Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations

What is it about?

Fan engagement activations using virtual environments (VE) and Web3 technology, such as virtual stadium tours or trading digital collectibles, which are currently offered by a few innovative sports teams, are still in their early stages. This is the first study assessing how sports organizations can leverage VE and Web3 activations to stimulate consumer interest in these new forms of fan engagement.

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Why is it important?

This study examines sports consumers' interest in virtual environments (VE) and Web3 activations. Understanding this is essential for sports organizations as it will help them assess whether it is worthwhile to offer activations in VEs like Roblox or Web3-based games and platforms, such as Axie Infinity, Decentraland, or The Sandbox.