Action replay is no longer an element that only TV viewers have come to expect. Playing the highlights of a game on digital signage displays at stadiums have become a significant part of a fans immersive experience, says Andy Starks, co-founder of Tightrope Media Systems The traditional concept of the sports stadium was a venue […]
Action replay is no longer an element that only TV viewers have come to expect. Playing the highlights of a game on digital signage displays at stadiums have become a significant part of a fans immersive experience, says Andy Starks, co-founder of Tightrope Media Systems
The traditional concept of the sports stadium was a venue where fans arrived, watched a game, and went home again. All of the action was laid out on the pitch in front of them with a scoreboard in view, and that was the limit of entertainment.
Over the years, thanks to technology breakthroughs, new and retrofit stadiums like those in development throughout the Middle East are able to capitalise on video technologies, including instant replay and digital signage.
These technologies provide fans with an immersive experience in the stadiums as they use video technology to captivate audiences, create an emotional connection and build a sense of community around the team and the venue. This, in turn, is helping increase revenues in memorabilia, food and beverage sales.
Video technology is critical to making this happen. Lets take a look at how instant replay and digital signage solutions impact the stadium experience.
Instant Replay Technology
First, inside the stadium, you need oversized screens that offer the replays that audiences expect. On television they will see a critical play from multiple angles, slowed down where necessary. In a stadium, now they instinctively look for the same replays on the big screen.
If a match is being covered by a broadcaster, then you may be able to tap into their coverage. But loyal fans expect the same presentation whatever the game, which means you have to plan for multiple replays. To accomplish this, stadiums will have to install a replay server, and preferably one that is simple enough to be rapidly understood by occasional operators, rather than requiring a professional (and expensive) operator skilled in using the standard broadcast tools.
Stadium owners underestimate the power of replays. They should use the big screens to build the atmosphere, and the sense of community in supporting the team. Show clips from earlier games, special video with interviews, features on training camps, or games and competitions for team prizes all help. Use live and recorded video on the screens to build the atmosphere so the excitement level is high the minute the athletes appear.
Digital Signage Solutions
Having built a library of content, this should then be used in multiple areas such as the food concession areas to make them communal gathering places. Build kiosks showing specific aspects of the teams history.
Emphasise the legacy of the stadium.
This sounds like a major project, but is a simple digital signage implementation. A central server can distribute different content to screens around the stadium. Simple programming tools can automate the content distribution to a timeline.
If you have a digital signage system, you can extend it into other areas. Sophisticated stadium systems provide digital signage all the way down to the menus on the food concessions. Different types of events stadiums host concerts and sports at different times of the day, and year. Hence, the food and drink offering can change.
You could do this by tearing down printed signage and replacing it, or you could simply do it by pressing a button on the digital signage controller.
The idea of replacing printed signage is important, by the way.
A recent study by the Harvard Business School found that the typical digital signage system pays for itself in 18 months through savings in print. It is more environmentally friendly then constantly recycling paper, too.
Digital signage need not be hugely expensive. An IP network is relatively low cost to install, even around all areas of a large stadium, and it is certainly something that should be considered in any refurbishment programme: it is not restricted to new builds.
Operationally, the important thing is to choose technology including creating and scheduling the messaging and video content, and the live replay server or servers which does not need specialist staff, and particularly those who need to be hired in at freelance rates for major events.
On the revenue side of the equation, the system creates opportunities for advertising and sponsorship, opportunities that do not exist without the technology. The density of advertising and sponsorship on the screens is your commercial decision, but remember that with digital signage it is completely dynamic and flexible.
Digital signage installations in sports stadiums also have the capability to deliver the killer blow American operators have taken to calling it going red when every single screen in the place shows a single message at the same instant. If your key sponsor wants a way to stress a message this is a powerful tool.
Even better, although you can command a high price for it, the cost to deliver it is just a minute or two of time on the scheduling screen.
The modern stadium can become the centre of the sports community, welcoming fans in, entertaining them before and after a game, giving them the same viewing experience they would get at home with the best television coverage, and creating a strong sense of belonging. The same video and digital signage technology can open up new opportunities for the stadium owner, generating new revenue and reducing traditional operating costs. Unlike the game on the pitch, this is surely a win-win.
Andy Starks is co-founder of Tightrope Media Systems.
