Siddharth Raman, CEO, Sportz Interactive shares about the evolving landscape of sports fan engagement.
Engagement and viewing experiences of a sports fan have evolved significantly as technology keeps transforming. Sportz Interactive has exclusively shared to ET Edge Insights that it has surpassed 100 crore mark in revenue and has been growing at a CAGR of 20-25% for the past three to four years and their revenue is in the 17-20million USD range, through their sports fan engagement and experience delivery.
ICC Cricket World Cup 2023 left a lasting impact on both business and fan engagement ecosystems, showcasing a steadfast passion for 50-over cricket despite concerns about attention spans and the popularity of T20 cricket. Fueled by India’s remarkable performance, the tournament reaffirmed the enduring relevance of ODI cricket in the digital era. Sportz Interactive reports that they have engaged over 300 million fans overall and over 50 million fans during the World Cup in 2023.
Fans are an integral part of sports and throughout the years, both fan engagement and the viewing experience of cricket have undergone significant evolution. These transformations have revolutionized how audiences interact with the sport, enhancing their overall enjoyment and immersion in the game.
Founded in 2002, Sportz Interactive has identified the growing demand for fan engagement and decided to deliver to the evolving landscape through better technology and experience.
The company mirrors the evolution of Indian sports fans and the internet. Initially focused on updating fans on scores, it progressed to catering to team-related updates to engage fans. Their vision, from 2014 to 2021, aimed to transform the sports fan experience.
Collaborating with various sports entities like BCCI, Mashal Sports, ICC, Olympics, Formula One, UEFA, and multiple other entities, they realized the need for a refreshed approach in fan engagement due to the range of their offerings and deep relationships with these partners.
According to Siddharth Raman, CEO, Sportz Interactive, in the business of sport there are three revenue streams -one is media rights which is broadcast of live sport, second is ticket sales, merchandise, etc. and third is sponsorship brands. The company assists sports organizations and clients in enhancing their ability to attract, keep, and monetize fans, fostering meaningful interactions with the key stakeholders.
“In today’s sporting landscape, digital transformation is the cornerstone propelling organizations towards acquiring, retaining, and monetizing fans, while placing media, sponsorship, ticketing, sales, and merchandise at the heart of this transformative journey,” says Siddharth Raman, CEO of Sportz Interactive.
Coping up with the evolution of sports fan behaviour
As new trends have evolved, sports fandom has transformed the fundamental nature of fan involvement.
Fans now prefer analysis of each ball per over, interaction, and other details rather than just knowing the scores as it was in the past. Additionally, there is a lot on the line when it comes to producing visually appealing or chart-based content for fans, thus the market is constantly evolving to provide seamless experience to fans.
For example, the Indian Premier League (IPL) has undergone significant transformation since its inception in 2008, with the advent of Sony Six in 2012. The consolidation of Star and Hotstar in 2019 marked a shift of fans towards digital platforms, fueled by the Jio revolution. The affordability of data and smartphones enabled fans to engage with live matches, highlights, and scores, fostering a connected sports-watching habit.
According to Raman the landscape expanded to include website and mobile app development, social media content creation, and content creation.
In 2022, private equity investments entered the IPL arena, signaling a transformation from a status symbol to a business venture. The focus now is on leveraging first-party data to personalize experiences for millions of fans, influencing media rights and sponsorship values.
“The ARC framework (Fan Acquisition, Retention, Commercialization) is a crucial player in this digital transformation, aiding in the acquisition, retention, and commercialization of sports fans. This comprehensive approach enables sports entities to secure sponsorships based on fan intelligence and facilitate direct consumer transactions,” says Raman.
As the digital landscape evolves, the emphasis lies on acquiring, retaining, and commercializing sports fans through a holistic approach encompassing social media outreach, platform-owned assets, and targeted marketing strategies.
“Our content strategy thrives on real-time analytics, guiding us to identify the pulse of our audience. When a particular piece of content gains traction, we don’t hesitate to double down on its success, amplifying its reach and impact. By leveraging data insights, we optimize our efforts, ensuring that every post resonates with our audience and drives engagement effectively,” adds Raman.
In cricket data services, they offer extensive big data solutions available in 20 different languages. Their IPL coverage on the OTT platform includes commentary in 12 languages, catering to diverse regional audiences. This localized approach not only attracts more advertisers but also enhances engagement by tapping into specific language demographics.
