Unleashing the Potential of Virtual Worlds
It’s all about camaraderie
In the fluid ecosystem of fandom, the lifeblood of clubs and brands alike is their fanbase. The evolution of fan engagement over time has been marked by a series of impactful shifts. In the dawn of the sporting era, clubs were primarily amateur ventures. However, as the desire for higher calibre players grew, so did the commercialisation of the sport. This heralded the onset of ticket sales, thereby generating revenue to support and bolster player development.
Progressively, the industry has recognised the value of an enriched 'match-day experience'. The advent of purpose-built stadiums began to offer not just a match to enjoy, but a whole afternoon of entertainment and camaraderie. The digital era has further amplified fan engagement with instantaneous access to club news, player statistics, match data, and betting odds.
What’s next?
As we look ahead, the next frontier of fan experience is the creation of immersive virtual worlds, readily accessible on-demand. Such platforms allow fans to socialize and interact with fellow enthusiasts beyond the constraints of time and place. Clubs such as Manchester City and Southampton are already leading the vanguard in this space. The question that remains: who will join them in this digital revolution?
The club revolution has already begun…
The essence of a club is its fans. There are countless examples of fans saving clubs in peril, so much so that Wikipedia even hosts a list of 'Fan-owned sports clubs'. Recognising this integral relationship, clubs strive to express their appreciation and value through enriching the 'match-day experience'.
The clubs that acknowledge this invest heavily in enhancing the experience, from modern stadiums to superior hospitality, ensuring fans feel appreciated and cherished. The emergence of virtual and augmented reality technologies provides an unprecedented opportunity for clubs to transcend the traditional match-day experience and engage fans on a new level. Now, the engagement is not limited to those who live near stadiums but can extend to global audiences. Virtual worlds enable an ever-stronger bond between fans and clubs, no matter where they may be.
…Driving Revenue Streams
A direct relationship exists between fan spending and the lifeblood of a club. Ticket sales for matches provide the initial injection of revenue. This core spending is then amplified by additional purchases on match day, from food and beverages to match day programs. This isn’t new and we already see the correlation:
However, the fan's desire for engagement often exceeds the confines of the stadium. The need for merchandise, online events, replays, and even betting broadens the potential revenue streams. The modern era introduces a transformative tertiary phase: the virtual world.
Imagine a club has 5m remote fans, of which only 1% purchases a $10 jersey, it’s already $500k: a no brainer in terms of ROI.
The concept of personal customisation allows fans to deepen their connection with their clubs. This can be taken to the next level in virtual worlds, where fans can participate in virtual events, explore digital club museums, own club-themed NFTs, and interact with other fans from around the globe. This revolutionary opportunity presents a mutually beneficial prospect for clubs. They can not only boost their revenue but also enable fans to further engage with and celebrate their beloved club.
Atom Stars is leading the revolution at Southampton FC. For tailor-made club solutions check out the rest of our website.