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InStat: A vital product for the future of Australian football?

Following the news of the AAFC’s plans for a national second division, Australian football seems to be moving into a new era, as the game manoeuvres around the challenges of the current COVID-19 pandemic.

Alongside the national second tier, FFA CEO James Johnson continues his push towards adopting the global standards of football in this country, flagging an integrated transfer system as a priority in the coming months.

In what will be a critical development, clubs throughout all tiers will finally be appropriately rewarded for developing young players.

The local football economy will grow and should lift standards across the board, with ambitious NPL clubs provided with an extra incentive if they are able to be promoted to the A-League.

Clubs will look to invest in resources to improve their operations overall and give them an edge, on and off the field.

Global football resource InStat, currently partners with the FFA, A-League and W-League clubs, as well as a handful of NPL clubs, providing statistical breakdowns of matches for performance analysis.

This improves factors such as game day preparation and player development, through the use of on demand video review.

Australian Manager for InStat, Oliver Civil, claims the product is suitable for many clubs around the country.

“Our mission is to enhance performance, save time, money and resources for professional, amateur and collegiate teams around the globe,” he said.

“Thanks to technology, there is no reason the ‘Moneyball’ concept of analysis, evidence-based scouting & on-field performance can’t also be applied to second division or semi-professional clubs.”

Football Tasmania Technical Director, Michael Edwards, believes platforms such as InStat are important if we want to lift coaching and player performance in Australia.

“I think if we are looking at more professional or high-performance type coaches to improve our leagues, we’ve got to actually support them with platforms, data and different learning opportunities,” he said.

“Not just for the coaches but for the players as well.

“Quite often, you can communicate with a player verbally about what’s happening, but they go ‘oh no, that’s not me, I didn’t do that’, but then to be able to instantly see it on a video clip associated with it, it provides a different aspect to that player’s development.”

Using another example, Edwards said: “You can look at an opposing team and make an analysis: Where are their goals coming from? Who’s the most influential player in their side? So those sort of insights into the way a football match actually pieces together, I think is really good.

“That’s where I see InStat’s value, the fact that it’s almost instantaneous, within a day you can have data available to you and your club, it just improves where we are heading as a sport.”

From a business standpoint, the company’s scouting platform provides users with the tools to support the buying and selling of football talent, a vital service if the game is to introduce an improved transfer system.

“Using our global database, we cover hundreds of leagues and 960,000 players,” Civil said.

“Via our video platform, using statistical analysis, we provide information on key skills, chemistry and characteristics of identified players.

“If your club would like our insight, we also offer current squad assessments, player recommendations and prospective newcomer analysis.

“We can also help support any football department with their scouting analysis & assessment of a player.”

Edwards explained there are a range of scouting options, depending on the outcomes the club using the service seeks to achieve.

“You can use a local only database if you like, or, if you’re at a club at a level that is looking for a quality international player to bring in, it’s there for you to assess in a worldwide database.”

The information gathered by the service is also effective for managers and agents wanting to highlight their player’s abilities, for possible future transfers.

“I think even for the individual player, to have that (information) out there to showcase the player to different clubs at different times, helps the process,” Edwards stated.

When quizzed on the affordability of the service, the Football Tasmania Technical Director claimed he “had been really impressed with the platform and to see this on a regular basis and have it in your club, is just invaluable.

“I think if you value it enough and say we want to progress as a football club, the platform is definitely affordable.”

Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Deltatre: The all-rounder for leading innovations

Boasting a wide range of technologies, Deltatre has proven itself to be a reliable technology provider to football federations, leagues and clubs around the world.

Boasting a wide range of technologies, Deltatre has proven itself to be a reliable technology provider to football federations, leagues and clubs around the world.

Deltatre is changing the way fans consume and engage with their favourite sports, with specialist innovations ranging across over-the-top (OTT) streaming, websites and apps, graphics, data, officiating systems, user experience, and product design.

Speaking to Soccerscene, Craig Harvey, Deltatre’s Vice President of Asia-Pacific explains: “We guide sports organisations through change. Using data and insights, combined with over 30 years of experience in sport, we analyse, design and deliver the next level of growth through technology and services.”

