What's an Experience? Sports Essence Revealed Through Psychology & Immersive Design

Virtual Fandemonium:Optimizing Experience with Psychology &

Immersive Design

#DigitalHollywood

Tunisha J. Singleton, Ph.D. CandidateMedia Psychologist

What is this experience you speak of...

• EXPERIENCE – the sensation of being emotionally or aesthetically moved by an occurrence directly observed or actively participated in; the totality of a person’s perceptions, feelings, and memories that cumulatively make up particular qualities of a person or group of people.

Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media

MENTAL MARKET IN

SPORTS

- Emotional Context

• Belonging

• Connection

• Purchase patterns

• Goals

• Values

- Digital Context

• Consumption patterns

• Devices

• Multiple screens

• Expectations

• Media behaviors


BEFORE


1911 Western Union Telegrams• Kansas vs Missouri• Mechanical reproduction broadcast

1921 Radio Broadcast• “The largest audience in history”• 1st radio broadcast of special event, Jack

Dempsey vs Georges Carpentier

1936 Summer Olympics• 1st tv coverage of a sporting event • 72 hours total of live transmission

2000s – Live Streaming• Internet of things• Online streaming of sports &

entertainment

2010s – Multiscreen Experiences• Second and third screen enabled

2016 – Virtual Reality• NextVR, VOKE, EON, etc.

NOW

VR/AR represents a turning point in media consumption.

The sport experience is no longer storytelling; it’s STORY LIVING.


Let technology be the car and story be the driver.


Sports Experiential Media Ecosystem

COMMUNITY SELF ORGANIZATION

SELF-SPORT CONNECTION FIELDS

SOCIAL INFLUENCER

CORPORATE INFLUENCER

Social Media Tools

Fan Forums/Podcast

Fantasy Mass Media VR/AR

Events

Smart Venues

Avatars/Presence

Online Streaming

Second Screens

TECHNOLOGICAL MOMENTUMCopyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media

Affective Attachment

ContinuanceCommitment

NormativeCommitment

Principles of Design Strategy

Understand the drivers of human behavior to tap into your audience’s needs & create brand loyalty


EMOTION


Components of Commitment

Affective Continuance Normative

WANT NEED SHOULD


ENGAGEMENT


Ignite the virtual landscape with activity by inviting opportunities to engage.


EXPERIENCE


Products and services will come and go. But experiences are undefeated.


Marketing

What's an Experience? Sports Essence Revealed Through Psychology & Immersive Design