Sports Solutions × Technology Start "Augmented Viewing" today!

The SPOLUTION team is a solutions unit striving to create new business opportunities by viewing sports content not just as media content, but also as a solution. Team members will introduce upcoming sports-related business opportunities from their respective perspectives in a relay column format.

Hello everyone. I'm Yoshizawa from the SPOLUTION team.
With the FIFA World Cup underway, I hope you're not losing too much sleep!

This time, I'd like to focus on introducing examples of how technology is being used to enhance the sports viewing experience.

The Hyper-Reality of Replay Technology!

First up is " freeD™ " from Replay Technologies, Inc. in the US. Many of you may already be familiar with it, but first, please watch this video.

Replay Technologies, Inc. (Replay), makers of the revolutionary, freeD™ (free dimensional video) broadcast technology.

With " freeDTM," multiple cameras are installed and synchronized to capture footage. The relative positions of each camera relative to a specific subject (player) are then processed by a computer and converted into 3D data. This allows you to pause at any moment and view the action from any angle. NHK's Broadcasting Technology Research Laboratory demonstrated a similar concept called "Gurutto Vision" last year, while NBC in the US is already using it for live replays during broadcasts. While TV broadcasts were meant to be an alternative for those unable to attend stadiums (and I still believe nothing beats the stadium experience), they are now beginning to surpass what humans can imagine, potentially creating new value distinct from the stadium experience itself.

The Potential of the Next-Generation Broadcast Standard "Hybridcast"

Next, a domestic example: the semifinals and finals of the "All Japan High School Girls' Soccer Championship" broadcast by TBS this past January. Viewers could freely arrange various soccer match data on their TV screens using their TV remote or a smartphone app.

This utilized "Hybridcast," a next-generation broadcasting standard standardized by NHK and launched last September. While traditional data broadcasting used the BML description language transmitted alongside the broadcast signal, "Hybridcast" employs HTML5, the same as the internet. This enables richer expression than before by utilizing both broadcast and communication channels (requires a compatible TV).
Now, I digressed a bit, but returning to the topic: During the high school girls' soccer broadcast, this technology displayed real-time data on the TV screen. This included each player's distance covered, number of passes, success rate, and heatmaps of their movements on the pitch. While similar data might be shown during halftime in soccer, this allowed viewers to select and display the specific data they wanted, when they wanted it, in sync with the game's progress. Seeing the TV screen filled with data, I became convinced this could become a new standard.

A New Way to Enjoy Sports Through Stats Data

Now, the various data points discussed regarding sports matches are called stats data. Originally, as depicted in the movie "Moneyball," this data was collected to strengthen teams. Watching sports broadcasts while predicting player form and match/race developments based on this data is enjoyable and teaches us new ways to view and enjoy sports.
The free soccer app "Stats Zone," provided by the long-established British soccer magazine "FourFourTwo," allows for detailed analysis based on stats data from major European leagues and matches in the currently ongoing FIFA World Cup. Beyond the data featured during live broadcasts, you can examine various detailed metrics by player or time segment. For instance, if you think "That player wasn't quite on form today" after watching a match, you can easily verify it yourself. Or, by researching where the next opponent tends to win the ball on the pitch or their common attacking patterns, your perspective on the game will surely change.
Download here (currently only available for iOS)

Soccer FourFourTwo Football Stats Zone: powered by Opta

Alright, next is the last one. This is getting a bit long. Sorry about that.

Let's dive right in: Multi-angle

Watching sports broadcasts, everyone has probably wished at least once they could freely choose their own camera angle. Yes, multi-angle viewing.
When a goal is scored, during a close call, or when a spectacular skill is executed—broadcasts do offer various angles, but you often want to replay scenes to see the expressions of the manager, coaches, or other players.

Moreover, the experience of watching as if seated somewhere in the stadium, or focusing solely on a specific player, is now a reality.
For the currently ongoing FIFA World Cup, there's already a free app called " Legends Stadium 2014 " that lets you experience multi-angle viewing. Be sure to give it a try.

iOS Version: FIFA World Cup LEGENDS STADIUM 2014
Android Version: FIFA World Cup LEGENDS STADIUM

At the recent NHK Technical Research Laboratory open house, they demonstrated multi-angle golf broadcasting using the Hybridcast technology mentioned earlier. Golf is also a sport that lends itself perfectly to multi-angle broadcasting. You can follow only your favorite players, or focus only on difficult greens to compare each player's strategy. The enjoyment of watching sports continues to expand.

Incidentally, when trying to switch between images from various angles in real time on a large TV screen, there is actually still a time lag, but it seems that new technology will enable synchronization by 2020 (more precisely, around 2018). Personally, I'm really looking forward to this.

Now, I've talked about enhanced sports viewing using keywords such as replay technology, Hybridcast, stats and data, and multi-angle viewing.
Looking ahead to 2020 (and beyond, of course), I believe even more new technologies will be developed. For example, feeling a player's heart rate or the emotion behind every pitch and swing, or conversely, conveying the viewer's emotions to the players. Or perhaps experiencing the impact felt by the players.

For companies supporting sports, I believe the possibilities for new brand communication that connects sports and fans will expand. This will be achieved by skillfully utilizing new technologies to support the provision of new viewing experiences and new ways to enjoy sports for fans.

 

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★What is the "Sporolution" Team?
This is an internal unit within Dentsu Inc. that approaches sports content not merely as "media assets," but as "solutions" to address business challenges and project objectives.
The team brings together diverse talents including strategic planners, promotion planners, copywriters, art directors, technologists, consultants, and producers, all with extensive experience in sports planning. Through our Solution Director system, we provide not just "ideas for expression," but also "ideas for solutions," all under one roof.