via online digital channels “In terms of the traditional supporters, they wont be dictated by the new technology. They will be dictated by the younger generation showing them and engaging and helping them understand why and what theyre interested in. It will be the younger people who are chasing those different ways to experience the game who will bring along the older generation. So, the driver wont be the sport but the fact that the older generation would want to watch the sport with the younger generation.” Mike Friday, head coach, USA Rugby Sevens The share of younger fans below the age of 35 who visit the stadium often is nearly 60% on average, as compared to 36% for the fans above the age of 35 (see Figure 5). Figure 5. Younger fans visit the stadium much more frequently than older fans Source: Capgemini Research Institute, Emerging Technologies in Sports Research, Fan Survey, December 2019, N=10,363 fans, 9,008 fans who have visited the stadium