Revolutionising Sports: The Gamification Of Fan Experience

The convergence of sports and technology is leading to a seismic shift in how spectators interact with their favorite events. With the advent of smartphones and interactive platforms, the once passive experience of watching sports is evolving into a dynamic, participatory event.

Unmish Parthasarathi, Founder & Executive Director of Picture Board Partner, set the stage by highlighting the significant evolution in fan engagement. “Gaming today can be a noun, an adjective, or a verb. Fans, especially the younger generation, are no longer passive observers. They are leaning forward, contributing to the story as it unfolds, thanks to the digital tools at their disposal. This shift is only going to accelerate in the next three to five years,” he emphasized.

Parthasarathi further elaborated on the profound impact of this shift, drawing attention to the transition from traditional, passive forms of media consumption, such as radio, print, and television, to more interactive digital experiences.

The discussion moved to fantasy sports, a sector that has been at the forefront of this digital transformation, offering fans the chance to create and manage their own teams, thus fostering a deeper connection to the sport.

Joy Bhattacharya, Director General of the Federation of Indian Fantasy Sports (FIFS), reflected on the journey of fantasy sports, tracing its roots back to the early days of ESPN’s Super Selector. “The idea was simple: engage fans by giving them a stake in the game. Instead of just watching cricket, we empowered viewers to create their own teams and compete. This sense of ownership, akin to the IKEA effect, transformed passive spectators into active participants. The result? A richer, more engaging sports experience that has only deepened with the integration of mobile technology,” Bhattacharya explained.

He also discussed the demographic shift that has accompanied the rise of fantasy sports. “The younger the demographic, the more you’ll see people who understand and believe in what fantasy sport is. The gamification of sports allows us to reach audiences that traditional sports broadcasting may not have fully engaged. This is essential if Indian sport is to achieve the trajectory it needs over the next decade,” Bhattacharya added.

Chess, traditionally perceived as a static and cerebral sport, has also reaped the benefits of gamification, particularly during the pandemic. Dr. Sivaram Ambikasaran from the Wadhwani School of Data Science and AI shared his insights on the subject. “Chess, once a static sport, witnessed a resurgence thanks to platforms like Netflix’s Queen’s Gambit and the rise of online gaming. The pandemic accelerated this growth, with a significant increase in the number of players on digital platforms. Gamification in chess, through analytics and fan engagement tools, has opened new avenues for the sport, making it more accessible and interactive,” he highlighted.

Dr. Ambikasaran, who is also a FIDE-rated chess player, elaborated on the specific ways in which gamification has transformed chess.

The conversation then shifted to esports, a rapidly growing sector that has embraced gamification to an unprecedented degree. Devesh Kabdwal, Chief Revenue Officer at Boom Esports, discussed the impact of gamification on esports and fantasy sports, emphasising its potential to enhance fan engagement and generate new revenue streams. “In esports, fan engagement goes beyond just watching. Fans actively participate by forming teams, engaging in fantasy leagues, and interacting on social media. This multi-dimensional experience not only boosts engagement but also creates new opportunities for brands to connect with a younger, tech-savvy audience. The future of sports lies in these diverse verticals,” he asserted.

Kabdwal shared his personal journey in esports, providing insight into the industry’s growth and potential. “When I first started in esports, I realised that my strengths lay more in management than in gameplay. This realisation led to the formation of teams that eventually represented India on the international stage. Gamification has the power to turn dreams into reality for many aspiring athletes and fans alike. Our teams have not only competed but excelled on the global stage, showing that with the right support, Indian esports can thrive,” he noted.

Kabdwal also discussed the broader implications of gamification in esports, highlighting its potential to drive innovation and growth in the industry.

He concluded by emphasizing the importance of continuing to innovate in this space, noting that the integration of new technologies, such as virtual reality and augmented reality, will be key to maintaining the momentum of esports. “As we look to the future, we must continue to push the boundaries of what is possible with gamification. By embracing new technologies and finding new ways to engage fans, we can ensure that esports remains at the forefront of the sports industry,” Kabdwal said.

As sports continue to embrace digital innovation, gamification emerges as a powerful tool to deepen fan engagement, broaden the appeal of both traditional and emerging sports, and unlock new revenue opportunities. By empowering fans to become active participants, the sports industry is poised for a new era of interactive and immersive experiences.