Does Augmented Reality Augment the Experience? A Qualitative Analysis of Enjoyment for Sports Spectators

© Media Watch 10 (3) 664-674, 2019

ISSN 0976-0911 E-ISSN 2249-8818

DOI: 10.15655/mw/2019/v10i3/49686

Does Augmented Reality Augment the Experience? A Qualitative Analysis of Enjoyment for Sports Spectators

Ryan Rogers, Keith Strudler, Avery Decker, & Anna Grazulis

Butler University, USA


This study examined users’ attitudes and opinions of using augmented reality technology in comparison to other non-augmented reality technologies. Broadly, there were differences between users when using different devices. These differences help shed light onto the process of implementation of such new technologies in various sports settings, from arenas and stadiums to at-home viewership. From the results of this study, it is likely that this technology may not lead to better fan experience, but instead might leave them feeling frustrated and potentially isolated. Particularly given the expense of technology like Google Glass, this study suggests such technology should be implemented selectively and carefully. Additionally, the effects of using Google Glass in stadiums and arenas may not simply be on the users, but also on those seated around them, who may be bothered by the deliberate actions of those wearing such augmented reality devices. Notably, this may shift as the devices become more prevalent.

Keywords: Augmented reality, sports, audiences, information seeking, experiment


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Ryan Rogers (PhD, University of North Carolina at Chapel Hill, 2013) is an Assistant Professor in Creative Media and Entertainment at Butler University, USA where he teaches undergraduate courses in sports media and media production. His professional experience includes FOX Sports, ESPN, and the NFL Network. Ryan’s research interests center on the psychology of human-computer interaction.

Keith Strudler (Ph.D., University of Florida, 2000) is the Director of the School of Communication and Media at Montclair State University. He studies and publishes on the intersection of sport, media, and society and remains an active sports commentator for Northeast Public Radio.

Avery Decker is an Account Executive at CSM Sport and Entertainment, a full service marketing agency headquartered in London.

Anna Grazulis is a freelancer living in New York City, currently focusing most of her time working in production for SportsNet New York. She has been published in the Handbook of Research on Deception, Fake News, and Misinformation Online (2019), for her research on the impact of labeling fake news.