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Big data, inteligencia artificial, blockchain y las herramientas analíticas, entre otras tecnologías de punta, están revolucionando la industria del deporte.
La digitalización de las “jugadas de pizarrón” se consolidan en diferentes deportes. Hoy, con los sensores adecuados tanto en la vestimenta de los jugadores como en los objetos que se utilizan, se obtiene información histórica sobre partidos, o imágenes digitalizadas y analizadas con herramienta analíticas de video. Así, un gerente deportivo o un director técnico pueden obtener información detallada sobre rendimiento y tácticas, monitorear el desempeño de cada individuo en particular y del equipo en general o evaluar la evolución de lesiones (y hasta prevenirlas).
Del mismo modo, pueden obtenerse datos de los oponentes y preparar las estrategias con mayor precisión.
En efecto, a través de diferentes dispositivos se puede recolectar toda esta información, que puede procesarse en la nube y, a través de machine learning, inteligencia artificial y herramientas analíticas, utilizarse para generar predicciones u obtener un conocimiento profundo de todos los representantes del club. Los datos adecuados pueden volcarse en el momento oportuno a la persona indicada para que tome las decisiones correctas, minimice problemas o desvíos o genere propuestas de mejora continua: el entrenador, el mismo deportista, algún gerente del club.
Los tiempos en que el entrenador tenía una colección infinita de videos que debía ver completos hasta encontrar los momentos adecuados son hoy casi prehistóricos: basta con preguntarle concretamente a la herramienta sobre lo que se necesita ver (“pases hacia atrás”, “posición en la cancha de tal jugador”) para que aparezcan en segundos las escenas correctas.
Solo para fanáticos de los deportes
Las mejoras en el rendimiento del juego constituyen apenas una de las aplicaciones de las nuevas tecnologías para revolucionar el mundo del deporte: la innovación también se aplica a mejorar la experiencia de los seguidores.
Hoy los fanáticos pueden tener en su teléfono móvil promociones específicas o información adicional sobre un evento deportivo desde el mismo momento en que se acerca al estadio, incluyendo servicios de valor agregado como dónde estacionar (si se trasladó en vehículo) o dónde comer con descuento en las inmediaciones.
Pero, además, gracias a la tecnología blockchainy a los criptoactivos conocidos como fan tokens (que no son otra cosa que NFT, o token no fungibles, especializados en deportes), hasta pueden ser parte de decisiones menores del club, como el color elegido para un nuevo modelo de camiseta, u obtener beneficios directos como autógrafos de los jugadores digitalmente validados, encuentros presenciales con las figuras de un equipo o elementos coleccionables únicos. Estos fan tokens pueden ser percibidos también como una inversión: tienen una cotización que podría ir en aumento con el éxito del club o con la importancia que tome alguna figura en particular. ¿El resultado? Una mejor comunicación con cada uno de los seguidores para establecer vínculos más sólidos.
Tres oportunidades importantes
La aplicación de la innovación y las nuevas tecnologías en el mundo de los deportes provee a las entidades de esta industria tres grandes oportunidades.
La primera, la de la monetización. Hay toda una nueva fuente de ingresos en relación a las criptomonedas, la venta de contenidos especiales o la atracción de nuevos socios. Los modelos de negocios emergentes recién están apareciendo y queda mucho terreno por explorar.
La segunda, la del engagement. El fanático que puede acceder de manera directa al club, a sus figuras, a las reuniones de comisión directiva y a contenido exclusivo incrementa su lealtad, su sentido de pertenencia y su participación, activando con esto último un círculo virtuoso que motiva al mismo tiempo a la institución a generar nuevas propuestas de forma continua.
La tercera gran oportunidad es la que se menciona al principio de este artículo: mejorar el desempeño deportivo, situación que irá en aumento en la medida en que se cuente con más y mejores datos como materia prima.
El fútbol, el fútbol americano, el béisbol, el tenis, la Fórmula 1 y el básquet son algunas de las disciplinas que ya están avanzando en la incorporación de nuevas tecnologías. Es hora de que todas las entidades deportivas intenten, al menos, dar el puntapié inicial.
En Nubiral somos expertos en soluciones tecnológicas aplicadas a todo tipo de rubros. Contáctanos y conoce nuestros servicios.
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