Digital / Media / Social Media / Technology

World Cup Watching

Digital

Professor Simon Chadwick

Posted: May 21, 2018

A SHORT GUIDE TO FOLLOWING – DIGITAL

WHAT IT IS

Digital is: a broad-ranging term intended to embrace television broadcasting, on-demand content, social media, e-sports and gaming, and other aspects of web use, content generation, and sharing online.

WHY IT IS IMPORTANT

The World Cups of the late nineties and early noughties, were very often labelled as the first internet football tournaments. More recently, the 2010 and 2014 World Cups became known as the first social media competitions. Now, the digital landscape is even more complex with fans and consumers now able to access everything from digital football sticker albums to sixty-second video clips and endless social media threads. This summer, digital will be a hot topic: 1) because new, more innovative and increasing amounts of content will be available (and consumed) than ever before; 2) because changes in technology and consumption behaviour are driving the proliferation of content and platforms through which football is consumed.

WHAT TO LOOK OUT FOR

Looking back over the last two years or so suggests that, in digital terms, this could be the most important ever World Cup. As social media has matured, so have come new opportunities AND new problems. This will be a tournament played-out against a backdrop of trolling, fake news, and the recent Facebook scandal. At the same time, it seems that many people are perhaps no longer willing to commit themselves to watching live football on television for two hours. The question therefore becomes: will audiences for traditional broadcasts hold-up, or will they dwindle as people seek their content elsewhere. Otherwise, so dynamic and uncertain is the current environment, identifying the big winner from Russia this summer will be an exciting challenge. Also, one wonders whether eSports will gain further traction at the expense of existing sports, or whether the World Cup will somehow provide evidence of an integration between new and existing modes of sports consumption, participation and engagement.

SOME QUESTIONS TO ASK

Which platforms will dominate in the creation and sharing of content, and what will be their key success factors?

How will different consumer segments engage with the World Cup, and will millennials drive fundamental changes to the way we all ultimately engage?

Who will be leading the social media conversations at the World Cup, and what will they be talking about?

SOMETHING TO READ

 FIFA World Cup 2018 Russia is coming to FIFA 18 for free on May 29 https://www.easports.com/fifa/news/2018/fifa-18-world-cup-update-announcement

Russia 2018 will be the mobile World Cup https://www.campaignlive.co.uk/article/russia-2018-will-mobile-world-cup/1459123

 The strange and ephemeral world of the Panini Digital Sticker Album https://inews.co.uk/sport/football/panini-digital-sticker-album-world-cup/

The VR World Cup? Why Russia 2018 will be ruled by the ‘humble’ GIF http://mandmglobal.com/the-vr-world-cup-why-russia-2018-will-be-ruled-by-the-humble-gif/

SOMETHING TO WATCH

COPA90 https://www.youtube.com/channel/UCFIdU1RkuRd26YDA7lerfEQ

 

 

 

About Professor Simon Chadwick

Simon is Professor of Sports Enterprise at Salford University in Manchester (UK), where he is also a Co-Director of the Centre for Sports Business. He is also a Founding Co-Director of the China Soccer Observatory and a Senior Fellow of the China Policy Institute at the University of Nottingham (UK). He has worked in football across the world, for various organisations including companies, federations, and governments. He tweets via @Prof_Chadwick