La Clippers build the future of technology in sports, with facial recognition fueling a new fan experience
– Take it. Technology quickly changes sports – mobile sports betting to the experience of fans in the field. A model for the future of high technology of fans experience is in Los Angeles, in Intuit Dome by one year.
Halo Sports and Entertainment, belonging to the owner of the Clippers and former CEO of Microsoft, Steve Ballmer, opened the installation last year. The longtime director of the Clippers, Gillian Zucker, became CEO of Halo after his launch. She told my colleague Kristin Stoller to FortuneCOO Summit in Scottsdale, Arizona, yesterday on the implementation of technology, including facial recognition – through the experience of NBA fans
Intuit Dome opened with an atypical ticket policy – exhibiting visitors to have their own tickets on their own phones. Without this change, a large part of the experience that Halo wants to build would not be possible. When a person scanned four tickets on behalf of their group, the company lacked information on these three other customers or fans, Zucker said. “Everyone wants to be able to know everything about their customers,” she says. “We [knew] 25% of people arriving. »»
This friction took some time to get used to fans, but that gave more information to Halo, paving the way for hyper-personalization. Its decibels technological tracks with each individual seat – allowing Clippers to allocate the strongest fan of the arena to each match. Emerging technology also allows visitors to look at a screen when they enter and are welcomed, by name, with all the fans who see something different. “It is exciting enough for people to get involved with their identity document,” said Zucker.
Although this may seem likely a recorded personal data just for having attended a basketball match, Zucker maintains that consumers are comfortable with technology – when it is not called “facial recognition”. Asked about this technology, they say, “I don’t want to have anything to do with that,” says Zucker. “We say, how do you feel clear?” They say, “I clearly love it,” she said.
Emma Hinchliffe
Emma.hinchliffe@ Fortune.com
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This story was initially presented on Fortune.com
