TRENDS 2022
TOP 2022 SPORTS TRENDS TO WATCH SHIFT TO MOBILEFIRST ENGAGEMENT As a collective, we are a creating and consuming an enormous amount of content, from the moment we wake up to the moment we go to bed. With more and more people gaining access to the Internet and new devices emerging, the amount of content we create and consume will accelerate further in 2022. Sports has traditionally been centred on the ‘big screen’ experience. High-end gaming consoles serve as not only a platform to play games on, but also to watch our favourite TV shows and more. Even many vertical gaming platforms have been PCbased with a larger monitor. With the present advances in processing power and battery life of mobile devices, accelerated by 40 | OTFF ISSUE 18 ★ DECEMBER 2021
cord-cutting and the rise of mobilefirst culture, the mobile device is taking centre stage in sports and gaming. Nifty Games recently released NFL Clash as a mobile game globally and to reach sports fans marketers are focusing their efforts on anything to increase accessibility, bringing fans closer to the action and into the discussion. Throughout the pandemic and into 2021, sports organisations have been investing heavily into mobile applications (‘Apps’) to give fans what they need, when and how they need it in the fastest possible way, particularly during a time where fans haven’t been able to attend live events. Fans are craving more. They are actively looking for ways to interreact digitally with their favourite teams and by enhancing that vital connection, a bespoke app can turn the most casual supporter into the loyalist of fans who live and breathe the club. The kind that also drives revenues.
THE RETURN OF LIVE EVENTS TO HIGH GDP NATIONS While the pandemic challenges the live sports and esports ecosystems for more than 18 months, vaccinations, proven Covid-19 protocols, and fan desires to get back to in-person events could bring fans, ticket revenue and sponsorship revenue back in 2022. This trend may not extend into the second and third world, but the bulk of sport’s revenue has largely come from first-world markets where ticket prices, merchandise, food and beverage, and media rights values can be maximised.
INCREASING LUXURY BRAND AND NON-ENDEMIC INTEGRATION To cater to this common passion among 18 to 34-year-olds – a generation deeply emersed in traditional media – old-line luxury, travel, fintech and other brands are racing into sports and esports to build engagement, brand preference and their own global brand reach. The potential for these brands in both traditional and esports is vast, yet surprisingly untapped.
