INFOSYS ENTERTAINMENT EXPERIENCE PLATFORMSmart venues. Revolutionary experiences.

External Document © 2018 Infosys Limited External Document © 2018 Infosys Limited

From Ancient Arenas To Smart StadiumsStadiums and venues have always been centers of adrenaline-fueled excitement that comes from watching live sports and events with thousands of fans. While this was a significant part of our lives and culture, the lure of watching a live event at a stadium today is waning due to the digital and online revolution. Now, stadiums and entertainment venues struggle to compete with the ease and convenience of digital lifestyles. As advanced technologies consume a majority of fan share, stadiums suffer from shrinking endorsement and entertainment budgets.

75%

10%

5%

5%5%

75%

10%

5%

5%5%

60%

10%

5%5%

5%15%

40%10%

5%

5%

5%30%

Stadiums & Arenas –Olympics, Gladiator Fights Races, Sports Events

Roman / Greek Era(Iron Age)

Early Christian Era(Post Iron Age)

Mid Christian Era(Medieval Age)

5%

20%10%5%

5% 30%

15%

5%10%

20% 10% 5%

5%

30%

5%10%

5% 10%

30%

20%

10%

10%10%

5%

5%

5% 5%

Today – Early 21st Century(Digital Revolution)

“I think consumers expect more of a total fan experience now”- Vince Thompson, Founder/Chairman/CEO of Melt Sports & Entertainment

Pubs, Inns, Hotels

Roman Baths

Theater,Orchestra

Parades,Feasts, Festivals

Gambling, Betting

Dancing Balls

Discos

Circus

TV / Radio

Cinema, Live Music Shows

Internet, Digital Media Entertainment

Renaissance Era(Industrial Age)

Early 20th Century(TV Age)

Later 20th Century(TV Revolution)

Figure 1: The historical evolution of large crowd-based entertainment preferences

However, the comfort of technology cannot offer the tribal experience exclusive to stadiums and venues. Stadiums give fans the opportunity to be part of the action and excitement, connect with their favorite stars and other fans and be a part of something bigger than themselves.

In the digital age, venues must continue offering this tribal experience in a contemporary and relevant format that encourages fans to choose live experiences over digital ones. To do this, stadiums must enable advanced online connectivity at venues along with sophisticated contextual

services, thereby merging the advantages of digital and live to create a holistic fan experience.

Figure 2: The revolutionary fan experience

External Document © 2018 Infosys Limited External Document © 2018 Infosys Limited

Key Challenges In Enabling Connected Venues Changing fan expectations

The next-generation sports fan wants to enjoy the adrenaline rush of watching live events at a stadium. However, fans also want to share cool digital content and insightful opinions to reaffirm their allegiance to favorite teams/players. They want to be armed with stats, trivia and videos to drive discussions and debates on their online/offline social networks. They also like to be rewarded for their loyalty through free or discounted tickets and merchandise. As each fan is unique, personalizing the fan experience is critical to increasing engagement.

Need for contextualized and connected services

At the venue, digitally-powered and passionate fans want to stay connected, enjoy media-rich experiences and access social and contextual services through

their smart devices. The lack of in-venue connectivity breeds frustration, leading to attrition. It is imperative for venues to embrace technology that is cost effective and scalable to improve the fan experience and ensure customer retention.

Competing with the big-screen TV

It is significantly cheaper and easier for a fan to watch an event or a game on TV at home. This is a universal trend driven by high-definition (HD) television, high-speed internet, live streaming, live telecasts, and social media updates. A recent Cisco study reveals that 57% of fans prefer to watch live games at home. To attract these fans to venues, stadiums need innovative approaches that are extremely appealing to fans.

Always-on connectivity

Stadiums and venues can host large crowds during events. Ensuring always-on and stable connectivity to services and networks can be challenging when dealing with such a large user base.

Monetize digital investments for higher returns

Enabling digital in stadiums and venues is a costly affair. As live events are typically hosted once or twice a month, stadiums and venues must find new opportunities to monetize their digital investments, race ahead of the competition and create delightful fan experiences. They must also help advertisers/sponsors cut through the advertising clutter and run personalized campaigns for their audience.

Where Should User Engagement Begin? “The complete fan experience starts by offering value-added services and engaging with fans ahead of the event.”

John receives an event reminder based on his preferences

John buys a ticket and reserves a parking slot

John reaches the stadium and is ushered to his reserved parking slot

John checks-in and is ushered to his seat. He orders snacks and beverages with in-seat delivery

John receives an alert that his friend Alice is in the stadium. He uses the stadium map to select a point of interest (POI) and they decide to meet during the break

John analyzes the live stats of the match and shares his insightful views on Twitter

As John’s view is from a fixed angle, he can replay moments he missed

During the break, John meets Alice, takes a selfie and posts it on Jumbotron

As he walks past the merchandise stall, a campaign pops up with a flash discount

John is recommended to an entry gate with the shortest queue. He logs into free stadium WiFi

John plays a raffle and wins an autographed jersey and earns loyalty points

He receives recommendations on nearby restaurants

Match ends. John is ushered to the nearest exit

John gets access to a selected gallery of images and videos to relive and cherish special match moments

John receives notifications about his favorite players and teams

He receives information on other POIs

Figure 3: Services to increase fan engagement

Figure 4: IEEP Architecture

• In-app ticket purchase• Parking revenue• Seat/ticket upgrade• In-seat F&B order and

delivery• Additional spend on

F&B

• Real-time camera streaming from di�erent angles

• Match replays

• Sel�e upload• Social networking

through Wi-Fi• Betting from the

stadium through the app

• Location-based applications and campaigns

• Advertisements• Campaigns and push

ads• In-app e-commerce

Convenience and comfort

TV and home viewing experience Fan engagement Sponsor value

creation

1 2 3 4

Categories of fan engagement services

External Document © 2018 Infosys Limited External Document © 2018 Infosys Limited

Infosys Entertainment Experience Platform (IEEP) is the SolutionInfosys Entertainment Experience Platform (IEEP) is a next-gen comprehensive fan engagement platform that leverages

stadium infrastructure powered by hi-density Wi-Fi and beacons.

