We got 5G

on it

The 5G rollout is just around the corner. In terms of possibilities, we can more or less compare this evolution with the transition from 3G to 4G. Back then, we evolved from mainly text messages to platforms full of user-generated content and even to a Gig Economy. What opportunities does 5G bring for brands in terms of attracting your audience, and which opportunities does this bring for production and different types of content? How will 5G transform content production? Well, if you want to play with AR or VR—and yes you should—you’ll need 5G to support it. The technology and ideas can become ever so big and bold, but if the Wi-Fi doesn't hold, it’s no good to anybody.

Sports are as important online as they are offline. The interaction between a fan and their favourite team is best compared with a social media feed, not public broadcasting. They want it fast, snappy, always on, and bi-directional. No one just sits and watches an almost static image for 90 minutes or more. This is 2022. People want stats, inside info, interviews, real-time analytics… People aren’t content merely watching Snoop Dog during half-time, they want to be right there on stage with him. Yet in Belgium, today, if you want to post a story during kick-off, the upload takes till half-time.

Could be

AR and VR can and should expand fans’ sports experiences. In the real world, the distances can be a drag, though (Hello, World Cup in Qatar), and the prices too high (Qatar, again). Having a fan’s avatar sit courtside next to Drake for the NBA Raptors game might be just the solution. There has been a lot of experimentation with AR and VR activations, mainly in the States because Europe lacks the connection to carry the tech. But once 5G is rolled out clean and proper—and it will be—the Ronde Van Vlaanderen will never be the same again. Fans will just go on up the Oude Kwaremont themselves, sporting a set of VR goggles and sipping their Kwaremont beer.