For sports like football and kabaddi, similar spikes in viewership are observed in regional languages, particularly in West Bengal, South India. This trend reflects the growing preference for vernacular commentary, presenting lucrative opportunities for both broadcasters and advertisers to expand their reach and share of the market.
Igniting fan engagement with technology innovation
In the ever-evolving landscape of sports entertainment, the fusion of technology and fan engagement has sparked a revolution, reshaping how audiences interact with their favorite sports.
The evolution of IPL reflects a dynamic journey from TV-centric beginnings to a digital-driven era.
“With the digital insurgence watching live matches, highlights, and staying connected has become a seamless experience, shaping new behaviors among sports fans,” says Raman.
This transition led to a reevaluation of the value of first-party data, prompting sports organizations to prioritize platforms they own to gather comprehensive insights into their fan base. This shift towards leveraging first-party data aims to personalize fan experiences at scale, thereby enhancing engagement and monetization opportunities.
As per Raman, the busy cricket season is not only characterized by intense work but also by data-driven decision-making. Real-time analytics guide content strategies, enabling the team to identify what resonates with audiences and adjust tactics accordingly.
This blend of subjectivity, driven by the team’s sports fandom, and data analysis ensures that content remains relevant and impactful in a fast-paced, ever-changing sports environment.
Their ARC framework facilitates digital transformation by integrating various elements of fan engagement and monetization, ensuring organizations adapt to the digital paradigm across all facets of their operations.
“At the intersection of digital innovation and fan-centricity lies the power to revolutionize sports engagement. By harnessing predictive data analytics and comprehensive sports data, we not only delve into the technical intricacies of the game but also prioritize the fan experience,” says Raman.
They can analyze over 40 to 50 data points per delivery, offer insights that surpass mere statistics, enabling them to anticipate outcomes and enhance the fan journey.
“Our commitment to placing the fan at the heart of our endeavors drives us to continuously innovate, ensuring that every digital interaction amplifies their passion for the game,” adds Raman.
AI and machine learning enhancing viewing experience
Utilizing technologies like artificial intelligence and machine learning enhances fan engagement through real-time, data-driven experiences it also allows seamless delivery of content to fans during live matches, significantly enriching their viewing experience.
For instance, during IPL broadcasts on platforms viewers are treated to a dynamic overlay featuring pitch maps, wagon wheels, and real-time player stats, empowering them to access pertinent information without disrupting their live viewing.
Behind the scenes, partnerships with broadcasters revolutionize highlight creation processes, leveraging AI algorithms to automate and expedite production. By integrating data feeds with live video streams, critical events are promptly identified and ranked based on their significance.
This streamlined approach ensures that within minutes of a match’s conclusion, comprehensive highlight packages are readily available, meticulously crafted to capture the essence of the game.
“Our algorithm assigns weight to events based on the match context, prioritizing critical moments like dot balls in the final over early boundaries. It also incorporates optical recognition to identify key graphics, such as player milestones, ensuring comprehensive coverage in highlight reels. This approach enhances the quality and relevance of highlight packages, delivering an enriched viewing experience for fans.”
Through continuous refinement and adaptation, these technological innovations evolve to meet the demands of sports broadcasting.
Ultimately, this behind-the-scenes orchestration of data and technology serves to elevate the graphical presentation and narrative coherence of broadcasts, enriching the viewing experience for cricket enthusiasts worldwide.
Their intension to data privacy and security is distinct by adhering to strict standards, such as GDPR compliance, irrespective of geographical jurisdiction. They prioritize safeguarding their clients’ first-party data through meticulous measures, including stringent data processor agreements and transparent protocols for data sharing and storage. This commitment underscores their unwavering resolve to uphold data integrity and foster trust with both clients and their audiences.
International leagues are also considering the Indian audience. He notes the tremendous pace of today’s sports calendar as he reflects over the frenzy of activity in the sporting world. The era of occasional breaks between competitions is long gone; instead, T20 leagues, football events, and collaborations are springing up all over the world in a never-ending frenzy. And Sportz Interactive is spearheading this transformation, placing the fan at the heart of every endeavor to amplify their passion for the game.
