Enhancing the fan experience the central theme at the World Stadium Congress 2016

The World Stadium Congress 2016 earlier this month in Doha was focused on the 2022 FIFA World Cup and how hosts Qatar can deliver the best ever live sporting event in terms of infrastructure, security and fan experience.

The conference and exhibition which I attended attracted high ranking visitors from government departments, trade associations and international vendors and featured presentations from organisations including FIFA, UEFA, the European Stadium and Safety Management Association (ESSMA) and broadcaster beIN Sports.

The Congress came at a time when the industry faces a big challenge to enhance the overall experience for fans attending a live game. No longer is it enough to provide a seat with a view of the action, fans now demand more for the price of their ticket.

Technology is one of the best ways of achieving this, and one of the most interesting aspects to come out of the Congress was that both vendors and stadium stakeholders are now united in recognising the importance of centralised connected platforms accessible via smartphone app to deliver a better product to fans.

Why should those who attend the games miss out on insight and high production values that those who are watching on television get is a question that is being asked more and more. This is why there is a big shift to giving access to content in-stadium that can enhance their enjoyment and understanding of what’s being played out in front of them. The distinction was made at the Congress that improving the fan experience doesn’t just mean pushing out more and more content. It has to be relevant, timely and of a high quality.

At EVS, we recently conducted a survey of 1585 sports fans around the world and found that fans wanted live video and instant multi-angle replays, as well as archive material, news and insight and information on security, travel and the venue. A huge 73% of those we interviewed said they would like to watch multi-angle replays on their mobile devices in-stadium, with 69% of those keen to watch these replays during the game.

Excitingly from a commercial point of view, 48% of the season ticket holders we spoke to would be willing to pay to access replays and supporting data on their smartphones or tablets, while 83% of those asked would be willing to accept advertising to watch the content.

The connected platform needs to be intelligent so that it can learn about its users and tailor its offering to meet their individual interests. The personalisation of the service does bring benefits back to the stadium operator or event organiser by increasing opportunities for a return on investment. These can include the collection of detailed, specific user data, providing a direct channel to sell in additional services, new targeted advertising opportunities and building fan loyalty to ensure they keep coming back.

The approach that the 2022 World Cup organisers are taking is interesting – they’re not just looking at a collection of connected stadiums, but rather they want a connected country, so that travelling fans, as well as local residents can all get involved, not just those in the stadiums. The tournaments that have been most memorable have had considerable buy-in from the local community, which has kept the carnival-like atmosphere going throughout and meant interest hasn’t dried up if their team’s involvement ends.

And that’s where EVS is involved.

Ooredoo, the Qatari telecoms company responsible for the networking infrastructure in the country, has been working closely with EVS to look at ways that connected stadiums and beyond can be used to maximise engagement. Organisers want fans to stay in the stadium as long as possible to increase spending on merchandise and refreshments, they want to reduce queuing times, by directing fans to their seats, and allowing them to pre-order food and they want them to help build the atmosphere, both physically in the stadium, and online. Connectivity is vital to achieving this, particularly with so many foreign visitors expected who will be held back by mobile roaming charges.

2022 is a long way off, but the technology is already available for venues to get a return on their investment, expand their fan-bases and deliver a better experience for visitors than ever before.

Nicolas Bourdon is the svp of marketing at EVS, the leader in live video technology for broadcast and new media productions.

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