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Deltatre adds sport-related functionality to AXIS

Deltatre, the global leader in fan-first video experiences, has announced the development of a new suite of sport-focused features and functionality within its user experience (UX) management tool, AXIS, to support leagues, teams and federations. 

AXIS is a targeted UX management console and suite of multi-platform Reference Apps. For many years, AXIS has been the go-to product for OTT services, including BritBox, Rogers Sports & Media and DR.

AXIS empowers an OTT service’s editorial team, reducing churn and boosting personalisation and monetisation options.

This latest evolution of AXIS brings Deltatre’s expertise to life, offering sports-focused OTT providers the ability to offer their users uniquely different ways of following specific leagues, tournament rounds, teams or players. 

By putting the power in the hands of knowledgeable editorial staff, clients consistently report increased engagement and reduced churn from their OTT offering. 

Deltatre has added the ability for broadcasters and rights holders to adapt their services, so that sports content such as competitions, events, teams, and athletes can be promoted out-of-the-box, with dedicated templates enabling easy discoverability of live and catch-up sport video content. 

In addition, a new personalisation feature allows users to follow their favourite team or player so they never miss a moment of the action. 

Using a simple drag-and-drop interface, AXIS helps editorial teams control every element of their OTT video service, including design, navigation, promotions, page layout, and content. 

This builds on an already extensive set of core AXIS functionality that includes the following features:

 A drag-and-drop management system: Enables any content producer to make real-time changes to an OTT service without needing to touch any code – helping to boost engagement and monetisation opportunities. 

 Smart lists: Streamline efficiency with ‘smart’ lists of content that combine manually curated and rules-based content.

 Advanced Segmentation Tags: Target your audience by demographic type, device, location and so on. 

 Personalisation:  Dynamically surface related content that you know your users are interested in, based on their followed items. 

 Page and row templates: Ready-to-use templates and row types let you create and configure detail pages for your competition, event, team, and other assets, that users can navigate to from anywhere in their app. 

 Monetisation options: Boost revenue potential in a non-intrusive way, by adding brand sponsored rows or banners directly into the UI. 

Gilles Mas, President of Video Experiences, Deltatre, said: “As a long-standing streaming technology provider to leading OTT platforms across sport and entertainment, Deltatre is uniquely positioned to understand the complexities and differences in the way fans and users engage with and consume different content. 

“We know how important it is to combine a greater user experience with clear, actionable audience data. Truly understanding your customers, and giving an editorial team the tools to act on that knowledge, is key to maximising engagement and reducing costs and churn.”

AXIS complements Deltatre’s comprehensive end-to-end offering across sports and entertainment, which includes its OTT player DIVA, the world’s most powerful sports publishing platform FORGE, and mtribes, a SaaS platform for real-time, data-driven UX targeting. 

Soccerscene is committed to promoting, enhancing and growing the soccer industry in Australia. We believe soccer news has captured the attention of grassroots soccer clubs, apparel and equipment suppliers – which extends to governing bodies, club administrators and industry decision makers. Many of the auxiliary products and services support the growth of the soccer industry in Australia and Asia, a passion we also share and want to express through our work.

Infront X creates the ideal fan experience for leading clubs 

With popular football clubs among their extensive client list, Infront X presents as the perfect partner for anyone in the sports industry looking to improve their fan experience. 

Infront X is a digital media company focused on the link between data science and technology and how this can create more personal experiences for users  growing audiences for content owners, bridging the gap between storytelling and technology and creating digital platforms and experiences to help global brands engage with audiences and monetise their investments. 

Infront X works with many of the biggest names in sports, media, entertainment, and gaming, tailoring to meet their interests using data-driven insights to cater to audience passions and empower businesses to make millions of lasting impressions.  

Infront X has established themselves across the world with offices across North America, Europe, and Asia, where they have had a massive impact in helping elite organisations like the PGA TOUR, Verizon, NASCAR, FOX, Chelsea FC, AS Roma, the International Ski Federation, and the International Basketball Federation, as well as many others. 

