This thesis explores two very important topics of modern society: metaverse and the football industry. The first being the “metaverse” (2022 buzzword meaning “beyond universe”) and its enabling technologies, starting from the past to our present day explores the potential of the metaverse in bringing increasingly interactive stories to life, but also taking into consideration its current limitations and difficulties, and finally try to forecast what the future holds. On the other hand, there’s the football industry, with its 3.5 billion fans it’s a fundamental component of modern society but threatened by Covid’s effect on revenues and by the disinterest of the younger generation. This thesis, through the combination of quantitative data and qualitative methods, aims to understand whether the new means offered by the metaverse can be used to create immersive and engaging stories that would solve football industry’s threats and surveys football fans and how they feel about these changes. The first step is to gather information and data on all the stages that led the tech industry to today’s achievements, followed by an accrued description of the economics of football clubs, their inclination towards innovation. Afterword, the thesis offers the results derived from the survey designed to study how people perceive the metaverse and its application to create immersive stories and experiences that will enable the football industry to improve fan engagement, to monetize fans’ sentiment toward the club and to attract new fans. Keywords: Metaverse; Football Industry; Digital Technology; Perception Analysis; Fan Engagement
Questa tesi tratta di due argomenti molto importanti per la società moderna: il metaverso e l’industria del calcio. Il primo è il "metaverso" (buzzword del 2022 che letteralmente significa "oltre l'universo") e le sue tecnologie abilitanti, partendo dal passato fino ad arrivare al nostro presente esplora le potenzialità del metaverso nel creare storie sempre più interattive tenendo anche in considerazione i suoi attuali limiti e difficoltà, e infine cerca di prevedere cosa riserva il futuro. Il secondo tema è l'industria del calcio, con i suoi 3,5 miliardi di tifosi è una componente fondamentale della società moderna, ma gli effetti Covid sui ricavi e il disinteresse delle giovani generazioni rappresentano una minaccia. Questa tesi, attraverso la combinazione di dati quantitativi e metodi qualitativi, mira a capire se i nuovi mezzi offerti dal metaverso possono essere utilizzati per creare storie immersive e coinvolgenti che risolvano le minacce dell'industria calcistica e ad indagare sui tifosi di calcio e il modo in cui percepiscono questi cambiamenti. Il primo passo è quello di raccogliere informazioni e dati su tutte le tappe che hanno portato l'industria tecnologica ai risultati odierni, seguito da una descrizione dell'economia delle società calcistiche e della loro propensione all'innovazione. In seguito, la tesi offre i risultati derivati dal sondaggio ideato per studiare come le persone percepiscono il metaverso e la sua applicazione per creare esperienze immersive e coinvolgenti che consentiranno all'industria calcistica di migliorare la partecipazione dei tifosi, monetizzare l’attaccamento dei fan a club e attirarne di nuovi. Keywords: Metaverso; Industria del Calcio; Innovazione Digitale; Perception Analysis; Fan Engagement
Exploring the metaverse: possibilities for the football industry
PELUSO, GAIA
2021/2022
Abstract
This thesis explores two very important topics of modern society: metaverse and the football industry. The first being the “metaverse” (2022 buzzword meaning “beyond universe”) and its enabling technologies, starting from the past to our present day explores the potential of the metaverse in bringing increasingly interactive stories to life, but also taking into consideration its current limitations and difficulties, and finally try to forecast what the future holds. On the other hand, there’s the football industry, with its 3.5 billion fans it’s a fundamental component of modern society but threatened by Covid’s effect on revenues and by the disinterest of the younger generation. This thesis, through the combination of quantitative data and qualitative methods, aims to understand whether the new means offered by the metaverse can be used to create immersive and engaging stories that would solve football industry’s threats and surveys football fans and how they feel about these changes. The first step is to gather information and data on all the stages that led the tech industry to today’s achievements, followed by an accrued description of the economics of football clubs, their inclination towards innovation. Afterword, the thesis offers the results derived from the survey designed to study how people perceive the metaverse and its application to create immersive stories and experiences that will enable the football industry to improve fan engagement, to monetize fans’ sentiment toward the club and to attract new fans. Keywords: Metaverse; Football Industry; Digital Technology; Perception Analysis; Fan EngagementÈ consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/2339