Defining the Sports Experiences of Tomorrow: Data-driven Virtual Recreations
Learn how Hawk-Eye's skeletal tracking technology is proving integral to defining the most innovative sports experiences for fans across multiple demographics, with a focus on younger generations. Read on.
by Michalis Michaelides
In today’s fast-paced digital world, the way fans consume sports is constantly evolving. Younger audiences, in particular, display shorter attention spans, challenging the traditional definitions of fandom. Fans no longer engage solely through TV broadcasts or attending live games; social media has taken an active role in shaping how fans interact with their favourite sports, leagues, and teams.
The New Age of Sport Consumption
The monetary value of sports media rights has skyrocketed, and this is mostly evident across major sports leagues, worldwide. For instance, in July 2023, the NBA announced a historic $76 billion, 11-year broadcasting rights deal. Yet, only months later, NBA Commissioner Adam Silver openly addressed the league’s declining TV ratings. Despite this, he noted that fan interest remains as strong as ever.
So, how are major sports leagues addressing these challenges? The answer lies in recognising that while fan interest persists, the nature of consumption has shifted. For example, the NBA’s official Instagram and X (formerly Twitter) accounts collectively boast over 137 million followers –a clear indication of an engaged audience that consumes content in different ways.
Speaking the Language of Modern Fans
Sports leagues are well aware of this shift. There’s no universal solution to adapt to changing consumption patterns, yet innovation is key. The industry’s response has been to create immersive, engaging experiences tailored to the preferences of younger audiences—essentially, speaking their language.
Enter Skeletal Tracking Technology
Sony’s Hawk-Eye’s cutting-edge skeletal tracking technology, SkeleTRACK, utilised by sister company Beyond Sports to create immersive virtual recreations, sits at the heart of this innovation, enabling sports organisations to reach younger audiences. By leveraging skeletal tracking, together with virtual recreation of the action, in real time, sports leagues can offer alternative broadcasts that captivate and resonate with modern fans.
A Track Record of Success
Hawk-Eye’s SkeleTRACK captures 29 key skeletal points on an athlete’s body in real time. This data forms the foundation for creating virtual recreations that bring sports to life in exciting new ways.
Since its debut in collaboration with the NHL and Disney in 2023, SkeleTRACK has powered numerous award-winning alternative broadcasts. These collaborations include projects with the NHL, NFL, and NBA, showcasing the technology’s potential to transform traditional sports viewing.
Beyond Sports: Elevating the Game
Beyond Sports, part of Sony’s Sports Businesses, specialises in AI-driven data analysis and visualization. By transforming skeletal tracking data into live virtual recreations, Beyond Sports delivers unique and immersive sports content designed for younger audiences.
Among the most notable collaborations in the recent past we mention:
- The Simpsons Funday Football with the NFL: Beyond Sports partnered with the NFL to create a one-of-a-kind broadcast where fans experienced a live football game through the lens of their favorite Simpsons characters.
- NBA’s Animated Christmas Day Broadcast: on Christmas Day 2024, Beyond Sports and the NBA delivered the first fully animated presentation of an NBA game. Viewers watched the New York Knicks and San Antonio Spurs compete in a virtual recreation featuring beloved Walt Disney characters.
Both projects utilised Hawk-Eye’s skeletal tracking technology, integral to the animated broadcast delivered to various audiences across different demographics.
The Future of Sports Consumption
What does the future hold, then? The success of these innovative broadcasts underscores a critical point: the future of sports consumption lies in adapting to changing audience preferences. By blending technology with creativity, sports organisations can redefine how fans engage with their favourite teams and idols.
Skeletal tracking technology and its applications in virtual recreations mark a pivotal step in this evolution. With young fans craving more interactive and immersive experiences, the sports industry’s embrace of such advancements ensures that fandom continues to thrive in the digital age.