My proposed solution to the client’s problem is an in-stadium app that leverages big data, high speed networks, wearable media and social networking. As previously mentioned, even within Australia there have been some recent improvements to spectator experience, so this proposal focuses on new elements of the customer experience instead of elements already being implemented by competitors which can essentially be considered the new industry standard. What sets my ideas apart is the combined potential to not only drive fan engagement, simulate an in-game experience, facilitate post game involvement but also offer an integrated gaming ability that allows fans to leverage the insight they gather through the app when placing bets on the game.
Wearable Media
Wearable tech is emerging as a digital disruptor for the health and fitness as well as the productivity sector, but it's potential for entertainment is just over the horizon. Here are three ways to utilize wearable tech that work together seamlessly to provide a more engaging spectator experience while minimizing the issues associated with adoption.
I.Real time biometric data of players to drive fan engagement
Capturing biometric information in real time is now a reality, and with companies continually creating less intrusive devices to capture this information we could successfully capture biometrics of players as they compete. The small firm MC10 has scheduled its public debut for a "bandaid like" 2 inch square biopatch that can capture a range of data with minimal intrusion on performance. This means looking at a player's heart rate, heart acceleration, hydration, muscle activity, sleep patterns etc. For real sports fans, this will be interesting as a standalone feature, but for people placing bets this insider information will make this process considerably more engaging. There is also the possibility of translating these complex biometrics into easily comprehended symbols that can be instantly understood by less invested, more social spectators. For instance, translating the biometrics for exhaustion into a video-game like power bar or car-like fuel gage. We will expand later on how to integrate biometric capture and gaming to provide the ultimate immersive experience.
II. Integrating player and referee viewpoints into available streams and playbacks for spectators
One of the existing technologies we hope to implement for the client is the ability to provide spectators with instant playback. However, the rise of non-intrusive wearables presents us with the unique opportunity to provide the same benefit from different perspectives. Seeing the game from the viewpoint of the referee during a disputed call, or from the kicker of a penalty goal could significantly enhance the fan's experience and differentiate the experience of going to the game from watching the game at home.
III. Transmitting to Alert Shirt
The Alert Shirt is one Australian example of the integration of biometric data feeds into clothing. This product converts live game data into powerful sensations experienced instantly by the wearer during the match. This shirt simulates pressure, thumping heart, impact, despair, exhaustion and adrenaline using vibrations. We suggest the Alert Shirt or a similar product be available for purchase in the venue, the in-stadium app be equipped with a scan function that can link a shirt to your account, and finally using biometric data available for each player allow the customer to make a selection within the app about which player on the field they would like their shirt to emulate. This would take spectator engagement to the next level by giving them an almost virtual reality experience of the game, and have repercussions for gaming applications.
Integrated Gaming Capability
It's no secret that gaming plays a huge part in the Australian social experience, in fact over 80% of Australians engage in gambling of some form. That's the highest rate in the world. Yet when it comes to some of the most popular forms of sports betting all you have to do is look at your local TAB to realize there is a lot left to be desired in terms of user experience. Gambling in Australia despite it's huge revenues is lagging behind in the digital space, having had very few updates to user experience in the past couple decades.
How is it that NSW can have more slot machines than Las Vegas, yet when it comes to things like betting on the races people use indigestable tables of figures and uncustomised information to help them make a selection? How is it that Australians spend such a signfiicant amount of money betting on sports yet nobody has implemented a way to make this process more engaging?
These are the questions that are important to ask on behalf of our client because of the role that gambling plays in determining customer loyalties. Many Australian have allegiances to a local pub based on gambling facilities as a key criteria, and if a sports venue were able to truly integrate a superior gambling experience it could have a significant effect on customer experience for the sports gambling segment of the population. It would be a folly to ignore the role of gaming, and the opportunities in customer relationship management in the example of a sport stadium.