With an extensive client list in football – featuring FIFA, AFC, J League and all MLS clubs, to name a few – Deltatre brings an unrivalled experience to any football organisation that is seeking to build its brand by engaging, understanding, growing and monetising its fans.

Deltatre growth in Asia-Pacific

Deltatre has experienced significant growth in recent years, and has expanded its presence around the world, with over 1000 staff across 11 countries. In 2015, Deltatre made a strategic decision to build a presence in Asia-Pacific and localise its service to adapt to the needs of the clients in the region.

Now with nearly 100 staff distributed across Australia, Japan, Hong Kong, Singapore and India, Deltatre is better placed than ever to deliver; and clients such as Asian Football Confederation (AFC), J League and India Super League (ISL) are already benefitting from this strategic initiative.

Indeed, the ISL appointment of Deltatre reflected the mission to redevelop its on-screen storytelling of the fastest growing sports property in India. Deltatre developed, designed, and deployed a best-in-class graphics solution for the full season, and implemented sophisticated remote production that ensured adaptability. Such implementation came to the fore this year, considering the significant restrictions imposed by COVID-19 in India, with operations limited to strict bio-secure bubbles in Goa and Mumbai, as outlined in this case study.

Harvey touches on the success on this project: “Delivering live sport can be challenging at the best of times. In today’s world, it takes a new level of commitment, adaptability and innovation to ensure a safe and successful delivery. Delivering this seasons ISL was arguably one of our hardest deliveries, ever, but the toughest times often lead to our greatest moments.”

Leading Innovation

Beyond the world of broadcast, Deltatre is renowned for its work across data, owned & operated digital platforms and OTT streaming services; be it collecting the official data for the Bundesliga, or powering MLSSoccer.com and NFL Game Pass, as a few examples from a distinguished list of projects around the world. In addition, Deltatre provides the technology backbone to managing competitions and events for several organisations, streamlining both internal and external processes and tasks.

Harvey adds, “At our core, we are a team of technology experts with a passion to bring sport to life. Over the past 30 years we have built and refined our products and services to connect the media value chain to maximise performance and operational effectiveness for all stakeholders.”

An area where Deltatre has seen great traction in the past few years is the centralisation of digital platforms for leagues to better support the future of their clubs and members. The multi-tenant approach – using FORGE Multiply – brings unity to every member, large or small, and offers an ecosystem designed to support them engage, understand and connect with their community and fans, and ultimately grow their sport.

“A powerful example of work is highlighted in our recent announcement on becoming the web technology partner for Major League Soccer (MLS), supporting the league and its clubs transform the fan experience.” Harvey said.

Beyond Football

Deltatre’s capabilities and experience extend far beyond football, and sport. In 2018, Deltatre acquired Massive Interactive – which was founded in Australia in 1996 and now uses its office in Redfern as its Australian HQ – bolstering Deltatre’s OTT capabilities with products capable of delivering entertainment platforms for media organisations around the world.

Harvey added: “We predicted that media organisations would consolidate OTT viewing experiences across sport and entertainment, and so the acquisition of Massive Interactive has uniquely positioned Deltatre as leaders in both live and VOD content management, paired with world-class products that deliver engaging experiences at scale.”

Soccerscene takes a closer look at the variety of products and services Deltatre brings to market – all of which could well be applicable to organisations throughout Australia that are looking to augment their capabilities.

DIVA – Bring fans closer to the action.

An advanced OTT player, DIVA offers fans more than simply watching the game. If you’re watching from home, you want to experience every moment in fine detail. You get all the data you could ever want, with the ability to view from multiple angles – available on mobile, web, and Android TV.

AXIS – Drive user engagement.

User experience (UX) is at the heart of AXIS, giving editorial teams the chance to tailor their content to suit each sports fan. AXIS uses an easy-to-use drag-and-drop interface that can control all aspects of an organisation’s OTT service to deliver increased engagement, such as design, navigation, promotions, page layout, and content.

Mtribes – Give your users a more personalized experience.