Forming part of Infront X’s expertise is the way they have delivered fan experience for sporting organisations. One of their leading projects has been with 2020-21 UEFA Champions League winners, Chelsea FC. 

Launched in 2018, The 5th Stand App connects a global fanbase to their club and community. 

During a long-term partnership, Infront X has worked closely with Chelsea’s digital team to create and implement a data-driven digital product strategy, which brings the very best features together on The 5th Stand. The app is designed to let Chelsea’s global fanbase interact with each other and support the club, even when they cannot be in one of the four stands at Stamford Bridge, particularly key to capturing an international audience. 

The collaboration between Infront X and Chelsea both parties to develop and deliver an innovative digital strategy that focuses on deep fan engagement for a truly interactive interface. Since From the time The 5th Stand was released, it has been downloaded over 6.7 million times, making it the fastest growing football app in the world. A recent survey by Chelsea saw 92% of all fans recognise the importance of having The 5th Stand app. 

Moving across to Italy, Infront X and AS Roma FC form another partnership that is in amongst a multi-year deal. Regarded as one of the most successful clubs in Serie A, Infront X saw another perfect opportunity to help a club that has an incredibly passionate global fanbase.

Ordinally, AS Roma were able to relaunch their flagship website in 2018 thanks to Corebine, powered by Omnigon, in conjunction with Infront X. The introduction of the digital media company to AS Roma’s business strategy and planning identified the needs and requirements for the club, through insights gleaned that saw new monetisation opportunities and holistic recommendations to take the digital experience to the next level. 

Infront X were then able to develop and launch mobile apps to cater for the global community, alongside a revamped and responsive website that comes with a host of different languages. A verstaile platform gives AS Roma fans everything they need with in-match and player statistics, as well as enhanced video capabilities. 

Sporting leagues themselves can even get in on the action, as evidenced with the features that Infront X helped the Scottish Professional League (SPFL) with. 

The SPFL were seeking new ways to keep their fans engaged in a time where the league was postponed due to the Covid-19 outbreak. 

When league games were cancelled, Infront X found a way to fill a content gap by using a voting system to reach fans and create those interactions. Each week, they had the chance to vote for which archived match would be streamed each week. 

Eventually when matches resumed, a poll allowed fans to vote on ‘Team of the Season’ content and a variety of other campaigns ensured that fan engagement would always remain at a high. 

To see everything that Infront X has to offer across a range of industries, you can find it here. 

United Football present three options to Football Victoria to salvage promotion

Football Victoria’s decision to cancel Season 2021 without promotion and relegation is facing a considerable challenge from over 40 Victorian clubs.

Football Victoria’s decision to cancel Season 2021 without promotion and relegation is facing a considerable challenge from over 40 Victorian clubs.

Under the banner of United Football, more than 40 clubs have joined forces to challenge the decision to suspend promotion and relegation in men’s and women’s competitions in Victoria, following the cancellation of the season.

Football Victoria announced the cancellation of the remainder of the season in Metropolitan Melbourne on September 3 2021, in which it also revealed that promotion and relegation would not proceed.

The decision has stirred controversy in the Victorian football community, with a number of clubs who were in the mix for promotion now believing that their efforts have ultimately been wasted.

The United Football Group of Clubs (United Football) represents more than 40 clubs from the top-tier of National Premier Leagues Victoria, right down to State League Five and is advocating that clubs who worked hard to put themselves into promotion contention across men’s and women’s divisions deserve to be rewarded for their efforts.

United Football Chairperson Zak Gruevski, former President of Preston Lions, believes that the clubs are disappointed that promotion has been taken off the table.

At BT Connor Reserve, home of Preston Lions, it has not been an uncommon sight to see over 2,000 people in the stands supporting their team.
Zak Gruevski at Preston Lions. Photo Courtesy of Matt Johnson

“As clubs, we simply can’t tolerate this anymore,” Gruevski told Soccerscene.

“We invest money into our clubs, we work hard to create an environment that leads to success and in the context of a completely lost 2020, to not reward the clubs that have been ambitious in 2021 is not acceptable.

