Three things for 2017 in digital sport

Carlo De Marchis, chief product officer at deltatre, shares what he considers to be the most important things in the ever-expanding digital sports sector in 2017.

Three things for 2017 in digital sport

As I consider 2017, this is what springs to mind …

“Raindrops on roses

And whiskers on kittens

Bright copper kettles and warm woollen mittens

Brown paper packages tied up with strings

These are a few of my favourite things”

Julie Andrews — The Sound of Music — 1965

 

Personally, a few favourite things I would consider for digital sport in 2017 are:

1. OTT, OTT, OTT (live-streaming etc… #whateveryoucallit)

2. Immersive, VR, AR will make it or break it

3. Advertising and sponsorship changes are coming

 

1. OTT and live-streaming

I believe there will be a strong acceleration of OTT and live-streaming initiatives both on the media side and the rights-owners side (i.e. federations, leagues, clubs, players).

Mostly SVOD (funny name! i.e. subscription based) focus on frictionless, multi-platform, beyond-TV experiences.

We recently launched the global ATP platform TennisTV with the first live tournaments happening in Dubai and Chennai.

CDM-Probability = 100 per cent

2. Immersive, VR, AR

With the evolution of VR players and hardware, 2017 will be the year where either Immersive/VR/AR will disappear as 3D did few years ago, or it will be adopted by fans.

We are continuing our VR immersive efforts with UEFA and other clients and have recently announced two key partnerships with Nokia OZO and LiveLikeVR.

CDM-Probability = 0 per cent or 100 per cent

3. Advertising and sponsorship changes are coming

The world of advertising and sponsorship is undergoing profound changes and is very often obscure to most of us, even in the sport media business. Many re-organisations have happened in the companies that control this ecosystem, like WPP and Publicis, and are a sign of the change happening.

At the crossroad of data and marketing, there is a quite interesting opportunity.

CDM-Probability = 50 per cent

Honourable mentions

eSports will for sure see huge acceleration in 2017 and become similar in certain ways to traditional sports on the media side.

Bots and voice interfaces will use sport as one of the key ways to promote the new form of UX.

Traditional TV will continue to slowly shrink but hopefully Nielsen and others will finally figure out how to track things properly. This year, debate on Olympics, NFL and Premier League has been ridiculous with no serious multi-platform aggregated stats.

I said nothing… have fun, if you are keen, in 2017