SubscribeThat's Entertainment: Insights From Beyond the Sports Realm on What Consumers Really Want
Thursday, March 13, 2008 | 5:20 p.m. | By Patrick Kinmartin | Comments |
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IMG’s Olivier Gers, former Turner executive Mark Lazarus, Peter Moore of EA Sports, Jeffrey Pollack of the World Series of Poker and DEI’s Max Siegel sat down for a panel discussion about trends making their way into current and future sports business matters.
The issue: How can the growth in technology be harnessed to appeal to specific audiences?
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The skinny: Siegel said, "I think fans are speaking. They want more, but we have to be careful not to dilute the experience. The product has to be relevant to the technology."
Said Gers: "It's about engagement with the audience, refreshing the content in a manner they can constantly engage in and give them the tools to enjoy."
Greatest hit: Moore admitted that his company's games are becoming "too damn hard." He expounded, saying, "We're going to get run over by the Wii and Guitar Hero if we're not careful. We have to bring the NFL to complement, and I stress the word complement, that intellectual property so popular out there."
The issue: What can the sports business market learn from explosive entertainment brands like "American Idol”?
The skinny: Lazarus compared the show's ability to use favorable factors to what Gatorade did to build its empire in the last two decades. "What Gatorade has done is become recognizable on the sidelines," Lazarus said, "and complemented that with good talent and advertising. That's what has made it such a long-term success."
Siegel said, "With American Idol and NASCAR, there is an emotional connection. I find with NASCAR there's more support for a marketing program when there is that emotional connection. It's not just all about billboards."
Greatest hit: Gers, who has been lauded for his contributions to the rise of the "Idol" franchise, gave some insight into its marketing dominance. "Rather than say [to advertisers], 'This show is pretty, this show is shiny,' we went to sponsors with specific features they can utilize," he said.
The issue: Will there be a wider gap between consumer demand and what can be supplied to consumers over the next to five to 10 years?
The skinny: Pollack said, "The shorter attention span for the generation currently growing up will provide a major challenge for the NFL, the NBA and MLB. It's a whole different type of consumer they'll be dealing with than the one that has made them so successful."
Moore agreed, saying, "The major four (sports) have a lot of work ahead of them."
Greatest hit: Mixed martial arts made its way into the conversation, just as it has in several panel discussions this week. Pollack called it an "awesome phenomena" that Harrah's plans to latch onto.
Moore said EA is still reluctant to fully buy into MMA, but dismissed questions about its violent nature by comparing it to "a really combative 15-round heavyweight fight."
The issue: Is halftime entertainment essential to the game experience?
The skinny: Moore said, "The American-ization of halftime entertainment discourages me. If you travel the world [to see sporting events], you'll see it's a very different experience."
Lazarus also expressed disappointment with the halftime trends that he sees developing, but referred to them as a "sponsorship opportunity" nonetheless.
Pollack urged organizations not to "force" the halftime show on fans, saying, "It has to be woven in authentically. The NBA does a great job with that, doing concerts for their games."
Greatest hit: Gers described the practice of halftime entertainment as having historical roots. "It's the old circus from Rome," he said.
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