Letting fans decide what highlights they want to watch seems trivial. In fact, it sounds like something most teams already do. However, the AS Roma soccer club is taking content consumption a step further with SmartReplay. The platform uses a fan-first approach to give users an easy way to find the highlight they want.
Think of the usual online sports highlight-watching experience. It usually involves a video with a game’s major moments compressed into two or three minutes. You might be looking for a certain highlight but have to wade through the entire video until you find it.
SmartReplay takes this passive approach to content consumption and makes it a more active experience. Take for instance AS Roma’s new interactive Totti video. Once you hit play you’re prompted with three highlight options: goals, assists and celebrations. Each category provides clickable links to those crucial in-game moments.
It’s makes for an organized, easy to maneuver experience.
#ASRoma is trialing a new type of video where the fan is in control of what they watch. Check it out…https://t.co/vSsjC5Yjbv#digisport pic.twitter.com/5C1QYTUpld
— AS Roma English (@ASRomaEN) October 17, 2017
“Supporters don’t want a passive experience,” AS Roma Head of Digital Paul Rogers said in a statement. “They want more control over how, when and where they interact with content and we’ve found a company in SmartReplay who are thinking the same way”
SmartReplay also provides audience behavioral data in real-time. AS Roma conducted a case study using numbers stemming from a series of engaging videos. They found 55 percent of users preferred watching “reactions” and “chances” videos, something traditionally thought of as less efficient. Though with greater context and direction, users engaged.
SmartReplay, which released its beta version just a month ago, is easy to use and allows you to create replays in just 10 minutes.