Testing Sports Fan Experiences in the Digital Age
Gone are the ticket stubs and paper programs of yore. Today, live sports and entertainment are no longer just about what happens on the field or stage — they’re about the entire fan journey. From the moment attendees enter the venue to how they share their experiences during and afterward, arena technology leaders must ensure high-quality blended experiences, both digital and analog.
Fans are paying more for live events than ever. Fan expectations have shifted toward smooth, immersive experiences that use modern technology for everything from seamless venue entry to engaging on social media and purchasing refreshments. Innovations in networking, software, AI and infrastructure now allow arenas to offer more immersive experiences, eliminate crowd friction, add personalized features and deliver advanced digital interactions.
These technology innovations will directly affect the bottom line. PwC Global Sports Survey states that sports leaders expect to see 7.3% market growth for the next 3-5 years, largely fueled by new technological capabilities.
Let’s kick off with some key areas where arena technology leaders can improve the digital fan experience, boosting revenue, fan satisfaction and more.
Blitz the friction points
By digitizing key fan interactions like parking payments, food orders and ticket sharing, arenas can reduce lines and make it easier for fans to pay. Nothing ruins an event more than long lines, ticket snafus and payment issues. Well, unless the technology that is supposed to get rid of those things actually makes for a bigger problem.
The opening night of the Intuit Dome featuring a Bruno Mars concert serves as a good example. While the Intuit Dome is emblematic of the cutting-edge technology many stadiums will soon adopt, the intention of delivering a smooth entry experience did not match the reality for that concert. The failure of the facial recognition system that underpins the arena’s ticketless experience led to long lines of frustrated fans and a two-hour delay. Having a bleeding-edge stadium means putting in the extra work to validate fan experiences — on an initial and ongoing basis.
As arenas shift to digital-first options to reduce friction points, the emphasis on thorough testing is more important than ever to ensure both in-arena and in-app technology work as expected. Mobile apps that help streamline processes, reduce lines and ensure a smooth experience ultimately lead to improved customer satisfaction — and fewer calls to the customer service line.
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5G for the win
5G networks are transforming in-venue experiences. 5G offers tremendous promise in delivering high-speed, low-latency connectivity that can support thousands of connections at once. That means enhancing operational efficiency and boosting existing systems. These enhancements are crucial for features like mobile ticketing and food ordering, which we mentioned above, and live digital interactions, which often fail due to overwhelmed networks in crowded venues.
Private 5G networks play an important part of modern arena experiences, as fans want to engage more deeply — and immediately. As many as 58% of fans want access to the same statistics, analysis and replays they get when watching at home, sometimes minutes after a play. 5G is the key to delivering these feature-rich experiences, handling high traffic without degrading performance.
And as live-event experiences continue to grow more digital and immersive, that network layer becomes essential. 5G is not only the gateway to the functionality available now, but also the imperatives of tomorrow. Ensure these networks work on the many fan and employee devices that will connect with them, both when the arena is empty and when it’s sold out.
Seeing the whole field
Advanced geolocation and chat features open new ways to improve the in-arena fan experience. Imagine using a mobile app to navigate the venue, find your seat, track down that elusive jumbo pretzel or locate friends. Pinpoint geolocation accuracy matters when trying to navigate between thousands of people and dozens of concession options.
Similarly, chatbots powered by generative AI are becoming a popular option to help answer real-time questions, such as where to find the nearest restroom or how to order a multi-game ticket package. Consider examples like the Tampa Bay Buccaneers’ “How May I Help You” chatbot and the Atlanta Falcons’ “Ask Arthur.” These gen AI-infused apps — along with others being developed by professional sports leagues and media partners — show how chat features are evolving from simple tools to advanced assistants that enhance engagement and address nuanced questions.
Test these features in real-world environments, an area Applause specializes in, to ensure that fans get accurate and helpful responses. The last thing your brand needs is a poor or harmful response leading to a poor experience or worse. What if a fan has a dietary restriction? Will your chatbot lead them to a safe snack option? Better safe than sorry.
Being a team player
Loyalty programs and gamification are emerging tools for arenas aiming to keep fans engaged year-round. Consider the importance of season-ticket holders, huge revenue drivers for any arena. The ability to implement loyalty features, such as earning points for attending events or using them for purchases at the venue, is a huge way to reward their patronage.
To take it a step further, arena technology leaders can gamify these loyalty experiences to create deeper engagement. Many loyalty programs include some forms of gamification, even if it’s just a progress bar progressing to a free menu item. But a gamified experience at a sports game is a natural fit, one that’s likely to boom in the coming years. Perhaps these gamified loyalty experiences unlock exclusive team or venue rewards.
There’s so much potential — if it works. Test these loyalty features with recurring and new arena attendees alike to ensure smooth and engaging experiences for everyone. Real-world testing can confirm, for example, that rewards are easy to redeem and that signup is smooth, helping venues drive repeat visits and increase fan satisfaction.
Getting fans in the game
Augmented reality (AR) adds an exciting new dimension for live events. AR offers unique, interactive experiences that can change how fans interact with the game from the comforts of their seats.
The NBA, for instance, has used AR to let fans turn live game action into cartoon-like experiences, providing a new perspective beyond the regular viewing experience. Likewise, some NFL teams are implementing AR to boost engagement between fans, liven the experience during pregame or halftime and enhance stadium tours.
These types of AR experiences drive engagement, whether by providing custom replays or adding digital overlays that change the physical environment. Test these AR elements in real-world conditions with real fans to ensure the experience is immersive and frictionless. Effective AR elements create memorable moments that draw more fans to the arena.
A real game changer
Fans expect more from live events in our digital age — and they deserve to get it. For arena technology leaders striving to deliver these immersive, integrated experiences, rigorous testing is the path across the goal line. Just like in sports and live entertainment, preparation is everything: ensuring that all systems work smoothly can prevent a cascade of issues that lead to fan frustration and professional embarrassment.
Applause’s real-world testing approach leverages a global community of more than one million digital experts around the world to conduct comprehensive, in-market testing. With Applause, arena technology leaders can replicate real-life scenarios, thus identifying bottlenecks and barriers to innovation. Whether it’s confirming geolocation accuracy, accurate digital payments for concessions or verifying the robustness of AR features, Applause captures insights that traditional lab testing simply can’t match, ensuring seamless functionality under the stresses of a live event.
Immersive digital experiences are transforming live events — but only for the arena technology leaders poised to capitalize. From eliminating friction points to enhancing fan engagement, the opportunities for arenas to elevate fan satisfaction are endless. Real-world testing is essential to realizing this potential.
Ready to take your fan experiences to the next level? Let’s connect today to discuss how to ensure your immersive in-arena experiences secure victory.
10 min