Sports 2.0 : The Changing Face Of Sports & The Sporting Experience

1. Sports 2.0 The Changing Face Of Sports & the Sporting Experience

2. • The Gen Y Fan • Changing rules and dynamics • Opponents in the future fields of sports • Our future heroes • Sportsmanship • Ethics and morality in sports • Sporting records • Winning and losing • In-stadia experiences • Remote viewing experiences • Everyone becomes a part of the action Contents

3. The history of sports probably extends as far back as the existence of people as active beings. The history of sports informs a great deal about social changes and about the nature of sport itself. In the current era, as technology changes at an exponential rate, the social impacts are varied and deep rooted. This implies a great deal of change in sports too. As we move into the era of robotics, machines, transhumans, cyborgs, prosthetics and exoskeletons, the future of sports seems even more disrupted. And it raises questions at different levels. On the ground level, how will sports and sports-viewing experiences evolve? On the next level, how will the sportsperson of the future look like? And on a much higher level, we raise questions on ethics in sports, sportsmanship, and team spirit.

5. @2013, ICE, All rights reserved The Gen Y “Fan” is the focal point of the sporting experience. The traditional sports are being forced to transform into something more spectacular. As 3D television sets, mobile phones and tablets enhance home viewing experiences, sporting arenas are responding by improving their technologies as well. The sporting experience of the future will give spectators and fans the best of both the worlds – the thrill of a live game plus technology to stay connected. Top three things that are shaping the future of the sports experience: • Changing rules & dynamics of sports • In-stadia experiences

6. A Gen Y Fan

7. Is impatient

8. Is impatient Has short attention span

9. Is impatient Has short attention span Likes to multi-task

10. Is impatient Has short attention span Likes to multi-task Needs instant gratification

11. Is impatient Has short attention span Likes to multi-task Needs instant gratification Always seeks excitement

13. Changing Rules & Dynamics of Sports Faster. Better. Intense.

14. Why New Rules and Regulations for Sports? The Gen Y Spectator is not interested in watching the traditional sports which sometimes take a few days or a whole day to finish. The traditional approach in sports makes spectators lose interest; they are too slow and don’t match their expectations. They need quick entertainment along with a dazzling display of skills for continuous excitement.

15. 5/9/2014 15 Cricket International Cricket Council (ICC) changed the rules for One Day International (ODI) Cricket by allowing only four instead of five fielders outside the 30 yard circle after the mandatory field restrictions. This rule change has already resulted in many exciting and intense games which have revived the interest of spectators in ODI cricket.

16. 5/9/2014 16 Tennis Association of Tennis Professionals (ATP) has changed the rule regarding punishment for time violation (taking more than 25 seconds) between points in 2012. Under the new rule a server taking more than 25 seconds will be penalized with a fault instead of point penalty after the one initial warning. Returner who takes too much time will straightway be docked a full point.

17. 5/9/2014 17 Soccer United State of America’s National Federation of State High School Associations (NFHS) changed the rules of soccer in 2011-2012 and introduced yellow card for any delayed, excessive or prolonged act by which a player attempts to focus attention upon himself/herself and/or prohibits a timely restart of the game.

18. 5/9/2014 18 Hockey International Hockey Federation has changed the rules of hockey to make it more exciting for viewers. The duration of hockey matches is now reduced to 60 minuets from traditional 70 minutes. The game will now be played in four quarters of 15 minutes each, rather than traditional two halves of 35 minutes each.

19. 5/9/2014 19 Hockey 5S International Hockey Federation (FIH) has introduced a new simple and exciting format of the game which has been specifically developed for Youth Olympic Games of 2014. It is easy to adopt and can even be played with only four players of each team on the field.

20. Badminton In August 2006, the Badminton World Federation, or BWF, changed the laws of badminton in order to add extra excitement to the game. The traditional 15 points format has been replaced with 21 points format.

21. Rugby In 2013, International Rugby Board changed the laws regarding scrum formation, which has resulted in more scrums off the floor, fewer resets, more ball in play and a better spectacle.

