Virtual Fandomonium: Considerations and Efficacy of Virtual Reality as a Platform for Immersive Sports Media Consumption

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What is the fan perception of watching live sports in virtual reality?  Is there a demand for a more immersive, interactive environment in live sports consumption? This presentation highlights a research study conducted by two Media Psychologists to determine the efficacy and suggestions of using VR as a platform to consume live sports.

Technologie

Virtual
Fandomonium
Considerations and Efficacy of Virtual Reality as a
Platform for Immersive Sports Media Consumption
Matthew Price, Ph.D.
Tunisha J. Singleton, Ph.D
© 2016

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

3 STEP METHODOLOGY
1. ASK
2. CODE
3. REPORT

1. ASK
• Quantitative survey under 4 categories:
a) Level of Fandom
b) Viewing experience
c) Tech competency with social dynamics
d) 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
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Super fan Moderate fan Casual fan Low fan
Series 1 32.70% 38.50% 17.30% 11.50%
Series 1

a) cont’d.
AFFILIATION LEVEL
48%
37%
15%
0-2x games
3-4x games
5+ 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
Do fans prefer live
attendance or VR for
sports consumption?
Avg of 3.61 shows a
preference for live
attendance!!

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:
However...
A desire for deeper immersion is
suggested with an interest in VR over
standard TV viewing!
Live attendance
provides the best
overall sport
experience.

KEY
TRANSLATION:
VR 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

$KEY 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- $100 per “seat” for a virtual version of the same experience.$

FINALDISCUSSION • 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)

FINALDISCUSSION • 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)

FINALDISCUSSION • 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)

ONEBIGTHING VR represents a turning point in
media consumption.
The sport experience is no longer
storytelling; it’s STORY LIVING.

For further information, contact:
Dr. Tunisha Singleton, Dr. Matthew Price

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Virtual Fandomonium: Considerations and Efficacy of Virtual Reality as a Platform for Immersive Sports Media Consumption

2. 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

3. 3 STEP METHODOLOGY 1. ASK 2. CODE 3. REPORT

4. 1. ASK • Quantitative survey under 4 categories: a) Level of Fandom b) Viewing experience c) Tech competency with social dynamics d) Cost-benefit analysis

5. 2. CODE • Analyze results with SPSS 22 variable coding. • Responses for each question were assigned equal weight. • Statistical analysis was performed across N=52

6. 3. REPORT • Respondents are generalized from a population of self-identified fans. • Results reveal preliminary opinions, value, and expectations of consumers.

7. a) AFFILIATION LEVEL 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Super fan Moderate fan Casual fan Low fan Series 1 32.70% 38.50% 17.30% 11.50% Series 1

8. a) cont’d. AFFILIATION LEVEL 48% 37% 15% 0-2x games 3-4x games 5+ games (TIME SPENT; GAMES WATCHED PER WEEK)

9. 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.

10. b) PREFERRED VIEWING EXPERIENCE Are fans willing to use VR to watch live sports? Avg of 6.63 shows a leaning towards VR!!

11. b) cont’d. VIEWING EXPERIENCE Do fans prefer live attendance or VR for sports consumption? Avg of 3.61 shows a preference for live attendance!!

12. 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!

13. KEY TRANSLATION: However... A desire for deeper immersion is suggested with an interest in VR over standard TV viewing! Live attendance provides the best overall sport experience.

14. c) TECH COMPETENCY WITH SOCIAL DYNAMICS

15. c) cont’d. TECH COMPETENCY

16. KEY TRANSLATION: VR must incorporate controllable interactive and social features to be successful in live sports consumption.

17. d) COST-BENEFIT (SPORTS SPENDING ANALYSIS)

18. d) cont’d. COST SPENDING Avg spent on live events Willing to spend on VR ticket

19. 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

20. KEY 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.

21. FINALDISCUSSION • 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)

22. FINALDISCUSSION • 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)

23. FINALDISCUSSION • 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)

24. ONEBIGTHING VR represents a turning point in media consumption. The sport experience is no longer storytelling; it’s STORY LIVING.

25. For further information, contact: Dr. Tunisha Singleton, Dr. Matthew Price

Virtual Fandomonium: Considerations and Efficacy of Virtual Reality as a Platform for Immersive Sports Media Consumption

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