Enhancing NFL Fan Experiences: Balancing Fun and Functionality

Today’s guest writer is Steve Bornstein, president of Genius Sports North America.

I’ve had the chance to witness some incredible developments in sports media. From rethinking how the NFL operates to the rise of esports at Activision Blizzard, each change adds a new layer to how fans engage with sports globally. It feels like we’re just scratching the surface. Year after year, new innovations offer insights and opportunities that once felt out of reach.

Genius Sports is now at the forefront of a significant shift in the industry, thanks to the integration of Artificial Intelligence. This technology helps us connect with fans in exciting ways.

Like previous tech advancements—from live broadcasts to instant replays—there’s always a discussion about the “why.” But when we focus on keeping the “fun” at the heart of everything, the benefits become clear.

This NFL season showcases how AI revolutionizes fan engagement. What was once a novelty, like alternative broadcasts, is becoming standard fare for viewers. Unique broadcasts, such as the EA Sports Madden NFL Cast and the Simpsons Funday, are changing how we enjoy NFL games. They not only entertain but also enhance our experience as fans. Other innovative projects during my time at Genius Sports include CBS’s RomoVision and Nickelodeon Slimetime, all powered by Next Gen Stats.

The Madden NFL Cast is a standout example of how technology transforms the viewing experience. Launched on December 21, it features themed graphics, player stats, and more, creating a unique live broadcast. For many younger fans, video games like EA Sports Madden are their first introduction to sports. They learn about players and strategies through gameplay, making this broadcast especially appealing.

Many fans who grew up playing Madden are now adults tuning into NFL games. EA Sports seized the chance to blend gaming with live sports, bringing them together through a themed broadcast.

Our AI platform, GeniusIQ, played a vital role in this broadcast. It merged the NFL’s Next Gen Stats with live video and dynamic graphics, delivering timely stats in an engaging way. You can see how the Madden NFL Cast was created in this video:

Just a few years ago, a broadcast like this seemed impossible. But thanks to AI, we can now explore new ways to bring live sports to fans everywhere. GeniusIQ is at the front of this movement, leading to a fresh approach to sports broadcasts.

Themed alternative broadcasts are another big step toward customizable viewing experiences. While the essence of the NFL game stays the same, fans can enjoy personalized stats, camera angles, and social media feeds.

Recent years have also seen a surge in NFL fans interested in sports betting. We’ve developed our BetVision solution, which allows fans to view live betting markets and player stats, making it easy to place bets during games.

NFL teams are also using AI to improve fan experiences and maximize their assets. For example, the LA Rams have introduced augmented highlights on SoFi Stadium’s massive Infinity Screen, providing insights that enhance the game-day experience and create new opportunities for sponsors like Verizon.

The NFL is leading the way in embracing these emerging trends. Everyone involved—teams, broadcasters, and brands—is realizing the vast potential AI offers. The traditional rules of broadcasting are fading, opening up countless new possibilities.

This is an exciting time, and we at Genius Sports are committed to keeping fan engagement fun while enhancing broadcast functionality worldwide.

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