In this interview with Chris Neilson, Innovation & Business Development Director at the International Bowling Federation (IBF), we deep dive into the digital transformation and digital commercialization process of IBF. Chris also shared some insights about what strategies they are considering to attract the younger generations, how they are overcoming the COVID-19 situation and what are some of the new opportunities for the federation moving forward.
1) What made the International Bowling Federation prioritize its digital transformation & digital commercialization?
Bowling is the world’s most connected sport, but it is currently working in isolation. Our vision is to be the catalyst of change and connect the sport together using next generation technology.
Bowling is also one of the world’s largest participation sports. However, those athletes, former athletes and their friends and family are not watching bowling in similar numbers. Consequently, Bowling does not receive the media exposure that it might and that low visibility results in lower revenue from the media and commercial partners. With fewer triggers in the media, the conversations between fans become less frequent, and a downward spiral ensues.
At IBF, we are now acting like a matchmaker, bringing brands and fans together so that both enjoy an improved bowling experience. We must continually innovate to compete not just with other sports but with every different entertainment experience and so a digital ecosystem approach becomes critical to these goals.
“AT IBF, WE ARE NOW ACTING LIKE A MATCHMAKER, BRINGING BRANDS AND FANS TOGETHER SO THAT BOTH ENJOY AN IMPROVED BOWLING EXPERIENCE. WE MUST CONTINUALLY INNOVATE TO COMPETE NOT JUST WITH OTHER SPORTS BUT WITH EVERY DIFFERENT ENTERTAINMENT EXPERIENCE AND SO A DIGITAL ECOSYSTEM APPROACH BECOMES CRITICAL TO THESE GOALS.”
2) What strategies (commercial, promotional, participation) are you considering to attract younger generations and different generations into the sport of bowling as fans/practitioners?
Mobile-first was a phrase coined years ago though Bowling can excel and capitalize on the level of technology that now exists in most people’s pockets.
With vast hours of bowling captured each year, it makes a fully loaded linear broadcast strategy a challenge to create so it is imperative to establish a home for international bowling on a connected platform. This does not mean a dedicated bowling OTT platform, but a platform that brings together many components beyond just consuming video content, such as gamification, achievements and the ability to not just watch bowling but to play it through a truly global connected environment.
Data drives AI, deep learning, and the marketing department of every potential partner. We will be gathering, organizing, and analyzing such data of those participating and engaging in bowling to enhance the experience for the athletes, fans and member federations.
We are also exploring the bowling community to act as our broadcast lens to the world, giving the flexibility to self-stream and share across multiple platforms from a dedicated elite community to a social one.
3) You have announced several partnerships in the past months in 2020. What expectations do you have on their ability to accelerate your digital transformation?
All the partners to date will play a critical role in the digital strategy as they work as a team in the development and beyond.
Earlier this year we announced a partnership with QubicaAMF, the largest and most innovative bowling equipment provider in the world. Partnering with QubicaAMF, a leader and innovator in the bowling industry, will help us to increase the levels of participation globally across our digital strategy.
All the pieces of the jigsaw will enhance the experience and value proposition of the platform. Partners such as StriveCloud, with their expertise in scalable gamification modules, will keep fans engaged and consequently loyal throughout. We will also complement this with purpose built video capabilities for high quality, low latency technology in a secure and reactive environment so that users can communicate, capture and share their content. On top of this, we will explore a truly immersive experience to bring fans even closer to our events like never before, through the help of our partnership with YBVR which was announced earlier in the year.
Curveball Digital who has also joined the journey will have a focus on increasing awareness, participation, viewership and excitement around bowling through cutting-edge social media content and a digital-first approach to promotion.
4) With COVID, the value of live to sports entities has decreased and pushed them to think about themselves as sportainment offerings. How is the International Bowling Federation approaching this in COVID and beyond? What type of content & data could drive a future OTT offering by the Federation and what business models would it leverage?
Breaking the traditional format.
Firstly, we recognize that bowling is not just a sport but it has a unique entertainment factor, an area that we will look to explore further in the coming months.
We have switched a focus around mobile. Mobiles will capture and distribute content and our athletes will become our broadcaster lens’ to build their profiles and promote the product.
Centralizing a mobile ecosystem tailored to optimize the UX will allow for the audience to engage globally through athlete distribution. Athlete live content distribution also allows our performers to commercialize themselves within their own platform basis, building a trust and togetherness with the international bowling community.
5) How does the International Bowling Federation balance & structure its sport & development responsibilities with its digital & business responsibilities as an international federation for the sport?
We can balance both factors together within the transformation, this is more so said due to COVID-19 and us using digital technology to bring together our elite athletes in a safe environment which means completing locally for an international event. It also means we can have a platform whereby coaching/training and many other aspects can connect people together without needing to be present in person, leading to more engagement and an efficient process for the future.
Technology is key to the success of the development of the sport, to how people register, complete and share. The same also applies to social bowling and how we aim to bring together a compelling experience for those to either simply book a lane or challenge themselves to become an elite athlete.