15 YOUR TAKE AV Focus
in theme parks, it’s only a matter of time before this is used in supporting content as well as on rides. READY PLAYER ONE Sports venues are another sector that has been quick to realise the value of engaging content. As ticket prices for many sporting events have gone up and consumers have increasingly high-quality TVs in their own homes, the industry realises it needs to offer more if it is to keep filling seats, and content can play a major role here. As video screens in stadiums get ever bigger and are placed in ever more eye-catching configurations, there’s a huge opportunity to provide a real value-add. Digital signage for stadiums can deliver live and engaging content to create fully immersive event experiences. Development in this area is ongoing, with the potential of using 360° cameras or even player-worn cameras to offer unique angles on the action via a big screen. The installation of 360° screens is underway, ensuring every seat gets a perfect view of the action,
AS AR/VR BECOMES INCREASINGLY POPULAR IN THEME PARKS, IT’S ONLY A MATTER OF TIME BEFORE THIS IS USED IN SUPPORTING CONTENT AS WELL AS ON RIDES
their own subscription-based TV channels, venues can provide a captive audience to whom you can showcase your latest features. CONTENT EVERYWHERE Delivering content on a large scale is a great way to inform and promote, but personalisation is perhaps the best way to build brand loyalty and interact with the fan or consumer. It is here that technology such as Bluetooth Low Energy, RFID, Mifare and others come into play. These tools are designed to provide
bespoke content to users when they check in at a particular location. Using beacons and sensors, it is possible to see where someone is sitting and offer them seating upgrades or deals at their nearest food outlet. Fan quizzes and contests are guaranteed to encourage interaction. Taking this one step further, events such as soccer skills or virtual races against top athletes can lead to huge levels of interaction. This gamification is possible with the use of RFID technology with wristbands registering a person’s participation, posting automatically to social media and even creating leader boards so winners receive a prize. Similarly, a recent project with Heineken in Ireland analysed the largest age group in the venue’s bar at a given time and targeted age-related content on the bar fridges. This was tied in with the PoS equipment to identify if sales tracked the targeted content on the screens. Analytics tracked the content and provided near- real-time feedback to the customer on sales and signage. These joined-up approaches to content can have a real impact, especially in engaging specific audiences, while providing valuable data to venues at the same time.
not to mention of any additional content. And with many major sports teams now streaming
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