Personalization in Sport Apps – A Serious Hill-Climb!

In 2023, personalization has become the latest buzzword for sports apps, much like it was for TV in 2012. Fans don't want to be just another user in a sea of millions; they want sports apps tailored specifically to them, so the 'sport-tech' gurus keep telling us. However, the TV industry's experience shows that this will be a tough challenge.

Personalization requires a lot of personal data, including information on user preferences, behavior, location, and more. All this data needs real-time analysis to provide personalized recommendations and experiences. What content will be part of those experiences and how it will be presented meaningfully?

Sports apps will need powerful computing systems with sophisticated algorithms and machine learning technologies to handle this data. These algorithms would need to identify the type of fan, their habits and patterns, personal preferences, and then fine-tune and serve up curated content around what is learned. It will take AI and machine learning, and a library with a range of content as diverse as each individual. Who will manage that content library? A smart AI/ML DAM (Digital Asset Manager) integrated into a sports app that can automatically serve up additional data is potentially the answer. But let's say an app has a million active fans, is it possible to have fine-tuned data sets for all individuals, serving up personalized curated content in real-time? The idea alone sounds costly. How will this be monetized?

In addition to the technical challenges, a sophisticated user interface is necessary to seamlessly integrate personalized recommendations into the user experience. The app should present relevant curated content and information to users based on their interests, around the mainstream content that already requires eyeballs and time without overwhelming them with irrelevant information.

The data privacy element is fundamental to personalization. Privacy rules aside DAMs and sports apps must ensure that this data is protected from cyber threats and that users' privacy is respected.

While there is a lot of rhetoric and promises surrounding sports app personalization, much like personalization TV in 2012, (merely an avatar at login right now) it is a complex and challenging feature to offer. Personalization will need to be approached in stages, starting with a crawl, then a walk, and eventually a sprint up that hill! How many get to the top is yet to be seen!