US Open ups ante with tech to increase fan experience

From what we’ve seen from the major tennis tournaments over the past few years, it seems as if they’re all in a race against each other to see who can become the most technologically innovative. From Wimbledon’s recent digital redesign to their work with brand sponsor Jaguar Land Rover to the US Open’s work with primary sponsors American Express, the use of tech has proved key to furthering the fan experience as well as brand awareness.

As we race through the second week of the 2015 US Open, the organisation has released an evaluation of the technology that it’s using in order to keep fans up to date throughout the tournament.

IBM’s ‘Slamtracker’ once again plays a huge part after being a primary tournament sponsor of all grand slams. However while the engine that delivers data to the fans is the same, the way in which it is being customised to suit different experiences and different audiences is impressive.

In addition to an updated US Open mobile app that occurs between tournaments every year, US Open’s IBM-built online platform is designed to incorporate the analysis and delivery of real-time scores and insights. In bringing live statistics, real-time scores, real time social media discussions and predictive analytics to the platform, it allows fans to follow matches in real-time.

IBM US Open

One of the new additions to the platform this tournament is the deeper analysis of player and ball position data that enables users to identify trends that impact player performance. It then allows anyone to share these statistics via social media. In addition to this, the ‘Slamtracker’ integrates historical player, match and tournament data with real-time statistics in allowing fans to gain a deeper insight into match dynamics.

What we are seeing from IBM is a slow evolution of the ‘Slamtracker’ that is constantly allowing fans get closer and closer to the action whilst providing context in any action they are seeing. Following on from the previous grand slams, the technology identifies and alerts the tournament organisers to record breaking player achievements, championship stats, and career highlights. This is being shared with fans via social media, websites and news sources.

Senior Director of Ticketing and Digital Strategy of USTA Nicole Jeter West indicated that their ongoing partnership with IBM would help to push and stretch the boundaries of fan engagement.

Year after year, IBM’s technological expertise creates an incomparable mobile and digital experience for U.S Open tennis fans. We’re excited to partner with IBM again to push the boundaries of fan engagement and entertainment to bring the U.S Open to life and promote the game of tennis to fans across the globe.

IBM Us Open

What is interesting is the effort that IBM and the US Open have made with the visuals of the differing platforms. While they are doing more or less the same thing (other than the aforementioned evolving features), they are doing it in very different ways. It’s clear that Wimbledon and the US Open are particularly trying to develop their websites to keep in line with each tournament’s ‘traditional values’.

For example – with Wimbledon’s redesign, they very much kept it tradition by offering statistics, graphs and scores upon draped upon an eye pleasing design. With the US Open’s fanzone this year, they’ve designed it similarly to how the US Open is often seen, lots of colours and very busy.

 

 

 

About author

Matt Tewhatu
Matt Tewhatu 155 posts

Matt is the editor of Digital Sport and Chief of Snack Media's rugby division and has a journalistic background both here in UK, Australia and in his native New Zealand. Follow him on Twitter @mtewhatu

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