Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography
Abstract
:1. Introduction
2. Review of Literature
3. Data Collection and Analysis
- What are the unique characteristics of the potential audience for UWM?
- What roles might different segments of this audience play in the sport?
- Specifically, which facets of the product or the sport motivate and/or engage the audience?
- perspectives on the quality and value of the product;
- themes of interest, such as historical commentary, martial arts and combat applications, references to popular culture and sport logistics;
- variables such as frequency of user engagement, their tone and level of expertise.
- gave feedback about the company or product, both positive and/or negative;
- interacted with other community members;
- used language respectfully or inappropriately.
- experience-based weapons combat insights;
- knowledge of combat dynamics and strategy;
- knowledge of historical and cultural relevance of weapons arts and combat;
- knowledge of weapons characteristics such as blade quality, craftsmanship, weight dynamics, etc;
- unique insights around sports dynamics (scoring, experience, measurement, etc).
- number of friends;
- number of groups to which they belonged;
- largest number of followers within a group;
- smallest number of followers within a group;
- mean number of group followers for all groups;
- relevance of groups to UWM;
- mean number of ‘likes’ on personal posts;
- mean number of comments on personal posts.
4. Results
- historical commentary;
- martial arts and combat application;
- references to popular culture;
- discussions of sport logistics.
4.1. Key Customer Requirements
4.1.1. Unprecedented Variety
“I want to see for example someone who knows Ninjitsu with a bouken vs a chinese monk or a Roman gladiator or spartan vs a Samurai; all which incompasses if anyone looses their weapons, they will have to go full on fist fighting against the other opponent who possesses a weapon or not. Or a match where one person fights many people at one time and what his/her adjective is to get from one spot to another at a certain time without being killed or defeat as many people as he can before he himself gets killed. Possibilities are endless!”(sic, CH, 2014)
4.1.2. Simulated Reality
“Simply detracting hit-points seems much more “gamey” to me than trying to render the damage that would realistically be done. That would really make Unified Weapons Master something special.”(DB 2014)
4.1.3. Elite Expertise
“If they made this into a combat sport, I’d watch the hell out of it as long as the guys in the armor knew what they were doing and weren’t just a couple of thugs swinging sticks around.”(SH 2014)
4.1.4. Informative Entertainment
“After 20 odd years of martial arts and a reasonable amount of time in a ring—I wonder if people want to watch a “bloodless” sport? Crowds tend to like seeing the blood and pain and knowing a fight is real.”(MH 2014)
“The true devastation of the combat will be somewhat lost in translation due to the armor’s dampening effects. It’s undeniable that part of the reason contact sports are so popular is the audience’s ability to feel the brutality—the “oh shit did you just see that!?!” moments of a huge right cross or a big tackle. So while displaying data will work for the hardcore audience, making Unified Weapons Master a commercial success will require some translation of that data into real-world action for a wider audience to connect with.”(DF 2014)
4.2. Personas
4.2.1. The Sports Fan Customer Requirements: Elite Expertise and Informative Entertainment
“Aaron loves all things sports. He follows all his hometown teams religiously. Every season he watches nearly every game of all the sports playing at the time. Sport is his preferred connection point with other people and he can talk for hours with his friends or strangers about statistics, strategy, and player performance. Aaron is drawn to the skill, intensity, and competition of sports. More than anything, he thrives on the community it provides and lives for the glory of the win. Competition drives him, he spends his free time reading game analysis and finding obscure information to build his knowledge base for the next argument or fantasy matchup.
For Aaron, UWM provides an untilled competitive landscape, the social aspect of being a sports fan (being in competition with others and part of a community) and athleticism. Since it is a sport, it has his interest. Since he is a novice, he will want to know the statistics, the rules, strategy, and the big names. He wants to be able to talk the talk to anybody who will listen or argue. Elite expertise is a requirement for Aaron, and the informative entertainment factor drives home his interest in a data-rich quality sports entertainment experience.”
4.2.2. Mr. Fantasy Customer Requirement: Unprecedented Variety
“Sunnie identifies as a geek and regards the title as a compliment. Most of his days are spent in some combination of playing video games, scrolling through technology or gaming blogs, watching anime, and discussing all of these pastimes with his friends.
His interest is initially caught by the armour, not the sport. He is most excited by the entertainment value of UWM, the aesthetics and capabilities or the armour and the possibility of having a suit (though not for the purpose of competing in the sport). He wants to wear it, to own it, to have it as another toy. The technology is of interest too as he is excited by novelty and innovation. Because it looks like Iron Man or Robocop, it appeals to his sense of nostalgia and sets off his awesomeness alarms. He is mainly engaged by the unprecedented variety, the potential to see things like Roman Gladiator or Spartan versus Highlander battles will draw them into events, but his loyalty to the sport will wax and wane.”
4.2.3. The Competitor Customer Requirements: Simulated Reality and Elite Expertise
“Brendan is a natural athlete. He excels at any physical activity he attempts, regardless of whether it’s rugby, table tennis, or skateboarding. He has never had aspirations to become a professional athlete after playing three seasons of sports in university, but once he turned to mixed martial arts (MMA), he found a new field in which he could compete. He has had a half dozen amateur MMA fights and enjoys a winning record. Most of his free time is spent either in the gym or doing some form of physical activity.
Brendan likes to compete. UWM represents a new avenue to test his mettle and increase his skills. In most fighting and training scenarios Brendan has to pull his punches, and he is very excited by the opportunity to go all out and get concrete feedback on his ability to do damage. While he is entertained by watching others compete, part of his entertainment is strategizing about what he would do in the same situation. Simulated reality and elite expertise are the two key factors which catch Brendan’s interest in UWM; seeing the best of the best go to battle using practical combat techniques drives Brendan’s excitement and motivates him to train in new styles of combat in order to get a piece of the action.”
4.2.4. The Armchair Historian Customer Requirements: Informative Entertainment and Simulated Reality
“Any opportunity to show his superior knowledge draws Gordon out of his antisocial routine. Despite having studied engineering, Gordon’s true passion has always been in history; specifically, the western era before gunpowder made warfare boring. He is extremely well versed in ancient battle tactics, weapon-making techniques and events. Accuracy is of the utmost importance for Gordon, he spends a large amount of his time pointing out flaws in the things people create, especially on the Internet. He is a harsh critic and prides himself on not pulling any punches when it comes to pointing out people’s flaws. Some have even called him a troll, but that’s just because they’re jealous. Never the physical type, Gordon spends most of his time buried in books or playing board game.
Gordon is an unlikely sports fan, but UWM presents a unique opportunity to show off his expertise and become widely appreciated. His interest lies not specifically in the combat or entertainment, but in the narrative that accompanies it. Accuracy and authenticity are of the utmost importance to him, and while the unprecedented variety appeals to his guilty pleasure center, the informative entertainment and simulated reality are where most of his attention will be focused.”
5. Discussion
6. Conclusions
Author Contributions
Funding
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Leung, L.; Feldman, D. Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography. Sustainability 2021, 13, 11690. https://doi.org/10.3390/su132111690
Leung L, Feldman D. Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography. Sustainability. 2021; 13(21):11690. https://doi.org/10.3390/su132111690
Chicago/Turabian StyleLeung, Linda, and Daniel Feldman. 2021. "Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography" Sustainability 13, no. 21: 11690. https://doi.org/10.3390/su132111690