Sportz Interactive CEO Siddharth Raman on revolutionising fan engagement

In this interview with Adgully, Siddharth Raman, CEO, Sportz Interactive, delves into the dynamic intersection of technology and sports, exploring how the company’s innovations are reshaping the sports viewing experience for fans. From the evolution of cricket over the years to the role of social media in fan engagement, Raman provides valuable insights into the challenges and opportunities that lie ahead. As the sports industry undergoes digital transformation, Raman outlines key trends and the future of sports data, emphasising the crucial synergy between fantasy gaming and cricket for the future of sports engagement and entertainment.

How can technology be harnessed to elevate the sports viewing experience for fans? What are the new challenges and opportunities in achieving this goal?

Something as simple as providing key numbers related to the match at the right time in a live stream can make a huge difference in making the fan experience better. Different ways to analyse the game, providing commentary across different languages, introduction of features which allow the fans to see the match from different angles – all of this have played a major role.

The challenge to it is to keep this experience consistent. Sometimes, the vast coverage we provide for a major tournament like a World Cup or IPL may not exist for a bilateral series. But we are moving in the right direction. Earlier, something like DRS (Decision Review System) was not readily available for every series; that isn’t the case now.

Could you provide a comparison between cricket in 2011 and cricket in 2023, highlighting the significant changes and developments that have taken place over this period?

Cricket today is a lot faster. The shorter formats are the most attractive ones, and we have seen T20 and T10 leagues shaping up across the world. To present cricket as an attractive and mainstream sport has been an objective and that has largely been fulfilled. Cricket returning to the Olympics after 128 years is a great vindication for this.

The connection between fans and cricketers has increased as well. It has its pros and cons; players are subject to intense scrutiny, trolling, and abuse on occasions like never before, and it is all right there in front of them. The mental aspect of dealing with their careers has drastically changed as compared to the time in 2011 or before. Management of players, therefore, is a whole different challenge in the current scenario.

We have also reached a point where all-format cricketers are diminishing quickly. With each format expecting a whole different level of professionalism and playing style, the adaptability is getting very difficult. In the coming times, we might see cricketers restricting themselves strictly to only one format, and the ones playing the shorter formats might be the ones with a greater market value and recognition.

Could you share further insights on the trends you’ve observed in how sports fans in India engage with their favourite sports?

The rise of social media has blurred many boundaries; distance is one of them. Fans want to be as close as possible to their favourite sports stars, and while this behaviour always existed, it’s much more pronounced in today’s times. From a content creator’s perspective, the onus on making content that is raw, unfiltered, and relatable is higher.

During the T20 World Cup last year and the World Cup this year, we have seen how Reels with desi content involving overseas cricketers have done well.

What strategies or approaches are being employed to enhance interactive fan engagement in the digital era of cricket, and how are these initiatives evolving?

The aim is to revolutionise and improve fan experience. A lot of things can be done in this regard: improving how we visualise data with automated infographics, building a fantasy gaming ecosystem that is easy for everyone to access, creating websites and apps that are user-friendly where fans can access different types of content, and so on.

We have to continue capturing sports data and envision different ways to build content or products around it to make the fan experience better.

Could you elaborate on how Sportz Interactive’s technology is revolutionising the fan experience in football and share specific examples of the transformations it has brought about?

Sportz Interactive’s technology has been at the forefront of the fan experience in football in recent times. Through out-of-the-box innovations, we’ve transformed how fans perceive the game. Our interactive apps provide real-time statistics, player insights and immersive visualisations, enhancing fans’ understanding and enjoyment of the game. Additionally, personalised content and predictive analysis cater to individual fan preferences, creating an unmatched experience. These advancements redefine fan interaction, making football more thrilling and accessible than ever before.

How do T20 franchises go about monetizing their fan bases and creating their unique intellectual properties (IPs)? What are the key strategies in building and capitalising on these assets?

T20 franchises bank on innovative strategies to monetise fan bases and create unique IPs. Firstly, they focus on building out fan communities through engaging content. Furthermore, fan events planned at certain locations and social media interactions aid in making a connection with the target audience. Franchises monetise through merchandise sales and ticketing, enhancing revenue streams. Additionally, digital platforms and apps offer a direct channel for fan interaction and monetisation. Collaborations with sponsors and partners, integrating them seamlessly into the fan experience, further amplify revenues. Franchises must continuously innovate offering fresh content regularly to captivate fans, ensuring sustainable growth in this competitive landscape. Making the most of topical content is of paramount importance if one is to get closer to their fans.

What, in your opinion, are the key trends that will have a significant impact on the sports industry in India and on a global scale in the coming years?

In the ever-evolving arena of the sports industry, several key trends will shape its future in India and globally. First and foremost, digital transformation will continue to dominate, enhancing fan experience through immersive technologies like AR, VR and AI-driven experiences. Secondly, sustainability and eco-conscious practices will gain prominence, influencing sports events and operations. E-sports will further surge, captivating younger age-groups and expanding the definition of sports entertainment. Additionally, the rise of women in various sporting disciplines will gain momentum promoting gender equality.

How is the landscape of sports broadcasting changing, particularly with the use of data-driven commentary and analysis? What role does data play in shaping the viewer experience?

The landscape of sports broadcasting is undergoing a transformation constantly with the integration of data-driven commentary and analysis. Data serves as the backbone, offering real-time insights into player performance, game statistics and patterns. This enriches the viewer experience by providing in-depth analysis, enhancing understanding of a particular sport.

Interactive graphics and AR elements powered by data captivate audiences, making the viewing experience immersive and educational. As a result, data-driven commentary not only elevates the quality of sports analysis but also deepens fan involvement, reshaping the way sports are perceived and enjoyed.

What do you foresee as the future trends in sports data, especially concerning the utilisation of AI, machine learning and other emerging technologies?

The future of sports data is incredibly promising with AI, machine learning and emerging technologies playing pivotal roles. AI-driven predictive analytics will revolutionise assessments of player performances, enabling teams to make data-driven decisions in real-time. The utilisation of sensors will enhance player monitoring and help the team management plan athlete-specific routines and prevent injuries.

Could you discuss the synergy between fantasy gaming and cricket? How have they become a perfect match, and what potential do they hold for the future of sports engagement and entertainment?

Fantasy gaming is another avenue to deepen fan engagement and involvement with the sport. While Classic Fantasy has been around for more than a couple of decades, the advent of daily fantasy 5-6 years ago was the tipping point for the sector. Fantasy sports has given rise to a whole new line of experts who provide information and recommendations on picking the best XI for a particular game. Broadcasters have also understood the importance of this with dedicated fantasy feeds as a part of the live experience. High involvement in fantasy correlates with high consumption for the sport, which is a good thing.