IEEP offers a suite of superior services that empowers stadiums/venues to easily embrace digital and offer rich user engagement. It provides digital integration and seamlessly connected facilities. The

platform helps stadiums monetize digital strategies to amplify their infrastructure and enhance engagement across users, guests, partners, patrons, and sponsors. By creating new revenue streams for venues and partners, the platform also drives user demand for stadium facilities.

Figure 4: IEEP ArchitectureRDBMS

In-Memory Data StoreBlob storage

Big Data Platform

Content Mgmt. System

Location-based Services (Beacon and

Wi-Fi )

Third-Party Integration

Hub

Data Collection, Reporting

and Analytics

Push Noti�cation

Server

Loyalty and Rewards Mgmt.

TicketingQueue Buster

Location-Aware

Campaigns

Navigation (seat, parking,

POI )

Event Calendar

O�ers and Emergency

Noti�cations

API Gateway (REST API)

Admin Dashboard

Mobile SDK

Secure Access

Applications

Platform Core

Data Store

Mobile App

F&B/Merchandise Catalogue

Facebookand

Google+ User Log-in

Live Match Stats and

Social Media Content

Watch Match from Multiple

Camera Angles

Match Replays

Earn and Redeem

Loyalty Points

Video and Image Gallery

Reports on Campaign E�ectiveness, Footfalls,

Visitor Action, Network, and User Pro�ling

Event-based App Re-skinning

Personalization

Concierge Services

Taxi Services

Figure 5: Capabilities enabled on IEEP

External Document © 2018 Infosys Limited External Document © 2018 Infosys Limited

Features of IEEPThe IEEP platform provides a series of intelligent services and functionalities to enhance the fan/visitor experience.

Role-based Access Control Mobile Application Management

Mobile Application Re-skinning

Queue Buster Third-party Integration Hub

Tenant Management Content Management Event Scheduler Navigation Reporting

Venue Management Campaign Management In-Venue Live Streaming Loyalty and Rewards Management

User Profiling

Point of Interest (POI) Management

Push Notifications Visitor Management Content Aggregation Real-time Visitor Tracking

Ticketing Integration Social Integration User Personalization Feedback Gamification

External Document © 2018 Infosys Limited External Document © 2018 Infosys Limited

It also provides analytics on visitor presence and footfall, campaign effectiveness and visitor actions.

Figure 6: IEEP monitoring of visitor presence and footfall

Figure 7: Insights into campaign effectiveness

Top POIsDwell TimeTop Geo Fences Visitors/Time

3%5%New Visitors Today Repeat Visitors Today

5023New Visitors

9322Repeat Visitors

Footfall Heat Map during the Event

11:00 AM8:00 AM 2:00 PM 5:00 PM 8:00 PM

Dwell Time in Geo Fence

8 AM11 AM

11 AM2 PM

2 PM5 PM

5 PM8 PM

5000

10000

15000

0-10

10-30

30-60> 60

minutes

Entry Exit F&B

200

400

600

PorscheCampaign

ProximityCampaign Type

4209Delivered

25% 63%2652Realized

PorscheEmiratesP&G 20

P&G 45

Billiton

ANZQuantas

Fosters

Stadium LoyaltySt. George

Entry Greeting

Cwlth Bank

Tag Cloud of all Campaigns of the Day

Merchandise VIP

Male: 267 Female: 365

Campaign Performance across Geo Fences

Trend New and Repeat Kinds of UsersIn Geo Fences

External Document © 2018 Infosys Limited External Document © 2018 Infosys Limited

Figure 8: IEEP tracking of visitor actions

With IEEP, stadiums and venues can transform static assets into a dynamic and value-driven ecosystem. The platform allows businesses related to

all aspects of event management to collaborate and offer a complete range of services to fans. Besides increasing engagement and improving the fan

experience, IEEP helps stadiums find new revenue streams, build synergistic partnerships and stay relevant.

Ticketing

52% 37% 2Average Ranking

External Pages Loaded Mobile Features Usage Report

Device Type App Usage/TimeMobile Features

15%

Mobile Usage In-Venue Usage External Usage

2000

4000

6000

F&B Social Places Google Map

Shopping Others

Account

Feedback

GalleryEvents

52%

13% 26%

7%

3%

Loyalty

Content Type

Visitors: 3580

© 2018 Infosys Limited, Bengaluru, India. All Rights Reserved. Infosys believes the information in this document is accurate as of its publication date; such information is subject to change without notice. Infosys acknowledges the proprietary rights of other companies to the trademarks, product names and such other intellectual property rights mentioned in this document. Except as expressly permitted, neither this documentation nor any part of it may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, printing, photocopying, recording or otherwise, without the prior permission of Infosys Limited and/ or any named intellectual property rights holders under this document.

For more information, contact askus@infosys.com

Infosys.com | NYSE: INFY Stay Connected