Ask the Board – September 24, 2018 | JIM RILEY

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“In a busy setting, do animation and sound in particular distract viewers from absorbing your messages, or do they help to draw attention? How much is too much?”


We are in the business of sports and entertainment, and one of the highlights of this industry is being able to entertain fans over a three-hour period each night. The digital animations and sound are an integral part of the overall entertainment experience for live sporting events. Without them, you lose the fun and emotional aspects of the game, which would completely change the overall atmosphere.

The animations and sound should absolutely help grab the attention of viewers in the captive audience setting. The challenge is managing the frequency of these entertaining aspects and making sure that nothing off the ice conflicts with the action on the ice. Most of our highly impactful animations and sound take place during timeouts, intermissions or stoppages in play. Since hockey is a fast-moving, high-impact sport, we want fans engaged in the game. Then, during specific breaks is when we utilize sound and animations that attract the audience to messages such as entertaining promotions, advertisements and other team announcements.

About Author

Director of Marketing
Columbus Blue Jackets

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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