23. Who will be our opponents on the sport field in the future? In 1996, IBM RS/6000 also called as Deep Blue, became the first machine to take on the reigning World Chess Champion, Gary Kasparov. Although Kasparov lost the first game, he eventually beat the Deep Blue in the following 5 games with a net score of 4-2. The London 2012 Olympics were the first mainstream games to draw attention to the role technology can play to overcome human limitations (Transhumans), Oscar Pistorius from South Africa made history as he became the first Paralympics Champion to compete in mainstream sports. With the rise of Transhumanism and humanoid robots, advancement in genetics, the battles on the sports field won’t be restricted to humans. Soon, the opponents in the future may be genetically enhanced humans, cyborgs or humanoid robots. “The impact of genetic modification will be profound. Athletics for example will be transformed. You will have swimmers with webbed feet and built in snorkels” -Arthur C. Clare, British Science Fiction Writer, The Daily Telegraph, 2001.

24. 5/9/2014 24 Exoskeletons on Race Tracks Considered as a possible future alternative to F1 racing, Prosthesis is a giant exoskeleton in which humans could become hulking racing machines.

25. Robot Players EARL (Enhanced Automated Robotic Launcher) is a state of the art bowling robot designed to simulate any bowling style with consistency and accuracy. In an attempt to test the robot, it was pitted against Professional Bowling Association star Chris Barnes. In a game held at International Training & Research Centre in Texas, Barnes prevailed 259-209. But, assisted with machine learning and regular upgrades, the robot will soon get the better of him. Does this mean sports will evolve to make way for superior humans to battle against machines?

27. Who Will Be Our Heroes? Inventions in the field of Genetics, Robotics and Nanotechnology have led to the assumption that a human being can adopt technology to surpass his/her limitations. Zoltan Istvan, visionary philosopher, quotes that many scientists and futurists would call sportsmen who adopt technology to enhance themselves as Inspirational Heroes, leading the way forward to discovering and pushing human limitations. “Many say performance enhancement drugs and technologies will be dangerous and will shorten a competitive athletes life. That may be true but who are we to make that decision for them? For some the passion of their sport and the glory of their performance are the most important things in life to them. Should we really have a say in how far they want to take their passion for the game?” -Zoltan Istvan, Visionary Philosopher, Author of best selling novel, Transhumanist Wager.

28. 5/9/2014 28 Transhuman Athletes Oscar Pistorious ran London Olympics 2012 with an artificial leg. This might just be the beginning! Soon we might see Transhumans fighting it out with humans on the sports field.

29. 5/9/2014 29 Transhumans vs. Transhumans Cybathlon 2016 in Switzerland will be the first championship for robot-assisted parathletes.

31. What Will Happen to Sportsmanship? In the 2014 Sochi Winter Olympics Russian cross-country skier Anton Gafarov lay down stunned with a broken ski after a violent crash. His Olympic dream was down in tatters. At that moment, a Canadian coach sprinted across the snow and gave him another ski. (Source: http://www.greatmomentsofsportsmanship.com/sochi-2014-sportsmanship- moments/) Machines are programmed to ‘Win’. How will such machines incorporate sportsmanship in their programming? How will the rules of the game change to preserve the element of sportsmanship?

32. 5/9/2014 32 Spirit of the Game In a 2011 cricket test match between England and India, England’s Ian Bell thought that he had hit the last ball for a boundary. Then, he moved on for a tea break. To his disbelief, the ball did not cross the boundary and he was declared out according to the rules of the game. However, opposition captain withdrew the appeal and Bell was called back, hence, keeping the spirit of the game alive. When machines take over sports, will such game spirit exist?

33. 5/9/2014 33 Team Spirit When Cameroon's women won the All-Africa Games gold for the first time in 2011 by beating Ghana 1-0 in the women's football final, one always talks of the team spirit. All of history’s big wins have somewhere been linked to the team spirit again and again. Will there be such team spirit in a team of cyborgs, transhumans and machines?