Therefore, I suggest integrating gaming into the interactive experience provided by the in-stadium app, specifically focusing on the informational edge provided by biometric data. I believe gamblers will be significantly more engaged when real-time player data is available in the same place as their bets because while it would be available to everyone, it would feel as though they had insider information that could give them an edge. This is taken to the next level while wearing clothing that simulated the experience provided by biometric data - many gamblers will have placed a bet on a player before but how many have placed a bet on (what seems like) themselves? While establishing a betting platform from scratch would be logistically difficult, I suggest integrating the app capabilities of a partner such as a Sportsbet into the in-stadium app so that accounts are pre-verified with age requirements and payment details.
Promotion of Products and Services.
Existing apps and platforms have already incorporated fantastic elements such as in-stadium food and drink options as well as the ability to order to your seat. While this is certainly something that should be emulated for our client, I believe the integration of a recommendations engine would open up a whole new range of opportunities.
Depending on the size of the stadium and the number of options available, a recommendations engine that took demographic information from account profiles along with purchase history could help consumers easily find products that suit them spurring additional in-stadium purchases, and also be manipulated to assist with day to day supply chain management. For instance, based on products a customer is likely to enjoy, as well as products which are currently below their expected sales levels, recommendations can be made to make sure that both customers are satisfied and stock is effectively managed. This could also be used to push time sensitive promotional products and deals, for instance specials that run only in the first half, until the first goal etc. Similar to the way e-commerce sites use time-sensitive promotional codes, the time sensitive nature of specials (especially those that rely on non-scheduled end times) could spur additional sales.
Excitement and Engagement
As an engagement technique, social media platforms are a tool for both promotion as well as involvement with live streaming events. This combined with ability to share photos and updates across multiple platforms within the in-stadium app is now the industry standard and is a basic requirement for our client to drive fan engagement pregame, live and post game. I also suggest that the social media sharing from spectators be integrated into in-stadium displays, such as live tweets displayed across stadium jumbotrons encouraging fans to tweet emotive reactions, heckles and stats.
One of the most significant psychological barriers that separates spectators from the game is being an outsider to game decision making. Every sports fan has experienced the feeling that if only the referee had their vantage point, a different call would have been made. I suggest integrating a voting option within the app that allows spectators to vote on controversial calls, enabling the crowd to collectively simulate a referee call. Results will be available in real time so that spectators can view the consensus. Then fans will have the option to 'share' their vote over social media platforms that are integrated within the app, to enhance both live and post game involvement. This will tie in well with the provision of the referee vantage point playback available for streaming.
Creating Value through Reward and Recognition
I recognise that the most successful apps have in place a reward scheme in order to attract and maintain usership. I propose a rewards scheme that not only boosts usership but allows consumers to build a connection with the app itself, driving an investment of both time and money that is rewarded with exclusive seat upgrades, food and beverage packages and merchandise deals.
Existing already is the ANZ stadium's scheme for consumer loyalty through seat upgrades in return for regular ticket purchasing. But this is an underutilisation of market potential. I propose that with a point scheme in place point are rewards for all functions of the app; not only for regular ticket purchase, but food and drink purchase, sharing of game content through social media channels, placing bets (through affiliated partners), and engaging within in-game calls to action such as people's choice voting on official game calls.
Post Game Engagement
As part of the Australian sporting experience, the post game experience is just as vital as the real time game events. I recognise that the sporting enjoyment continues after the game has finished and fans also have the desire to extend their involvement. The in-stadium app can facilitate this continued involvement by providing connections with team sponsored venues but also partner venues with food and beverage deals for those who possess and show the in-stadium app.
By partnering with nearby venues and offering sponsorship opportunities, our in-stadium app can provide post-game suggestions for the extended experience. Based on the team preferences supplied by users, the app can suggest a venue for post game drinks where like-minded people will be celebrating or licking their wounds from the game. This sense of community is normally lucky to be experienced by the fans of the home team, but this sort of planning will allow for the away team to experience that same community building while having a better overall game experience.
Technical Requirements
Either sponsored Wi-Fi currently seen with ANZ Stadium’s contract with Telstra, or a bluetooth network that would allow the in-stadium app to work once downloaded using a Wi-Fi or 3G connection.