By Nisheeth Srivastava, Chief Technology and Innovation Officer – India, Capgemini
The day was June 18, 1983 at the Nevill Ground in Tunbridge Wells, England. India’s cricket team was playing against Zimbabwe to win the coveted World Cup. Indian team’s captain, Kapil Dev scored a record 175 runs off just 138 balls, changing the direction of an otherwise low-spirit match and leading the country to victory. To everyone’s surprise, Dev’s iconic performance was never captured on camera and only those present in the stadium witnessed the historic win.
Cut to 2011 when India reclaimed the title of cricket world champions after 28 years. At the time, the final match broke all television viewership records with 135 million people in India watching the game live. In 2023, the finale of the Indian Premier League (IPL) became the most watched digital event globally with 120 million unique viewers tuning in on streaming platform, JioCinema.
The journey of sports viewership in India speaks volumes about the adoption of technology, both inside and outside the venue. Today, tech-enabled experiences are shaping the way people watch their favourite games, follow their star players, get live updates, and socially engage with others.
Inside and outside the venue
The collective energy and excitement of the traditional in-venue sport viewing remains high. The larger fanbase that cannot be present at the venue finds comfort and convenience in outside-the-venue and at-home viewing. As technology enhances viewing experience, many fans prefer consuming sports content over smart phones, streaming platforms, and through social media. Continued technological advances in devices, strong wireless network (5G and so on), and low-latency Internet connectivity have made high-quality sports content accessible without streaming interruption.
Technology also plays a crucial role in digitizing a fan’s journey inside the stadium, but it starts much before the game and continues after the event. From digital ticketing and Internet of Things (IoT)-based parking and entering the venue to ordering food and beverages and allowing streamlined exit processes, people seek experiences that embrace self-service and reduce human interactions.
Advancing experiences
Whether in venues or at homes, sports enthusiasts are increasingly using technology to get real-time updates. Technology is used in obtaining game/player information while viewing a match live and watching 360-degree video replays or previous games. IPL broadcasts allow spectators to view a match from multiple camera angles and use a chat feature to engage with other fans during matches. Fans also receive access to various game-related statistics while a match is live.
Advanced and immersive technologies such as augmented reality (AR) and virtual reality (VR) are becoming mainstream in sports. Using VR headsets, fans can experience sporting events from the comfort of their homes and immerse themselves in a virtual stadium, getting a 360-degree view of the game. AR helps overlay real-time player statistics, scores, and other match-related information onto the live game shown on screens, both inside and outside the venue, and devices.
AR/VR can augment fan experiences in the Metaverse. Fantasy sports and gaming startups such as Dream11, Mobile Premier League (MPL), and OneTo11, and e-sport platforms have the opportunity to add a new dimension to fan engagement by extending their offerings to the Metaverse.
Train to win
Sports technology has been a gamechanger for athletes and their performance. For instance, data analytics allows collecting and analysing relevant historical statistics to prepare an individual or team for the next game and give them the competitive edge. Artificial intelligence (AI)-based performance analytics provides insights into player placement, player movement, and their outcome in a game. Coaches and players can leverage such analytics to improve performance in the future.
Indian startup, SportsMechanics partners with sports organisations to enhance and manage performance effectively. The company offers services such as performance analytics, predictive analytics, broadcast analytics, fan engagement, and more.
A variety of tech-based wearable devices are being used to measure performance and vital functions, including smart watches, smart clothes, heartrate monitors, smart glasses, and AR/VR headsets. These devices are granting access to both health-related information and body-motion insights to prevent injuries. VR, along with 3D-sensor technology, is being deployed for training purposes by giving players real feel of a stadium, including sight, sound, touch, and even smell.
Technology has deeply penetrated into the sports industry. Innovations in AI, IoT, AR/VR, data analytics, robotics, and more will continue to transform the sports landscape in India, digitizing the journeys of athletes, coaches, teams, and fans alike.
