FIFA World Cup 2022: In a First, FIFA Digital Captures Content via Phones
Mobile-first content will be available for immediate distribution
For the first time ever at a FIFA World Cup, the FIFA digital-services team will offer rightsholders content for distribution captured with mobile phones. It’s all part of an enhanced digital-production and services strategy built on three technological pillars: the application programming interface (API), the software development kit (SDK) or white-label service, and availability for web and app-based content delivery.
The mobile-first content, which will include key moments filmed for immediate distribution as near-live clips, is designed to bring fans a more intimate and authentic content experience. Complementing it is selected live content (like open training sessions and press conferences) that will also be made available for social-media distribution.
The content will be available alongside VOD clips, near-live multi-angle clips, and near-live statistics, as well as the cornerstone of FIFA’s digital services: MatchCast, which provides access to multiple live feeds in an OTT format, allowing rightsholders to easily present fans with multi-feed streaming experiences around the clock.
Augmented-reality–enhanced coverage has also been developed, offering AR content to end users through their smartphones. The goal is to allow smartphones, aided by tracking data, to transform living rooms and other spaces into 3D data centers and enable fans to zero in on a specific player or team.
Also new are fan-engagement modules, which range from voting to announcements, fun facts, polls, quizzes, and ratings. The modules can be integrated into the rightsholder’s digital services and help drive more interest and conversation around the World Cup.
The world of social media has come a long way since the 2010 World Cup, when players were prohibited from tweeting from inside the stadium. A dedicated digital team is creating content on and off the pitch, and the content is designed to be evergreen and format-optimized to stand apart on busy news feeds. Rightsholders can access it via a bespoke, web-based social-media interface that makes it easy for users to download any feature to use in online campaigns. That content includes short-form video with simple, enlarged text and thumbnails; a large volume of infographics with match statistics; and 1:1 aspect-ratio stills with metadata to best serve mobile-first fans.