Interaction with others, a unique virtual experience with value in a shared digital space
Virtual reality and the Metaverse are setting the stage for new ways to watch sporting events. New research from the University of Georgia suggests that users value the unique virtual interactions with others that digital events provide.
Metaverse refers to a digital shared space that operates in real time. It is highly immersive and allows people from all over the world to interact in the same virtual space.
This study focused on the metaverse-based streams of the 2022 FIFA World Cup, how participants viewed it, and what would motivate them to attend a similar event again.
It's an experience you can't experience in real life. The Metaverse makes this type of content accessible to more people. ” —Sam Chen, Faculty of Education
Researchers found that audience members enjoyed interacting with others, easily changing seats and locations, and customizing their avatars. Metaverse-based events were easier to attend than real-world events.
“It's a World Cup, so it's an experience you can't have in real life, right? If you want to get a front-row ticket, it's very expensive,” said lead author of the study, a Ph.D. from UGA's Mary Francis College of Early Education. said Sam Cheng, a student in the program. “This immersive feature of the Metaverse will make this type of content accessible to more people.”
Those attending the FIFA World Cup virtually in the Metaverse will be able to watch the actual live matches and the avatar-based version at the same time. (special)
Connecting with other users is a big attraction of the Metaverse.
Participants watched the World Cup in a virtual stadium and saw the players on the field, mirroring the experience of watching a real game.
But the Metaverse also allows users to swap seats and move to other locations, such as a virtual sports bar. This is usually not an option for in-person events.
Researchers found that interacting with other users in the metaverse was the most important thing for participants.
“In the Metaverse, we can communicate and use our voices, and those nearby can also hear us,” Chen says. “We can also communicate by typing text and emojis, and other users can see them on top of our avatar. And we can communicate through our avatar's body language, such as waving. You can take it.”
The ability to communicate with others during this experience motivated participants to participate in similar events in the future.
Users also enjoyed the opportunity to reunite with far-flung friends and form new friendships in virtual space.
The Metaverse experience allows spectators to take selfies with players on the pitch. (special)
Spectators can watch events in ways they can't in the real world
Metaverse-based events allow people to experience sports in new ways, not just through communication but through the digital space itself.
When going to a real-life event, spectators are bound by the tickets they purchase. Participants can only sit in their designated seats, and in many cases they cannot re-enter once they leave.
In the Metaverse, users can sit wherever they want in the stadium and even go out on the field.
“They can take selfies with their avatars and their favorite players,” Chen said. “This kind of experience is not available on any other online digital platform.”
Participants can also change the environment without staying in the stadium. If you want to go somewhere else to watch the game, you can always leave and return to the stadium later.
Users can also customize their avatars, including having their virtual figures wear their favorite team's jerseys. This increases the sense of belonging and engagement among fans.
Avatar customization was a big draw for Metaverse participants, according to a new study. (special)
Experience is as important as the game
Previous research on sporting events suggested that the games themselves were the main factor driving attendance. The researchers reasoned that if a game was fun, participants were more likely to come back for another one in the future.
However, this study suggests that in the metaverse, the game itself may no longer be the primary motivation for participation. Instead, organizers should focus on the overall user experience.
“Users expect more from the Metaverse than the game itself,” Chen says. “Metaverse environments such as the use of avatars, virtual interactions, and stream quality are all just as important as the core product.”
The study was published in the journal Sport Management Review and co-authored by James J. Zhang of the UGA Department of Kinesiology.
