The Use of Virtual Reality and Augmented Reality in Enhancing the Sports Viewing Experience

Abstract

Purpose: The main aim of this study was to investigate the use of Virtual Reality and Augmented
Reality in enhancing the sports viewing experience.
Methodology: The study adopted a desktop research methodology. Desk research refers to secondary
data or that which can be collected without fieldwork. Desk research is basically involved in collecting
data from existing resources hence it is often considered a low cost technique as compared to field
research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the
study relied on already published studies, reports and statistics. This secondary data was easily
accessed through the online journals and library.
Findings: The findings revealed that there exists a contextual and methodological gap relating to the
use of Virtual Reality and Augmented Reality in enhancing the sports viewing experience. Preliminary
empirical review revealed that both Virtual Reality (VR) and Augmented Reality (AR) have a profound
positive impact on the sports viewing experience. VR offers fans the opportunity to be virtually present
at sporting events, providing an unparalleled level of immersion, personalization, and interactivity.
This heightened engagement contributes significantly to fan satisfaction and a deeper emotional
connection to the game. In light of the consistent and compelling findings, it is clear that VR and AR
are not just novelties but powerful tools that can shape the future of sports viewing. Sports
organizations, broadcasters, and marketers should continue to invest in and explore these technologies
to meet the evolving expectations of fans, elevate the viewing experience, and unlock new
opportunities for revenue generation.
Unique Contribution to Theory, Practice and Policy: The Uses and Gratifications theory,
Technology Acceptance Model (TAM) and the Flow theory may be used to anchor future studies on
the use of Virtual Reality and Augmented Reality in enhancing the sports viewing experience. The
study recommended that sports organizations and broadcasters to embrace and invest in Virtual Reality
(VR) and Augmented Reality (AR) technologies to create immersive and interactive sports viewing
experiences; fan education and training on how to use VR and AR applications should be a priority.
Many potential users may be unfamiliar with these technologies, and clear instructions and tutorials
should be provided to enhance user adoption and for continuous innovation and improvement in VR
and AR content and technology are essential. This includes refining the quality of VR headsets and
AR devices, enhancing the realism of simulations, and developing new applications and features that
cater to specific sports and fan preferences.