Nicholson. “Access to meet-and-greets, games, conferences, autograph sessions or training facilities was privileged, leaving many fans excluded.” Social media has, in many ways, lifted this hurdle. “With the influence of platforms such as Instagram, X (formerly Twitter), TikTok and Facebook, athletes now have direct channels to communicate and connect with fans, breaking down geographical barriers and fostering a more inclusive sports experience,” Nicholson concludes. As of September 2022, Cristiano Ronaldo and Lionel Messi had the most Instagram followers of any athlete, with 481 million and 361 million, respectively. Now, those numbers are even higher at 622 million and 500 million. Millions – if not billions – of fans from all over the world are able to indirectly engage with their favourite footballers – something which, just a few decades ago, was unheard of. Currently, we are in the midst of yet another revolution: extended reality (XR) is more prevalent and technologically advanced than ever before. In 2016, Niantic changed the game with Pokémon Go , an augmented-reality (AR) mobile app that placed Pokémon in real-world locations via a user’s camera and GPS. Pokémon Go caused a frenzy dubbed Pokémania, as players flooded areas which served as virtual Pokéstops, but the app was ultimately praised for popularising AR – and arguably boosted Pokémon ’s fan engagement in the process. In 2023, Apple unveiled its own mixed-reality (MR) headset, the Apple Vision Pro. Largely marketed for their potential to revolutionise
INSTA-GAME The rise of social media platforms has transformed the athlete- fan dynamic, boosting engagement
at-home entertainment, the goggles offer an immersive experience for wearers and a wealth of opportunities for developers. By embracing new technology, content providers can remain relevant and add yet another tool to their toolbox. “By offering immersive experiences, [XR] brings spectators closer to the action,” asserts Nicholson. “Fans can wear headsets, virtually entering stadiums and watching live games from prime seats or their favourite players’ perspective. This not only includes remote fans in the action, but also provides an unparalleled viewing experience.” And it’s just one example of what the Apple Vision Pro can do. Ateme has developed a solution specifically for the headset, with applications in sport as well as music, film or TV. “Encoders that deliver 3D stereoscopic video [can] enable immersive experiences on the Apple Vision Pro, with viewers watching their heroes as real-life characters performing right in front of them,” describes Beaudouin. Rather than simply following their socials, fans can feel like they’re actually on the pitch with Ronaldo or Messi. “XR also transforms fan interaction,” Nicholson adds. “AR overlays real-time stats and player info onto live games, enriching the experience and deepening understanding. MR applications allow fans to interact with virtual athlete representations, offering learning opportunities and simulated competitions against professionals.” He concludes: “It’s a groundbreaking shift in how fans experience and interact with sports.” Indeed, fan engagement is everything. By offering innovative means of connecting fans, players and teams, content providers can maximise both views and revenues, while giving audiences an experience that leaves them craving more.
WITH IMMERSIVE EXPERIENCES, XR BRINGS SPECTATORS CLOSER TO THE ACTION
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