By displaying player speeds, jump heights, and real-time scoring odds, Amazon’s Prime Vision for European football aims to boost engagement among younger football fans and carve out an edge in UK sports broadcasting.
The augmented reality data graphics with real-time tactical analysis will be incorporated throughout the match, providing viewers with a new level of graphics that American viewers have enjoyed with Prime Vision for the NFL since 2023. The broadcast coverage won an Emmy Award that same year for outstanding interactive experience.
In addition to players’ positions, the graphics will also incorporate Amazon’s expected goal ((xG)) algorithm that measures the “momentum” in a match, building odds as to which team will likely score next.
The new feature will debut on Tuesday night during the first round of the UEFA Championship League match between Tottenham Hotspur and Villareal.
The new offering from Amazon (NASDAQ:AMZN) will “raise the bar for football fans and offer something meaningfully different” with additional innovations in the years to come, Alex Green, the managing director of Prime Video Sport International said to The Guardian. Amazon (NASDAQ:AMZN) aims to eventually incorporate graphics and data that viewers can customize for each match.
By creating a format similar to video games, Amazon (NASDAQ:AMZN) hopes to lure in viewers in the 18-29 demographic which currently comprises only 54% of the audience for live matches, versus 73% for viewers between 45 and 64. According to a YouGov study, younger viewers prefer to watch highlights instead of the game and follow their favorite athletes on social media.