Case Study: Riding the crest of a Virtual wave - June 2006  

S&T focuses on Virtual Spectator (VS), the developer of pioneering specialised models of 3D visualisation, data capture and analytics, broadcast, education, sports software and more for international sporting events such as Formula One racing, the PGA tour, the Olympics and the Volvo Ocean Race.

It’s not the athletes, managers or even business that drives the evolution of sport, but the spectators. These diverse masses are pressing for more time for more sports, more custom detail and expert analysis, more education and understanding, well beyond the capacity of a typical television broadcast to deliver. VS has focused its high-end new technology development on providing modern fans with the expanded content they desire and expect. By virtue of its history, VS has dramatically elevated the viewing and interactive participation experience of prestigious sporting events around the world. And for the Volvo Ocean Race 2005-06, around the world technology is literally what the company had to provide.

How can spectators sit in the middle of the ocean?

The Volvo Ocean Race is anything but a simple sailboat race. It’s a sophisticated 57,000 km open ocean fight. Seven newly-designed, extraordinarily advanced Volvo 70s launched in Vigo, Spain are circumnavigating the globe through three oceans, 10 ports and five continents, finally ending in Goteborg, Sweden. The fight against – and occasional tragic loss to – brutal elements and an unforgiving sea fuels spectators’ excitement and imagination. Out in the middle of the choppy ocean, VS has been able to turn a mysterious and otherwise unseen ocean race into a spectator sport.
VS developers unveiled a tool that would be invaluable for viewers, broadcasters, even the skippers in the race - the 3D VS Raceviewer. A powerfully overhauled 3D engine carries the viewer from outer space to the custom sponsorships on the sails of the super-light yachts. Using satellite technology, viewers are able to view each tactical move, from each Volvo 70, anywhere in the world. Viewers essentially become the producers of the race, toggling through four camera views - fleet, yacht, globe and onboard - and controlling camera angles, speeds and other custom choices. The 3D VS Raceviewer is a sailing enthusiast’s dream tool, with power over visual variables including wave height, wind speeds and direction, weather-including wind and boat speed and direction, isobars, rain, snow, and clouds – straight from the National Oceanic & Atmospheric Administration (NOAA).
The 3D VS Raceviewer makes it possible for sailing fans around the world to log on and mark the progress of the race anytime, day or night. Sailing fans not content with merely reading about the racers’ progress can go to the Volvo Ocean Race website (www.VolvoOceanRace.com ) and download the application free after registering, thereby increasing the web traffic and the overall awareness and interest in the event and the VS brand.

A recipe for sailing success

The 3D VS Raceviewer provides a virtual ticket to view the race in its entirety in a three dimensional environment, but what about video-hungry enthusiasts? All forms of content are condensing to fit the needs of today’s media consumer. VS needed to supply on-demand video content plus expert commentary to analyse events unfolding throughout the race, and deliver it in the most practical and global-reaching format - the internet.
VS formed a partnership with Gary Jobson, a leading sailor and commentator with broad name recognition in the sport. Jobson was a member of the America’s Cup winning team in 1977, an Emmy winner for his work covering the Olympics for NBC and has been elected to the America’s Cup Hall of Fame. This partnership in expertise quickly developed into a successful model of on-demand sports video highlights, known to sailing fans around the world as The VS Report with Gary Jobson.
The product combines Jobson’s expert commentary, raw video content taken from the Volvo 70s via satellite and graphic analysis from the 3D VS Raceviewer. Jobson and the VS Film team, working out of the US office, collaborate virtually, through VS’ conference capabilities. The video is edited and mixed, then uploaded to VS’ sailing website, VSSailing.com for clamoring sailing fans.
The VS Report with Gary Jobson breaks through the traditional format of sailing to powerfully reinforce the brand of the Volvo Ocean Race, ‘Life at the Extreme’. Users can access archived video highlights, in compelling two to three minute formats. The Reports also support other marketing efforts by encouraging the download of the 3D VS Raceviewer to track the Volvo Ocean Race’s progress.

Sailing in the palm of your hands

With the advent of mobile entertainment devices such as the iPod, VS realised the value of making sports programming available for download to them. Global spectators can download VS podcasts from iTunes onto their laptops and iPod and enjoy quality sports programming from virtually any location. The podcasts are offered free through the www.VSSailing.com website which links to iTunes for sailing on the go.

A ‘pirated’ version of the 3D VS Raceviewer

The Pirates of the Caribbean entry in the Volvo Ocean Race represented a unique marketing partnership between the Walt Disney Company and the Volvo Ocean Race to support its upcoming movie sequel, Pirates of the Caribbean: Dead Man’s Chest. The boat has served as “high-speed advertising” - moving from port to port and racing competitively thanks to legendary skipper Paul Cayard. To support this marketing effort, VS formed a partnership with the entry to offer fans of the team a custom Raceviewer application.
The Pirates 3D VS Raceviewer is a custom version with the look and feel of the team, including unique Pirates graphics and colors, offered free at Disney’s www.BlackPearlRacing.com site. In addition to the custom design, the application is also enabled to stream video content straight to the viewing audience. The possibilities for advertising and promotion through this medium are endless because of the narrow focus of the target audience.
This partnership demonstrates a synergy of marketing efforts offered to participants in events to increase the total value of the event. Using a custom marketing tool, sponsors can more effectively reach their target audience, better ensuring their participation in future events and the overall success of the event.

The future of sports technology

VS is comprised of several entities, diverse both in discipline and geographic location. Because of the global corporate reach of parent company Investors Guaranty, VS has expanded from New Zealand into Australia, Bermuda, the UK and the US. Using the latest technology and global partnerships and resources provided by Investors Guaranty, VS provides high-tech solutions to a growing and evolving sports market.
VS developed and continues to pioneer award-winning animation and graphics products for world-class events including the PGA Tour, Wimbledon, World Rally Championship, Volvo Ocean Race, VS(TM) Bermuda Masters Squash, Formula 1, America's Cup, ECB, Cricket Australia, The King Edward VII Gold Cup, and the Olympic Games.
VS’ process and delivery evolves as technology improves and spectators demand increased participation in their sport of choice. VS continues to push the boundaries of spectator experience, providing a model that can apply to virtually any sport whether played on a court, field, course, track or even in the middle of the ocean.

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