35. What Will Happen to Ethics and Morality? In 1999, Golfer Tiger Woods underwent a surgery after which he had 20/15 vision (better than an accurate 20/20 vision). Following the surgery he won 7 out of the 10 events. Prominent golfers protested against this. The golfing authorities had no comments on this subject. Sports, today, are governed by many laws. Ethics and morality are an integral part of sports. However, sometimes they are beyond the realms of set laws. How will machines deal with the issue of ethics? In the future when we duel with Genetically Advanced Humans and cyborgs or robots, how will the ethics of sports change? “The idea of a naturally perfect athlete is romantic nonsense, An athlete achieves what he or she achieves through all sorts and means – technology, sponsorship, support and so on. Utilizing Genetic Modification is merely a continuation of the way sport works; it allows us to create extraordinary performances” -Dr. Andy Miah, Professor of Ethics & Emerging Technologies, University of West Scotland. Author of Genetically Modified Athletes: Biomedical Ethics and Sports

36. 5/9/2014 36 Changing Definitions In 1904 Olympics, marathon runner Thomas Hicks ran to victory with the help of raw egg, injections of strychnine and doses of brandy administered to him during the race. Ancient Greek athletes used stimulating potions to fortify themselves. Strychnine, caffeine, cocaine, and alcohol were regularly used by cyclists in the 19th century. However, now most of these substances are prohibited for sports. Blood boosting was prevalent in 1970s and banned by IOC banned in 1986. What will be considered doping in the future? Will we go back to the times of the Greek?

37. 5/9/2014 37 Legal or Illegal Lance Armstrong lost his seven Tour De France titles due to the doping allegations against him. But if transhumans and robots become part of the sports, then doping might become another way to achieving higher capabilities. Ethicists also argue that doping is not different from the use of new materials in the construction of suits and sporting equipment that aid performance and give competitors an unfair advantage. Will doping become legal in that case? Or will our definition of doping change?

39. Will Sporting Records Be a Thing of the Past? The human element introduces the element of uncertainty in sports. This keeps the fans interested. Records are those uncertain moments when a sportsperson creates history. As sportspersons with genetically modified capabilities enter the sporting arenas we might be seeing the last of the records held by a human being! As robots make their way in, they will bring along technical capabilities that will eliminate uncertainties, to a great extent. Will there be anything like sports records in the future? Will record holders keep their titles for longer durations? Will there be a rise of advanced humans or machines which make records obsolete? “Future moral objections of genetic enhancement will be replaced by spectators with a desire to watch the fastest people scientists can construct without asking too many questions how they did it” -Professor John Dupre, Professional Philosopher, Scientist – Director, ESRC Centre for Genomics in Society.

40. 5/9/2014 40 Banning the Hi-tech? London Olympics banned high-tech swimming suits that compressed the swimmer’s body to make it more streamlined, buoyant and less fatigue-able thus helping swimmers in swimming faster and breaking records. But what if the swimmer genetically modifies him/herself to achieve such a body structure? How long will we ban performance-enhancing technologies in sports?

42. Will winning and losing in sports of the future be about better programs or access to better technology? As the role of technology increases in sports, at some point it will surpass the importance of actual players. And when players themselves will become products of technology, then technology will become the sole criterion to win or lose a game. “When there's a significant technological advance that might help Olympians reach new heights, like the infamous (and now banned) Speedo LZR swimsuits, we all sit up and take notice.” -Dan Nosowitz, Freelance writer and editor.

43. 5/9/2014 43 The Winning Criterion In Formula 1 races, the driver’s endurance is important. However, technology plays a much bigger role. Computers analyze millions of parameters, generate hundreds of scenarios and provide the solutions in terms of the right combination of fuel load, tyre changes, and when and how many pit stops to make during a race. The races have already become about superior technology rather than the drivers. In which other sports will the importance of technology outgrow that of the sportsperson? Will it be about better programs, software and

45. In-stadia Experiences Magnificent. Spectacular. Beautiful.

46. At & t stadium How Stadiums Are Changing Over the past decade, stadiums have evolved rapidly to incorporate the latest trends impacting viewer experience, brand activation and in- stadium technology. Here are two examples:  The Sun Life Stadium - Collaborated with IBM to create a connected city experience. This led to better management of queues and tickets. New mobile apps for fans enabled access to latest game scores and stats, and sharing of images and viewing videos of games or other events no matter where they are.  AT & T Stadium – Features world’s largest HDTV to entertain sport fans. Sun Life Stadium

47. 5/9/2014 47 E-stadium Wembley National Stadium Limited and UK mobile network operator EE are building the new Wembley stadium as the world’s most connected stadium in the world. It will feature Wi-Fi, high-speed 4G Network coverage and mobile payments integrated across the stadium.

