Research: The metaverse lets audiences watch sports in a new way
Virtual reality and the metaverse are setting the stage for new ways to watch sporting events. A new study from the University of Georgia suggests that users value unique virtual interactions with others offered by digital events. The metaverse refers to digital shared spaces that operate in real time. It’s highly immersive and allows people from all over the world to interact in the same virtual space.
The study focused on a metaverse-based stream of the 2022 FIFA World Cup, how it was viewed by participants, and what would drive them to join a similar event again. Researchers found that spectators enjoyed interacting with others, the ability to easily change seats and locations, and customizing their avatars. Metaverse-based events were also easier to join than those in real life.
“It’s 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,” said Sam Chen, lead author of the study and a doctoral student in the Mary Frances Early College of Education. “This immersive feature of the metaverse allows more people to access this type of content.”