streaming feeds. The broadcast experience has expanded in parallel with the growing population who have mobile phones, meaning companies need to take this into account and provide an end-to-end experience. “When it comes to the VR or AR experience, the capabilities the Apple Vision Pro brings are mind- blowing. Providing a personalised experience is something that can only truly be done with these added technologies.” Rosen emphasises how the lack of device availability in the AR and VR markets should stop being used as an excuse, encouraging companies to embrace the new technologies. “Fans are waiting,” he warns. “When you go to market, you always have a fear that you’re investing in something consumers aren’t ready for. But the market is ready. Our study shows that fans are waiting and eager to pay, so it’s time everybody rose to the occasion and did their best to provide fans with these capabilities.” It was comforting to see that, according to the report, many football fans still like to watch a match with other supporters despite the growing popularity of live streaming. More than a third of respondents said they planned to watch a Euro 2024 match at a public event, like a pub or bar. It seems that, despite the undeniable changes in media consumption, some of our more sociable habits regarding live sports viewing are unlikely to change any time soon. SYNERGISED STUDIOS We’ve discussed viewer habits, but what about the content itself? Punditry and interviews almost equal match content in importance, usually dishing out a generous slice of the coverage pie.
to invest in to enhance their match experience – as well as issues concerning connectivity and roaming services when attending sporting events. The results suggested that almost a third of UK football fans would like to watch a Euros match in VR, with 16- to 34-year-olds more likely to use the tech compared to those aged 55 and above. “The actual statistic of the number of people with a VR-type device is in the very low double digits – around 10%,” adds Rosen. “Interestingly, when you ask about the experiences these devices can create, the demand is sometimes three or four times the number of devices on the market, which means there’s a big opportunity for growth.” In addition to this, the report found that other technology UK fans would like to try for enhanced match-day experiences include a 360°, user- controlled view of the match and AR experiences – like adding another layer of information such as player profiles. “In sports, AR makes so much sense,” Rosen expands. “It can provide a personal touch that cannot be provided during the broadcast or SNAZZY SNICKOMETERS Fans watching this year’s Euros benefited from the equivalent of cricket’s Snickometer for the first time this summer, which aimed to offer further clarity for handball and offside decisions. ‘Connected ball’ tech fits match balls with a motion- sensing microchip able to track every touch at a rate of 500 times a second. Used in Germany after its success in Qatar 2022, it can determine if the ball brushed a hand or whether a player strayed beyond the last defender at the precise moment it was kicked.
PITCH PERFECT Stadiums for the Euros were equipped with advanced camera systems to capture every single angle and moment, ensuring fans never missed a beat
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