AS Roma has partnered with video producer SmartReplay to become the first football club to roll out a video experience which enables fans to control what they want to watch.
The first video is the interactive Francesco Totti (player) video where users can choose if they want to watch his goals, assists or celebrations. If the user chooses celebrations as an option, then an inventory of his popular celebrations would come up for them to choose further (as depicted in the picture above).
Through the SmartReplay platform, AS Roma will be able to analyze their fans' interests and behavior in the content and can also analyze the share of choices.
The Drum spoke with Paul Rogers, head of digital and social media at AS Roma, who said: "We talk a lot about putting fans first when it comes to our approach to digital and one of the ways we try and do that is by empowering fans. We want to give them more options for how they can consume content and try and make the experience more engaging. Supporters don’t want a passive experience. They want more control over how, when and where they interact with content and we’ve found a company in SmartReplay who are thinking the same way."
"We’re trialing a new interactive video experience that breaks from the norm of it being a linear experience. Today AS Roma became the first club in the world to deliver this new tool for fans - allowing them to open up a single video with 18 different video components and choose how they want to watch it. It’s our first attempt at this. We are learning in a live environment but so far the feedback from supporters has been great."
Yacine Sahnoune, founder and chief executive of SmartReplay, commented on the partnership: "SmartReplay aims at directly connecting content producers to their audience.The idea behind this is to adapt video content to modern uses. Nowadays users want mobile video formats that are engaging and that they can control according to their interests. There is nothing more frustrating that being unable to control linear video content.
"Thanks to this partnership we aim at proving that SmartReplay boosts users engagement and retention. We're already seeing lots of AS Roma fan tweets saying they absolutely love the product as they get engaged into the content"
AS Roma recently named Egyptian Tourist Organisation in Italy as official tourism partner.