This software as a service (SaaS) platform has been created for real-time insights on user experience. To be successful in digital, data is the key indicator. To understand users, there needs to be the right tools in place to see how the audience is interacting with a service. Mtribes plugs into an existing sports technology stack to be assessed by operators. With the power of data, they can make changes to a service’s features, design, and content depending on a user’s behaviour traits.

FORGE – Engage your fans through storytelling.

A sports-oriented audience is hungry for content and wants that content all in one place. FORGE is the world’s first sport-focused publishing platform that meets the needs of all audiences on a global scale. It offers flexibility for sports operators to tell their unforgettable stories through this modern-day solution. FORGE has been built from the ground up to create a content platform that’s simple to use and lets editorial teams produce content as they like. It also lets teams get a better idea on how much time they engage with their fans and to decide on the appropriate channels.

To see all that Deltatre has to offer, you can find it here.

Dig Inclusion makes digital access available for everyone 

For stadiums around the world, infrastructure has been created to cater for people with disabilities, however access to club websites and apps cannot be overlooked. 

In the past, stadiums had been designed so people with disability can still access the venues. As we know with COVID outbreaks, attention has now shifted towards how we get these people into the grounds by using apps and in particular to scan a QR code for contact tracing. 

As we have seen in 2021, the QR system has become a mandatory tool, while at the same time we have seen the need to go with virtual tickets, rather than the printed out copies we had always been accustomed to. 

For clubs and stadiums, they want to ensure that fan experience is at the optimal level, so that means they have to assess the accessibility for disabled people and ways for them to have entry to venues without an enormous amount of hassle. 

This is where Dig Inclusion can help. They are a digital accessibility service who ensures that football club websites and apps are equally available for everyone. 

For clubs, they should be asking themselves whether disabled fans have the same opportunity to buy tickets online as everybody else, while the other consideration should be if news feeds, match statistics, websites and apps are as user friendly as they need to be. 

For digital accessibility, Dig Inclusion takes into account people who are colour blind, dyslexic or have cognitive impairments (including people living with dementia). Through a club’s website or app design process – from the use of font, to language, to colour contrast – are all highly important so nobody feels overwhelmed when accessing a club’s resource. 

For example, if a disabled fan wants to buy some club merchandise, then they will have the same opportunity to browse and make that purchase just like any other person would, with tailored options available to assist anyone who needs it. 

When teams partner with Dig Inclusion, they are there for every step of the way, from accessible testing, research and strategy, to accessible development and content creation, and finally a check on websites, mobile apps, PDF documents and ebooks among some of the benefits. 

All of Dig Inclusion’s services are designed to help clubs keep pace in a rapidly changing digital age: 

Accessible design review: To highlight visual aspects of a design that need to be checked for accessibility, such as colour contrast and positioning. This looks at common accessibility pitfalls and turns this into what would be the ultimate experience for all customers. 

Accessibility help desk: Advice and support from someone who understands the company and what they do, offering fast response times and specialist knowledge for any stucks in the digital accessibility process. 

Mobile accessibility: Helping to get the most out of tablet and smartphone users, with those devices more often used than desktop or laptop. This is very important for disabled or elderly fans who would like to use mobile technology. 

Web accessibility: Advising organisations about the Web Content Accessibility Guidelines (WCAG) in an easy-to-understand manner, as design agencies and web developers may find it difficult to grasp or keep pace with updates as they become available. 

Disabled user testing: It’s not only digital content meeting accessibility guidelines that is important, but also making sure that the experience of a disabled person using a product is a good one. 

PDF accessibility: Accessibility guidelines are not just designed for webpages, but anything that a customer downloads is also included. Dig Inclusion can produce PDF documents that go alongside WCAG with equal access as a typical website. 

Video accessibility: When businesses make advertising material, they can be supported with transcripts, captions, subtitles, or audio descriptions that they probably would have not used before on their own. 

Ebook accessibility: Tablets have been a valuable way for people to virtually read books and other publications. An accessible ebook gives all readers instant access to fit their needs, regardless of print disability. 

Dig Inclusion provides ways for clubs to navigate the challenges associated with building an app or website for equal opportunities. To learn more on Dig Inclusion, you can find it here. 

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