More active engagement from fans, extra mobile consumption and greater sustainability initiatives are among the key findings from a German Football League (DFL) supported research on the future of media production in sports.
The study from the Center for Sports and Management (CSM) at the Otto Beisheim School of Management (WHU) features predictions and assessments from 99 experts working across the sports media industry, including clubs, production, technology, and gambling.
The contributors were asked to envision the near future of the top-tier sports product and its production up to 2030. Of the 25 projections collated by the study, there is 69% expected likelihood that sports audiences will prefer an active engagement over passive content consumption.
VR, MOBILE AND SPORTS HIGHLIGHTS
The study’s respondents were split on the mass acceptance of virtual reality (VR) by 2030, with a 52% expected likelihood that most audiences will consume high-level sports content in a virtual environment. While the technology is expected to mature, it remains unclear whether consuming sport in such a way can compare with traditional experiences both emotionally and socially.
When it comes to screen preferences, the study anticipates 64% expected likelihood in most audiences consuming top-tier sports content on mobile devices. While viewers are still likely to favor big screens for live action, advancing technology means other content such as highlights could be consumed even more on mobile.
Indeed, there is 60% expected likelihood that audiences will prefer watching highlights over live events, though there was low desirability for this from the study’s contributors.
The projection with the highest desirability in the study was greater adoption of sustainable production, with 73% expected likelihood that sports content will emit 80% less carbon dioxide than current levels by 2030. The rise of remote production, partly driven by COVID-19, has already helped reduce travel to and from events, but the study acknowledges that such a large emissions reduction by the close of the decade is a challenge.
TIPS FOR ENHANCING THE BETTING EXPERIENCE
-Put your audience at the center of product design: Respond to consumers’ desire for immersive and personalized top-level sports content by offering customizable products that include new options, such as different camera perspectives and commentary.
–Use AI to your advantage: By using AI, content should be able to be produced more autonomously, efficiently, and environmentally friendly, while providing consumers with the increasingly personalized experience they want. Therefore, start looking today at what skills and talents will be needed in your organization in the future to effectively manage AI and its application.
–Continuously experiment with new technologies: It is increasingly important to test new technologies (such as virtual reality) and gradually integrate them into your core product, even if they are still waiting for their breakthrough in the mass market. In this way, customer needs can be anticipated and met as soon as they become noticeable in the market.