“Our own governing bodies want us to improve as clubs. Football Australia and Football Victoria have set out plans for the growth of their top-flight competitions, so clubs that have invested and improved themselves should be rewarded for that effort, especially with almost two-thirds of the season played.”

“The Football Australia Performance Gap recommends expanded NPL competitions that allow for 30 games per season, so this isn’t just us making things up as we go along to suit a few vocal clubs. Promotion is an important part of the game achieving its competitive and developmental aims.”

United Football has now held several meetings with concerned clubs, and last week delivered a written submission to the Football Victoria board that argues clubs have been misled and that Football Victoria did not adequately prepare for a range of COVID-19 related scenarios, particularly given the cancellation of the 2020 season.

Whilst the clubs acknowledge the cancellation of the season is in light of prolonged, ongoing lockdowns in Victoria, they strongly believe that promotion and relegation was consistently communicated as going ahead, even as late as August 9, 2021 and that promotion – at the very least – should still be honoured.

“You could see from a mile away that the season was going to be affected by COVID,” Gruevski said.

“Like most clubs, for the first few games of the season, all activities were. Checking in, managing numbers in and out of the ground, and as the season progressed that burden became heavier.

“Everyone experienced the effects of COVID in 2020. We lost a whole season and we came into this one with written commitments that promotion and relegation would exist for 2021.

“Even as late as August 2021, when clubs were provided the roadmap out of lockdown, promotion and relegation was still a live issue.

“The scene was set by Football Victoria as early as May 2020 with the release of their ‘Guiding Principles’, where the commitment was that as long as each team played each other once, that would constitute a season for promotion, relegation and prizemoney.

“That didn’t happen, but it didn’t happen because Football Victoria did not incorporate it into the rules of competition and then decided in between lockdowns to play the fixtures based on the calendar instead of the unfulfilled rounds, meaning some teams played each other twice and some didn’t play at all.

“Why, as clubs, should we have to pay for these mistakes? Why should we now have to recomplete an entire season?

“Football Victoria has confirmed that it wants to revise the rules of competition to avoid this happening in 2022, which we’re happy to work with them on, but it doesn’t solve the issue we face right now.”

Gruevski added United Football was also questioning the validity of Football Victoria’s decision, with clear precedent around the country to maintain promotion and relegation, or at the very least, complete a league restructure.

Capital Football decided to honour promotion and relegation despite the early cancellation of the season, whilst Football New South Wales decided to opt for a restructuring of its leagues in light of the cancellation of its competitions.

United Football has received commitments from more than 90% of its 40+ affiliated clubs to contribute to the costs associated with challenging this submission, and work has already progressed with the appointment of a legal team.

In addition to reviewing written material issued by Football Victoria, United Football’s legal team worked on a written submission, which was delivered to Football Victoria on behalf of the clubs on Monday September 20.

The submission, sighted by Soccerscene, notes the group’s commitment to try and amicably resolve the issue with Football Victoria and presents three options for the state governing body to consider:

  1. Promotion and Recognition of Champions based on current standings or points per matches played method, with or without relegation.
  2. Restructure of the leagues to achieve the desired effect of promotion/relegation, completed in line with the 2021 Football Australia Performance Gap Report.
  3. Align with Football Victoria principles and fixture the outstanding games between teams who have not played against each other to complete the season and award promotion and relegation. Given the current COVID situation, it is recognised that this may be the least likely scenario.

Gruevski has had confirmation that the submission had been received and was discussed at Football Victoria’s most recent board meeting and is being reconsidered at an extraordinary meeting being held this week.

“I am satisfied that Football Victoria has heard our concerns and are taking steps to give this further consideration,” he said.

“But the clubs have been very firm with me and in turn our legal team. If we don’t hear back this week, the Group is determined to then proceed with other options.  The Group has reserved its rights to pursue all avenues to reach a satisfactory resolution to the matter.

“One thing is clear; this issue is not going to go away.”

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