The changing face of how we interact with sports

Updated: Feb 10

Stay On Target: A Technology in Sports series Leaders in Sport feature, brought to you by Target3D, the Home of Motion Capture


In the last in their 3 part series looking at the way technology is used in our training, development, understanding and consumption of sports, Target3D co-founder, Ashley Keeler, discusses the changing face of how we interact with the sports we watch and we asks whether broadcasting needs to evolve to stay relevant.

We touched on the online public outrage from annoyed football fans over the use of the video assistant referee (VAR) in our last article. When stories like that hit the headlines, you’d be forgiven for thinking that the intrusion of technology into sport can only be a bad thing. In fact, technology is having a huge impact on sports broadcasting and how spectators consume their favourite sports. In the future we may well rely on AI generated highlight reels or VR broadcasting but right now we can already see the downward trend of video on demand (VOD) while the rise of paid for online video services continues to soar. The reality [or mixed reality] is that the spread of technology throughout sports in general is creating new experiences for fans and game-changing ways for them to interact with sport.

Some of the experiences are transformational, like allowing audiences to sit within the cockpit of a Formula 1 car through consumer-level virtual reality (VR) headsets – some are more practical, like the checking of odds via gambling apps, smooth viewing for audiences with poor internet connections, or assisting clubs in their pre/post-match analysis.

No matter how revolutionary the technology, what’s interesting to me is how the new developments are altering the ‘fan experience’.