48. 5/9/2014 48 Space-age Stadium London based architect Zaha Hadid will be building the iconic ‘National Stadium of Japan,’ which will host the opening and closing ceremonies of Tokyo2020. Considered as a possible shrine for sports lovers for next hundred years, this iconic stadium will feature an exhibition space, retractable roofing and adjustable seats among many features.

49. 5/9/2014 49 Teleporting Sports The Japanese have developed technology that enables holographic broadcasts of sporting events. This will enable the sports fans to sit in a local stadium and take in the game being played on the field, though the game is actually being played at a different venue entirely. Future scenario: Watch a English Primer League match happening in Wembley, in a stadium in Japan.

51. Remote Viewing Experiences Immersive. Persuasive. Engaging.

52. How Tech Is Changing Remote Sports Viewing? The Gen Y Spectator likes multitasking and has a short attention span. They use mobile phones, tablets, laptops while watching TV. According to USA Today, 83% of sports fans check social media sites while watching the game on TV, 63% even browse social media sites while they are in an actual game weighing in on the action with records and statistics. The rise of social media platforms to engage with fans and fantasy leagues have been major contributors in digital technology. Fantasy leagues are estimated to have a $3-$4 USD impact on the sporting industry. The emergence of digital and wearable technology has contributed immensely to remote viewing experiences. Wearable immersive technologies like Oculus Rift are set to change the way action on screen is viewed and perceived.

53. 5/9/2014 53 Spidercam Spidercam is a system that enables film and television cameras to move freely over a predetermined area. It is typically used in the playing fields of sports like cricket, football or a tennis court. Since 2003, Spidercam is bringing an entirely new remote viewing experience to sports lovers around the world. One of the spidercam channels on YouTube - https://www.youtube.com/user/wwwspidercamtv

54. 5/9/2014 54 3-D Sports Considering the enormous amount of interest in watching sports in 3-D, it is considered as a possible future of television viewing.

55. 5/9/2014 55 Cricket in Theaters In the year 2010, Indian cricket lovers saw IPL matches in theaters for the first time. Some of the theaters even added cheerleaders, music to give it the stadium-like feel. They also had two separate compartments for supporters of different teams to give the fans the ultimate stadium-like sporting experience.

56. 5/9/2014 56 Sports on the Go Star Sports has launched its subscription service to let people watch sports on their mobile phones or tablets while on the move. This is of great help to sports lovers who miss action due to being in transit.

58. Will We Become a Part of the Action? Technologies like virtual reality, augmented reality and advanced sensing mechanisms allow people to experience sports. In future, technology might allow people to become part of the sporting action!

59. Fantasy Sports A fantasy sport is a game where participants act as owners to build a team that competes against other fantasy owners based on the statistics generated by the real individual players or teams of a professional sport. Fantasy sports is already a 3.8 billion dollar industry. Fantasy sports are engaging many fans around the world through second screens and letting fans take part in the action. What new experiences will the fantasy sports industry bring for the fans?

60. Feel the Action Australian telecommunications company Foxtel has created a shirt that uses wearable technology to let viewers experience the physical sensations that athletes on the field are having. Example: If a Rugby players gets hit on the field, then the wearer will get to experience the impact of the hit.

61. Get into the Court Oculus Rift may soon enable sports viewers to get the feeling that they are watching sports courtside.

62. On one hand we are entering the sporting action using technologies like VR, AR, etc., and on the other hand the machines are entering the sporting fields. Will we become the viewers or will each one of us become sporting heroes? If we become sporting heroes, then whom will we be competing against? The Gen Y fan will demand more excitement as time passes by. Will humans be able to deliver that excitement without the help of technology? Will technology just remain a tool to deliver excitement, or will it become the core of sports? Will ethics, sportsmanship and spirit of the game give way to excitement? And in the end sports is all about winning and losing. As technology surpasses the human skill levels, we will have to decide on whether we compete against technology using technology or keep it out of sports. Just like in any sporting event nowadays, it will be interesting to see who takes the final decision—a human or a machine.

63. This project was conducted by the team at Institute of Customer Experience, a not-for-profit initiative by Human Factors International: Ankush Samant ankush.s@humanfactors.com Apala Chavan apala@humanfactors.com Kiran Patil kiran.p@humanfactors.com Prashant Vutha prashant.v@humanfactors.com Rasika Wadodkar rasika.w@humanfactors.com Game On…

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