Designing valuable experiences: methods and inspiration

OFFER IMMERSION

Fan media will become personalised and immersive. Each view will be different from the other, increasing friendly rivalry. Fans can choose who, how, when they watch. Fans are finding new opportunities to personalise the experience and reach deeper immersion. A deeper immersion can be created through many different ways from multiple camera angles , second screens, new camera types or wearables that record player data to virtual reality.

“The experience of being transported to an elaborately simulated place is pleasurable in itself, regardless of the fantasy content. We refer to this experience as immersion. Immersion is a metaphorical term derived from the physical experience of being submerged in water. We seek the same feeling from a psychologically immersive experience that we do from a plunge in the ocean or swimming pool: the sensation of being surrounded by a completely other reality, as different as water is from air, that takes over all of our attention, our whole perceptual apparatus…” (Murray).

For instance, 3 in 5 want to have the ability to choose different camera angles for sports, and 55% think the ability to choose commentary would improve viewing (Canvas8). Creating an Immersive Experience for connected fans in stadia, at home and on the go will also presenting a range of potential commercial opportunities (Canvas8). Creating a deeper immersion at the stadia does not distract from what’s happening on the field but pitch rather it immerses fans further into it (EVS). By being more connected with sports, fans will be more emotionally connected to their favorite clubs or leagues, increasingly using digital platforms to consume as much content as clubs and stadiums can give them. From EVS’ survey, 83% of users will accept advertising on a mobile application to consume enriched digital content (EVS). And generating a direct link between the application and in-stadium facilities like concessions and merchandise gives users another option to buy exactly what they want in a way that’s more convenient for fans (EVS).