Time may have come for virtual reality, other tech
Gathering a group of family members from around the country to watch a sporting event would seem to be counterintuitive activity in our current coronavirus era.
But that’s what Sankar Jayaram expects to be able to do — once there is an actual sporting event to watch. He and his wife and their children — one who lives in Seattle and one who lives on the East Coast — will gather virtually.
“We’ll come together and watch a Cougars game,” Jayaram said of Washington State, where he and his wife, Uma, were early pioneers in virtual reality. They eventually founded Voke, a company acquired by Intel in 2016.
Virtual reality has been on the margins of the sports world for years. But the coronavirus pandemic may push the technology into the mainstream. Teams will be looking for new ways to reach consumers and produce new streams of revenue.
And sports consumers, who may not be allowed back into stadiums or arenas for some time, will be eager for ways to new ways to experience games.
“What we see with the coronavirus is an acceleration of a trajectory already in place,” said James Carwana, the vice president and general manager of Intel Sports.
The sportsconsumer experience already has become, for many, a twoscreenatminimum experience. Fans weigh in on Twitter, track their fantasy teams online, in some states place bets, while also watching games. But the television broadcast has long been the primary vehicle for providing the product to the customer. Perhaps no more.
“That linear telecast doesn’t have the right fit for many segments of the U.S. market,” Carwana said. “Many people want personalized content.”
Do you really like defense? Your VR experience could be focused solely on defense, perhaps from the middle linebacker’s perspective. You want to see what the quarterback sees? That could be your personal choice.
For the past few years, Intel Sports has been signing deals with leagues and setting up cameras and technology in arenas and stadiums around the world. Intel has partnerships with the NFL, the NBA and international soccer leagues. The goal is for leagues and teams to create interactive experiences and exclusive content to sell to customers who can engage, virtually, with their favorite team.
In the coronavirus era, a simpler goal might be simply allowing fans to feel like they’re at a game, even when they’re stuck at home. A certain segment of fans might never feel fully comfortable going back to a crowded arena.
Warriors coowner Peter Guber has long been an advocate of VR technology (along with augmented reality) but sees some hurdles. The technology, in the form of headsets, is still bulky and remains financially out of reach for many.
“I’ve always believed that VR and AR will be a big part of our lives, and will keep us socially connected,” Guber said. “But it still doesn’t have the penetration in the marketplace. I don’t know that it is fully ready for mass consumption. “But it’s coming.” The pandemic might accelerate the VR marketplace for fans and athletes, alike. David Aufhauser, who previously worked at Voke, is CEO of NeuroTrainer, a startup that uses VR technology to help athletes train their brains. Now, with leagues shut down around the world and athletes working out alone, the market seems ready for NeuroTrainer.
“There’s an incredible opportunity in front of us,” Aufhauser said. “Any athlete can use it anywhere.”
This month, NeuroTrainer has been holding a challenge to raise funds for charity, pitting 14 athletes against each other. They are competing in an exercise called PADL (Perception Action Decision Loop), which tests three areas of the brain: occipital lobe, prefrontal cortex and parietal lobe. The exercise is designed to improve vision, focus and decisionmaking.
Sports — both playing and watching — is a communal activity. But technology might fill the void until athletes can train together and fans can cheer together.
“When sports comes back, we’re going to find ourselves in a position where sports has to adapt to where fans are, or risk losing those fans,” Carwana said. “I envision that we’re going to see more and more concerted changes and risks tolerance than existed in sports before this.”
Nothing can truly replace the inperson sports experience, but VR will allow a different type of access.
“VR enables you to transport yourself virtually anywhere,” Aufhauser said. “I think in this changed world, behaviors will definitely change. And VR will benefit.”