SportsEvents Magazine

FEB 2017

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February 2017 12 ONE- on- ONE t One-on-One features an interview with an influential member of the sports community concerning a specific topic. This month Adam Grossman, CEO and Founder of Block Six Analytics, a lecturer for Northwestern University's Masters of Sports Administration and the co-author of "The Sports Strategist: Developing Leaders For A High-Performance Industry" discusses Augmented Realty. Seldom does any technology platform explode onto the scene in the way Augmented Reality captivated the public in the summer of 2016. You still might wonder what Augmented Reality is — until one mentions that Pokémon Go stands as its quintessential example. More than 30 million app downloads brought in a staggering $1.6 million in reve- nue each day, increasing Nintendo's value by more than $9 billion. While Nintendo reaped the grand rewards, Augmented Reality established itself as a platform that the general public will pounce on when executed properly. It didn't take long for sports organizations to jump on the bandwidth wagon, with NBA teams joining in the fun. With this new uncharted sea of oppor- tunity out there, what should sports events planners know when researching the sub- ject? "A good place to start to learn about Augmented Reality is to look at the dif- ference between Augmented Reality and Virtual Reality," said Adam Grossman, CEO and founder of Block Six Analytics. "Augmented Reality perspective is enhanc- ing the world around you, while Virtual Reality is taking you to a whole new world. "Augmented Reality is focused on what is happening in your current world or cur- rent environment. So you can be walking down the street and an image shows up or content appears or you get information presented to you on what stores are on the left and what person is on the right. So you think of it more that this is the information that is happening around me, it is enhanc- ing the experience around me." With sports events planners in a never-ending battle for participants, an Augmented Reality program could be just the incentive to rise above the competition. "The main opportunity is to create unique content and unique experiences that hap- pen within the context of what we call the sportscape," Grossman said. "When people usually think of sports, they think of the venue itself. What we are talking about is an extension of the sportscape that can include the venue, the parking lot. … You can extend the area for that sport. You can create unique experiences with Augmented Reality devices." That's just what some NBA teams did with Pokémon Go. "Sports teams were creating specific monsters that you could only capture with- in their venue," Grossman said. "There were a few NBA teams that did that, the Sacramento Kings, the Atlanta Hawks and the San Antonio Spurs were teams that did that." As with any new program, getting into Augmented Realty begins with research. In addition to Grossman's book "The Sports Strategist: Developing Leaders For A High- Performance Industry," there are plenty of articles and information on the process. Following the leaders is a fine place to start. "How have others created exclusive content by being at a specific event or loca- tion?" Grossman asked. "Whether that is specific highlight videos or meeting a player in a virtual perspective or unlocking some kind of special content or utilizing some sort of social media in particular, like get- ting access to Facebook Live or Periscope because you are at a certain location. "But at the end of the day, all of this is used to drive people to the venue so you can increase the number of people coming through the sports gate or increase the amount people are willing to pay because of the unique content and unique experi- ence being unlocked through Augmented Reality." In the battle for participants, giveaways BY JOHN REZELL One- on- One Reality Control Grossman "But at the end of the day, all of this is used to drive people to the venue so you can increase the num- ber of people coming through the sports gate or increase the amount people are willing to pay because of the unique content and unique experience being unlocked through Augmented Reality." ''

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