AI, The Holy Grail for the enhanced sports viewing
New NTT research shows over half of people aged 18-34
believe AI creates better engagement, but only a quarter
know how it’s actually applied in sports
As the
competition for fan engagement increases across major global
sporting events, artificial intelligence (AI) and machine
learning offer new ways to deliver more sophisticated and
connected data experiences.
New research from NTT, one of the world’s leading technology and managed services companies, highlights sporting organisations need to do more to create the types of experiences that digitally savvy fans demand. Just 46% of people said their current data experience makes a sporting event more enjoyable. This shortfall exposes the need for the right technology infrastructure and solutions to deliver the sophisticated experiences sporting fans expect. And AI and machine learning will be the answer.
The
research of around 3,700 sports fans from across the globe
shows AI and machine learning are extremely effective ways
to create more engaging, data-rich experiences. It found:
• Over half (54%) of people aged 18-34 believe AI is
capable of successfully predicting the results of a sporting
event.
• Around the same amount (52%) said accurate
predictions make a sporting event more engaging.
• Yet,
only a quarter (26%) of people across all age groups are
aware of AI and machine learning actually being used at
sporting events, exposing a huge opportunity to create
greater engagement.
Ruth Rowan, Global Chief Marketing Officer at NTT commented, “There’s a real hunger in the sports industry for a more futuristic viewing experience for fans. And, like any organisation looking to thrive, sports providers need transformation to remain relevant and competitive in a rapidly digitising world.
“Whether that’s through live analytics and data enhancements, AI-powered experiences, or connected stadiums – it’s clear ICT infrastructure, the cloud, and mobile services have a critical role to play as the sports industry evolves to meet the growing demands of digitally savvy supporters.”
New AI-led fan experiences at
one of the world’s largest sporting
events
This year’s Tour de France is another
innovation-rich edition. Fans can now enjoy new
#NTTPredictor AI and machine-learning features, truly
revolutionising Le Tour’s viewing experience:
• Le Buzz – a new machine-learning
model being trialled for the first time at the 2019 Tour de
France. It analyses the movements within the peloton to
predict potential key moments, such as the increased
likelihood of a crash, a split in the peloton or a change in
race dynamics.
• Live stage favourites
– Machine-learning based stage favourite predictions were
first successfully trialled in 2017. This year they’ve
been improved to update live throughout the stage, based on
the events occurring within the
race.
• “Catch the Break”
predictor – enhanced to better account for the
different race strategies in play at different points in a
stage, through the creation of individual machine-learning
models for every 10km section of the
race.
• Live data insights and
predictions – from #NTTPredictor will be featured
throughout the race on @letourdata on twitter.
Creating a more connected
experience
Delving into the viewing habits and
preferences of sports fans from across the globe, the NTT
research also paints a compelling picture of the future
digital and live sports experience. Central to this are the
shifting habits of millennial fans. Over half (56%) of 18-
to 34-year-olds said they would increase their use of
“second screens” during live sporting events over the
next three years.
And, with 51% of respondents across all age groups electing to track live updates from a sporting event via their second screen (mobile or tablet) – at a rate of once a week or more – the demand for a digital and connected experience is clearly on the rise. The primary motivation for using a second screen during a sporting event is access to data and stats (34%), with four in 10 people wanting even more statistics to enhance their digital experience.
Meanwhile, over half (55%) of 18- to 34-year-olds said more in-stadium experiences – such as improved connectivity and tech-enhanced facilities – would encourage them to attend live sporting events. This demonstrates a lucrative market exists for organisations willing to invest in connected stadiums and events. And the desire among millennials to be constantly connected clearly translates into the live sporting area, with almost three-quarters (73%) saying poor connectivity at a sporting venue reduces their enjoyment of an event.