A glimpse into the
future of e-sports.
ux design strategy. 1 month
Being the e-sports the evolution of traditional sports, how does their future look like? In this project I want to explore the possibilites VR opens for offering really mind changing experiences to users.
Define the strategic design of how the experience of consuming e-sports will be in the future, distancing itself from traditional sports.
Since the beginning of video games, there has been an interest in seeing the best players take these games (their mechanics, strategies...) to the limit, and even more so in competitive games. That is why, especially in recent years with the advent of streaming platforms, the consumption of competitive video game content, e-sports, has increased exponentially acquiring a viability unthinkable a few years ago.
Yes, as you read, as crazy as it sounds, this is true. Not only that, but as the majority of e-sports content consumers are concentrated in the younger generations, traditional sports are going to continue to give ground in favor of e-sports.
From the outset, we must understand that the video game industry continues to grow year after year and this means that, as the player base of different video games grows, so does the number of people interested in seeing these games at the highest level of skill.
In the world of e-sports anyone can compete and become a champion, regardless of age, gender or physical ability. This allows players who enjoy a particular game to watch competitions of that video game to improve, see different strategies, learn new combinations, etc. In addition, anyone with a PC or game console can enter the competitive world from anywhere in the world, which increases the interest in the different games and, in turn, increases the interest in the e-sports scene of the same.
To play a game it is not necessary to meet anyone, or find a place to play, you only need to connect to the internet and you have at your fingertips the possibility of socializing with the whole planet instantly.
As we have seen, e-sports continue to grow and take market share away from traditional sports.Even so, the approach to consuming e-sports content is the same as it has been for years in traditional sports; watching the broadcast of the game on a screen. To really distance itself from traditional sports, offering a unique experience with its own identity, an evolution into the future is necessary.
Virtual reality in the world of e-sports is undoubtedly the future. The line of development to follow should distance itself from the consumption of content on a 2D screen and focus on offering the user a unique experience; that of being immersed in the virtual world that the video game presents.
The experience of being able to watch a game of e-sports through Virtual Reality within the scenario of the game itself is even greater than the difference between watching a traditional sports match on television versus being in the stands of the stadium.
In this way, the user enjoys the experience of entering fully into the world posed by the video game, a world they know perfectly because it is the world of their favorite game, but they observe it from a very different point of view. Incredibly immersive and fascinating, this point of view elevates the viewing experience to a level far superior to the current one.
Considering that both Virtual Reality and e-sports have experienced an exponential growth, it is not risky to bet on the success that the union of the two worlds would have. With 300 million regular esports consumers and virtual reality glasses being massively purchased (Oculus quest 2 has sold 10 million copies in its first quarter of release), the data supports the symbiosis between e-sports and VR.
· Traditional sports ticket sales + TV revenue is very lucrative with being able to leverage the increasing viewership by generating additional add revenue. This can be applied as well to the e-sport industry.
· E-sports are on the rise in different video games, with fans from all over the world and with teams and corporations that are becoming true giants with millions of fans, enabling the vein of merchandising and advertising campaigns.
By conducting various interviews and secondary research I have been able to identify the user to whom this new concept should be addressed. I have identified their needs and how we can really add value to them.
This service is clearly aimed at a combination of the Virtual Reality user and the e-sports content consumer. Both groups share many characteristics in common; they are generally young people under 30 years old, considered early-adopters of new technologies and trends.
There have been two main ideas that have been repeated throughout the interviews taking different forms but sharing the same concept from which the solutions that VR offers appear:
· They like to share experiences with friends, not necessarily lifelong friends but also people they have met online and with whom they have formed a friendly relationship.
· They feel that nowadays it's hard to be surprised by anything. What they once considered unbelievable in terms of technological advances and special effects has become part of their day. They believe this is due to the fact that they are constantly on their mobile, tablet or computer being bombarded by content and so it is difficult for anything to surprise them.
VR spaces allow for engaging and socializing in the confort of your home from any location
VR technology offers a unique experience, in which the consumer does not act passively observing a 2D screen, but becomes an active part of the world he/she enters.
· Making the esports consumption experience as immersive as possible.
· To offer a new point of view of our users' favorite games that is surprising.
· Enhance social relations during esports matches.
... the video game at the highest level.
... intensity / emotion / action / strategy.
... sharing it with friends.
