From shopping to visuals, immersive technology is being used to redefine the fan experience at sporting venues around the world, says journalist and industry insider John Sheehan
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In a bid to draw fans away from their state-of-the-art entertainment systems, plush sofas and instant takeaways at the tap of a phone screen, venue operators worldwide are investing in innovative stadium technology in an effort to entice them to the in-stadium experience.
Aware that nothing can rival the febrile energy of being at a game, or at the heart of the action at a live event, fans are being guided on a journey from their homes to the event and back with offers of not-to-be-missed experiences and time-saving solutions.
From easy car parking to seamless entry, frictionless shopping experiences to eye-popping visual displays, this end-to-end experience is a clear attempt to offer fans an ever-bigger bang for their buck – whilst boosting spectator numbers and, therefore, finances.
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Fans and tech in sync
“The star of the show needs to be the action and everything else is the supporting cast,” says Chris Dite, global and sports architecture leader at Arup. “It’s about finding a way that technology and humans can work together so the tech is taking the load and allowing the humans to be more informed. The technology can tell me where to park easily and, having done so, I’m walking towards the stadium and my digital tickets ping and light up as I approach. I pass through quickly and find my friends on the concourse through the club app, rather than having to hunt around for them.”
Arup has spent a lot of the last 15 years designing buildings with the minimum number of toilets and the minimum quota of food and beverage outlets in order to meet regulations. Now, running to the minimum is no longer appropriate to give the fans what they want. Dite believes the industry as a whole needs to step beyond the minimum into the next level of comfort and service – digital service as well as physical.
Enhanced connectivity
In connected stadiums, LED displays are in place to keeps fans informed, entertained and engaged throughout their visit. Digital display technology can guide fans to their seats and send them to less busy concession stands or restrooms.
Taking in the live action at a connected stadium is a whole new added experience. Vivid video boards and eye-catching centre-hung display systems show instant replays and interactive messages that entertain the crowd.
When fans of the NBA’s LA Clippers headed to the season’s opening game at their new Intuit Dome home recently, they were met with some of the most advanced fan engagement technology on the planet.
The new arena in Inglewood, California, is the crown jewel of a $1.8 billion sports complex –and Clippers’ owner, the multi-billionaire Steve Ballmer, has ensured that visitors to the venue are entertained and assisted by acres of digital real estate from street to seat.
The main fan engagement method, Intuit Dome’s double-sided halo display, features 38,375 square feet of digital canvas. Fans can interact with the board from their seats, which all have a permanent LED installation directly integrated to create immersive light shows and maximise fan engagement.
A four-button gaming pad on the seat armrests also allows fans to interact with the halo board’s games and experiences. Ballmer was keen to create a home-from-home experience for fans that includes comfortable seats as well as quick and easy access to food, beverages and bathrooms.
Beating the rush
In many venues today, the halftime rush to beat the crowd to the concession stand can be avoided thanks to downloadable apps enabling fans to pre-order their drink, meal or snack for pickup – or have it delivered to their seat.
“I think there have been some massive moves in F&B recently with RFID and video capture being used in the Amazon Just Walk Out stores which are popping up on concourses,” says Dite.
The technology has already been in place at the UBS Arena in New York for two years. The SSE Arena, Belfast launched a Just Walk Out store in March this year, and first-time users have an average transaction time of less than a minute, with return users in and out in as little as 10 seconds. This increased throughput has led to an uplift in sales of 10-40%, depending on the event.
“The aim is to strip out the mundane and the need to queue. I think that technology is fantastic, as is the way kit in team stores can now be personalising so quickly. It’s no longer a long, laborious process. Some of the innovation we are seeing in the States around ticketing is very interesting as well.”
The recent emergence of being able to swap seats during the game when better ones become available is a prime example. Basketball game seats are expensive at the front, with the disparity between front and back markedly high. But if the game is one-sided, people near the court tend to leave early; now at the end of each quarter, you can upgrade to a seat closer to the action for $20 via an app. Being able to have an in-game upgrade experience is an exciting advance.
Hitting up younger audiences
As event goers grow older, clubs are looking at new ways to attract and retain younger audiences using the latest technologies. A shared augmented reality (AR) platform developed by ARound boosts fan engagement and sponsor opportunities by offering immersive and interactive in-stadium experiences connected to the stadium environment, game action and fellow fans.
For example, when a player comes up to bat, a fan can hold up their phone to the plate where the batter is standing, and a range of advanced statistics are displayed such as the batter’s spray chart from the previous game, or every hit that he’s had throughout the season, all overlaid on top of the real-world view. They can even play catch with their neighbor.
Fans as active participants
This technology has just been introduced at Major League Soccer Minnesota United’s home ground and is already in play at the Minnesota Twins’ Target Field home. The technology turns Major League Baseball spectators into active participants at Target Field. The Twins state that fans love the app, and engagement with it has been really positive.
“I think digital overlays on top of the physical world are going to be a hallmark of the Web3 world,” says Chris Iles, head of innovation and growth, Minnesota Twins MLB.
Minnesota United have also just embraced the technology for the new Major League Soccer Season at Allianz Field. The ‘Loons Liftoff’ experience allows fans to hit virtual targets and collect points as they work as a community to summon the Dethloon, a nod to Minnesota United’s fan culture and beloved mascot.
“This collaboration with ARound and Target exemplifies our commitment to innovation and community,” said Evan Entler, vice president of digital media at Minnesota United. “We’re excited to see how fans react to this unique blend of tradition and cutting-edge technology.”
Josh Beatty, founder and CEO of ARound, added: “These new experiences merge physical and digital worlds in an unprecedented display of team spirit and innovation, bringing fans right into the action.”
