Virtual Fandemonium: Considerations for Virtual Reality In Sports Media Consumption

Virtual FandemoniumConsiderations and Efficacy of Virtual Reality as a Platform for Immersive Sports Media Consumption

Researchers: Matthew Price, MA Tunisha J. Singleton,

MA

What is the fan perception of watching live sports with virtual reality?Is there a demand for a more immersive, interactive environment in sports media?

QUANTITATIVE

RESEARCH STUDY

Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media

3 STEP METHODOLOGY

1.ASK2.CODE

3.REPORT


1. ASK

• Quantitative survey under 4 categories:a) Level of Fandomb) Viewing experiencec) Tech competency with social dynamicsd) Cost-benefit analysis


2. CODE

• Analyze results with SPSS 22 variable coding. • Responses for each question were assigned equal

weight.• Statistical analysis was performed across N=52


3. REPORT

• Respondents are generalized from a population of self-identified fans.

• Results reveal preliminary opinions, value, and expectations of consumers.


a) AFFILIATION LEVEL

Super fan Moderate fan Casual fan Low fan0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Series 1


a) cont’d. AFFILIATION LEVEL

48%

37%

15%

0-2x games3-4x games5+ games

(TIME SPENT; GAMES WATCHED PER WEEK)


KEY TRANSLATION:

• Percentage of Self-Identified Super and Moderate fans = 71%

• Percentage of 0-2 Games Watched per Week = 48%

Affiliation is NOT contingent upon games consumed.

Sport fandom = emotional connection and intrinsic commitment.


b) PREFERRED VIEWING EXPERIENCE

Are fans willing to use VR to watch live sports?

Avg of 6.63 shows a leaning towards VR!


b) cont’d. VIEWING EXPERIENCE

Avg of 3.61 shows a preference for live attendance

Do fans prefer live attendance or VR for sports consumption?


b) cont’d. VIEWING EXPERIENCE

Do fans prefer live attendance or watching the game on TV?

Avg of 3.81 shows preference for live attendance


KEY TRANSLATION:Live attendance provides the best overall sport experience.

However... A desire for deeper immersion is suggested with an interest in VR over standard TV viewing!


c) TECH COMPETENCY W/SOCIAL DYNAMICS


c) cont’d. TECH COMPETENCY


KEY TRANSLATIONVR must incorporate controllable

interactive and social features to be successful in live sports consumption.


d) COST-BENEFIT

(SPORTS SPENDING ANALYSIS)


d) cont’d. COST SPENDING

Avg spent on live events

Willing to spend on VR ticket


d) cont’d. COST BENEFIT

• Avg seating: $949• Premiere seating (courtside):

$30,000• Luxury seating (box suite):

$57,000

Ex: 2013 NBA finals San

Antonio Spurs vs. Miami Heat


TRANSLATION:

• The promise of VR is a comparable viewing experience to premiere, high-end seating – at a fraction of the cost.

• 98.1%, are willing to spend between $0-$100 per “seat” for a virtual version of the same experience.



FINAL DISCUSSION

• With the goal of integrating VR as a sustainable viewing option, it is integral for developers to consider:

• individual tickets and seasonal packages.

• “discounted ticket prices for multiple purchases” (P48)


FINAL DISCUSSION

• Incorporate an option for social viewing and group interaction

• “...Ability to interact with others during it, chat maybe. (P9)

• “would also expect limited or no distractions from other viewers.” (P47)

FINAL DISCUSSION

• Augment the experience with immersive-based features beyond premium seating or traditional home viewing.

• “Extra technological features you won't get in-person: ability to pause/rewind/fast-forward, zoom, change views, overlay commentary, take and upload screenshots HQ sights/sounds” (P38)


ONE BIG THING

VR represents a turning point in media consumption.

The sport experience is no longer storytelling; it’s STORY LIVING.


For further information, contact: Tunisha Singleton, MA – [email protected] Price, MA - [email protected]


Technology

Virtual Fandemonium: Considerations for Virtual Reality In Sports Media Consumption