VIRTUAL SPORTS FANS GAIN NEW EXPERIENCE THROUGH METaversE

Athens, GA - A new study from the University of Georgia suggests that virtual sports events are gaining popularity due to immersive experiences offered by the metaverse.

The metaverse is a digital shared space that allows people worldwide to interact in real-time, and researchers found that spectators enjoy unique features such as interacting with others, changing seats and locations, and customizing their avatars.

Lead author Sam Chen, a doctoral student at UGA's Mary Frances Early College of Education, stated that the metaverse allows more people to access sports content due to its immersive feature. "It's like an experience you cannot get in real life because that's the World Cup, right? It's very expensive if you want to get front-row tickets."

The study focused on a metaverse-based stream of the 2022 FIFA World Cup and found that spectators valued interactions with others, easy seating changes, and customizing their avatars. Users can communicate with each other using voice or text, see expressions above avatars, and use emoji reactions.

Participants also enjoyed the opportunity to reconnect with distant friends and build new friendships in the virtual space. The metaverse allows users to watch events in ways they cannot in real life, such as change seating or go on the field.

"The experience is as important as the game itself," said Chen. "Users expect more than the game itself in the metaverse. The environment of the metaverse — like the use of avatars, virtual interactions, stream quality — they're all equally important as the core product."

The study's findings suggest that organizers must focus on providing a comprehensive user experience rather than just emphasizing the game itself.

A copy of the study is available for download on the Sport Management Review website.