In today's dynamic sports media landscape, crafting a compelling sports IP for the Indian market demands a blend of multilingual commentary, immersive experiences, and personalisation.

LaLiga (the premier division of football in Spain) convened a webinar, 'extra time,' featuring industry experts discussing AI's transformative potential in sports content and the power of tailored localised offerings. 

The panellists comprised Roger Brosel, head of content and programming, LaLiga; Rajah Chaudhry, head of strategy Asia Pacific and country head-India, NBA; Ryo Takahashi, senior manager India, MLB; Vikrant Mudaliar, chief marketing officer, Dream11 (Dream Sports) and Aneesh S. Madani, former head of global digital partnerships and innovation, IOC.

The session was moderated by Yugansh Parikh, management associate, MSL Group. 

The panel delved into innovative strategies such as virtual dressing rooms, real-time player tracking, and AR/VR integration, aiming to enrich the fan experience.

Leveraging technology to enhance sports experiences

Setting the context for the discussion, Brosel stated that for sports companies, viewing technology as a tool to deepen fan engagement enriches the sports experience for a fan. 

“We view technology as a tool to enhance fan engagement and deliver compelling digital experiences. Our focus at LaLiga is on storytelling and immersing viewers in the heart of the action. Through innovative regulations and technologies, we aim to elevate the sports viewing experience and avoid stagnation. This commitment to innovation is essential for major sporting platforms to thrive,” Brosel shared. 

Chaudhry emphasised the importance of personalisation in gaming, citing the NBA's innovative use of technology to tailor fan experiences. He explained, "With numerous technologies available, it's crucial to focus on personalisation and immersion. We aim to customise experiences for all fans. Immersive technologies such as AR, VR, and wearables further enhance fan engagement, bringing the excitement of the game to all, regardless of geographical constraints."

Takahashi delved into the integration of AR and VR to enhance fan experiences, offering fresh perspectives on engaging with the game. 

He voiced, "There's a notable shift occurring, reminiscent of rapid transformation, especially evident in sports like baseball, steeped in a tradition akin to cricket in India. As supporters, we must adapt our mindset to this evolving landscape. Unlike the straightforward engagement of watching cricket on TV, we now have diverse platforms and devices catering to various age groups. The aftermath of the covid pandemic has underscored the pivotal role of technology and data in shaping experiences. We must remain flexible, attentive to our audiences, and adept at navigating these changing times, whether by enriching in-person ballpark experiences or optimising digital viewing on smartphones.”

Transitioning to the viewpoint from then AR and VR, Takahashi stated that there's an intriguing aspect regarding technology's influence, particularly concerning athletes. 

“The rise of athlete voices and the seamless distribution of immersive content globally through advancements like advocacy software have significantly impacted fan engagement. This distribution not only sustains fan connections but also stirs ongoing anticipation and speculation surrounding the sport. Leveraging these immersive experiences and athlete advocacy can prove instrumental in deepening fan engagement and nurturing a stronger bond with the sport," Takahashi shared.

Moreover, Takahashi underscored the exploration of gamification applications as a means to increase fan engagement through technology, highlighting promising avenues for enhancing overall interaction. He remarked, "It's clear that there's significant potential in utilising technology to reinforce connections with fans and enrich their overall experience.”

Madani spotlighted the goal of attracting a significant number of daily and monthly active users spanning different time zones, thereby easing the burden on our technology infrastructure and bandwidth. 

He shared, "The heightened activity in fantasy sports before matches, necessitates careful planning and optimisation of server capacity and transaction handling. Drawing from past lessons, we've fortified our payment infrastructure to manage surges in demand effectively. User engagement hinges on diverse and compelling content creators, alongside strategic retention planning. Cross-promotion across various sports or events further enhances user participation. Adapting to regional time disparities and optimising our planning accordingly is pivotal for achieving success."

User retention or engagement

Discussing user engagement and retention strategies for a sports platform, Mudaliar elaborated, "Our approach hinges on understanding the lifecycle stage of the brand. When it comes to retention, our focus is on cultivating what we call 'retention cohorts,' ensuring we have diverse user groups and effectively communicating tailored content to them. This involves detailed content curation and guidance, aimed at enhancing engagement. Leveraging the excitement of sporting events like the NBA or LaLiga, we ensure that our platform is as captivating as the games themselves. Additionally, we're actively developing content for fantasy sports enthusiasts, although it hasn't been our primary focus."

Cultivate a stronger bond between fans and the game

Brosel underscored the significant impact of AI and noted the remarkable evolution in digital content creation facilitated by it, a concept that seemed far-fetched just five years ago. 

He shared, "The projects in the pipeline are poised to revolutionise our workflow, allowing sports entities to generate more localised and personalised content effortlessly. This shift promises to liberate them from mundane tasks, enabling a sharper focus on creative endeavours. We predict that AI will be the most pivotal innovation for them in the next three years, marking a transformative change in their approach to work." 

Madani built on Roger's discussion, exploring ways to enhance online engagement and the distribution of video content, particularly with the upcoming Olympics in Paris. 

He said, "Speaking about the evolution of international broadcasts since the Tokyo Olympics in 1964, the importance of storytelling and evoking emotions has risen." 

Madani expressed anticipation for augmented reality experiences, such as immersive Olympic posters, which will enrich both digital and in-person interactions. 

"The cultural significance of sports events and envisioned continued opportunities for engagement, especially as technology evolves, potentially shifting from smartphones to more immersive interfaces like AR glasses," he said. 

Chaudhry elaborated on the potential for real-time experimentation, particularly relevant in India with its diverse language commentary. 

He highlighted, "Ongoing efforts to utilise AI tools for developing multilingual commentary, acknowledge the challenges in integrating emotion into AI models. Additionally, generative videos offer more diverse and thematic visualisations, catering to the preferences of the younger generation. While these endeavours are still in progress, we see them as promising aspects of AI innovation in sports."

Mudaliar wrapped up the session with a cautious approach towards AI usage, highlighting the need for responsible implementation while exploring innovative applications. 

He signed off by stating, "There should be prioritisation of maintaining ethical boundaries, particularly regarding intellectual property rights and ecosystem integrity. Also, the value of leveraging past successes to inform future advancements in technology should aim to streamline content consumption for fantasy sports fans by consolidating platforms. It is a necessity to provide a comprehensive solution that integrates various content types and personalisation features, reducing redundancy and enhancing user experience. Our prediction is a growing trend towards personalised content delivery and the need for external collaborations to maximise reach and expand the sports landscape."