... festive atmosphere and the encouragement of the fans.
... variety of consuming different video games.
... authentic and complete immersion in the digital world.
... the possibilities of socializing through digital avatars.
... situations that they cannot have in real life.
· Experience to share with friends on an individual basis.
· It must be possible to see the whole scenario from the stands of the stadium.
· The experience must be unique, that really differs from the current way of consuming esports.
· I want to be able to choose from different video games and have them easily accessible. I like video games in general, so I want to have a wide variety at my disposal.
· The experience should be fully immersive. I don't want any design flaws to take me out of the immersion, spoiling the experience for me.
· As a consumer of esports, I'm a fan of different video game teams, I'd like to be able to reflect that during gameplay. I would also like to be able to more easily access the matches of my favorite teams in my favorite video games.
The operation of the app is based on two main scenarios. The lobby, where the user chooses which game and which video game to watch, and the game itself, where the user is immersed in the game and can watch the esports competition from the stands.
The lobby is the central point from where the user controls everything. It is a stage in which the different games are shown and the user can access to watch the games. The user is free to move around the stage and will find other users with whom he can interact by talking and inviting them to enter the games. This is also where each user's favorite teams and video games are stored.
Based on all the user research carried out, it has been possible to obtain answers to different key points requested by the users that have served to shape the experience within the game.
· They like to share experiences with friends, not necessarily lifelong friends, but also people they have met online and with whom they have established a friendly relationship.
· You want to be able to choose to see the game from the point of view that really interests them.
· They miss the rivalries and the festive atmosphere of the traditional sports cheering stands.
· They love esports commentators because they explain the strategies, narrate what is happening, bring passion and emotion...
· They don't want to move physically, the goal should be to enjoy the show, not to exercise.
You will be able to join the games with your group of friends.
There is freedom to explore the game from the different stands.
They can customize the avatars with the clothes of their favorite teams and share stands with other fans online.
There is the option to listen to in-game commentators in different languages.
The controls are designed to be used from a sofa, bed, chair... without demanding any physical effort.
1. It's Sunday at 18:00. Ashley is meeting her friends to watch the grand final of the LEC, the European league of LOL (League Of Legends).
2. FNATIC in Virtual Reality must be amazing, so she has just downloaded our app on her Oculus Quest 2.
3. She sits comfortably on the couch and opens the app.
4. She starts by creating a login with his Facebook account and is presented with the option to customize her avatar.
5. She decides to do so, as she wants to feel cool. She is shown different preset designs of great teams and she chooses G2 (although 'Rekkles' is no longer part of the team she is still a fan of G2). She also adds a huge hat to her avatar because she thinks it really suits her.
6. She enters the Lobby where she meets more people. Using the joystick on her left controller she moves between the areas that give access to the different games.
7. After chatting quietly with different people in the lobby, it is time for her to enter the game.
8. Inside the Lobby Ashley approaches a bulletin board in the center, which shows the most interesting games of the most important teams. She selects the G2-FNATIC game.
9. She chooses the option to create a private stadium and shares the number displayed on the screen with her friends.
10. They all enter the game and appear in the stands of the stadium. Ashley recognizes her friends' avatars as they connect to the voice chat.
11. At the top of the stage a countdown is displayed indicating that there are 2 minutes left until the game starts.
12. In the meantime Ashley opens the menu to choose the commentators. By default she sees the ones from her region appear, perfect, it was just what she wanted.
13. They enjoy the spectacle of watching their favorite game from the inside. It is incredible, it really seems like she is in that fantasy world.
14. During the game they move between the different stands to see it from different angles. They cheer, laugh, scream with excitement...
15. Finally the game ends. It has been really tense, the final has gone to the 5th map. FNATIC took it in the last fight, which was crazy.
16. Thanks to watching the game in VR, Ashley has had such an incredibly immersive and riveting experience that the five maps have flown by. She almost doesn't care that G2 lost, almost...
I will continue working on this project for the future because I really feel that I can implement and improve a thousand more things. I'm excited to take this idea forward and explore other fields such as augmented reality...
The fact that I have constantly had access to real users during the process has made everything flow very smoothly from the beginning. I have managed to collect tons and tons of very useful information that I have tried to synthesize in the best possible way in this case study. I'm always open to receive feedback so if you have any proposal don't hesitate to contact me!
