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StellarAlgo Turns to Machine Learning to Help Solve Ticketing Challenges

StellarAlgo sees being able to automate the data gathering and reporting process more efficiently as one of the next big opportunities in the sports space.

Adam White

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The sports industry has a fever, and the only prescription is more data. At least that is what is being said at every conference, in every newsletter, and in every publication over the course of the last six months.

With the rise of the need for data to help with decisions from how teams should run promotions to who is sitting where, companies who are able to cut through the clutter and deliver streamlined experiences are now at a premium.

One of those companies is StellarAlgo, the brainchild of Vince Ircandia, the former SVP of business operations for the Portland Trail Blazers.  

If anyone knows data, it’s Ircandia, who spent just over three years with the Blazers before founding StellarAlgo. An analytics buff through and through, Ircandia has seen how the industry has evolved in just a few short years.

“I started my time in analytics related roles on the business side of sports when analytics was really in its infancy,” he said. “We were starting to use data for things like dynamic pricing at that time, starting to try to understand our customers a little bit better.”

It was the early days of analytics that helped Ircandia realize just how important they were, but how tough it became to manage everything.

“When I was with the Trail Blazers, we were trying to make sense of all this data that we had. What I found is I would go to league meetings and hear about how everybody was starting to aggregate this data into data warehouses, but they weren’t necessarily doing anything to action it. Because nothing really existed, we were really doing things manually.”

So, after spending his time with the Blazers, Ircandia decided it was time to create a product that solved all of the problems he had working for the team. Enter StellarAlgo.

“I started the company two years ago, and what I was finding across the industry was just a lot of manual data analysis needed and with the data growing more quickly, with fans being busier than ever, you don’t have time to be doing these kinds of manual analyses in order to identify the right fans message at the right moment. It needs to be actionable, it needs to be automated and you need to have a feedback loop to understand whether the actions you’re taking on the data are actually making a difference.”

With StellarAlgo, Ircandia wants to solve all of that.

The technology is broken down into modules that allow teams the opportunity to pick and choose what they may want to see and how they may want to quantify it.

For example, a team like the Blazers could see where a fan is in the customer lifecycle by logging into StellarAlgo’s customer lifecycle module. Or, they could go through the demand module to see what ticketing demand is on both the primary and secondary market.

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A look at one of the modules inside the technology. (Image via StellarAlgo)

Because of this flexibility, StellerAlgo can help teams set ticket prices and even predict whether or not a season-ticket holder may be coming back based on the data it has collected.

“We’re able to predict things like if a season-ticket holder is at risk of not coming back,” said Ircandia. “We’ve been able to very accurately predict season ticket holders who might not come back or who is potentially a good candidate for the next generation season ticket holder.”

All of this work and investment from teams is because they are interested in painting the most complete picture of a fan possible. Something that even five years ago may have not been possible.

“Historically, properties only knew around 30 percent of who’s in the venue at any given time,” mentioned Ircandia when talking about the challenges facing teams. “Digital ticketing initiatives are now allowing  the sports franchises to start de-anonymizing a lot of the fans that are in their venue and we are positioned to leverage that additional data.”

For teams to be able to put their data into action, Ircandia and his team are making an investment in machine learning, with the hopes that the tech will allow for the automation and speed needed to quickly pivot in a world where consumer behavior changes by the day.

“We really think the future world has to be able to make things actionable, in an automated fashion and then understand the results so you can quickly pivot. Systems are just going to continue to get smarter and people are an important part of that process. They need to be actioning on the data that comes through. It can’t be as manual of an exercise as it is today because opportunities are being missed.”

If done right, as the shift towards a data-driven industry continues, companies like StellarAlgo will play a large role in shaping both innovation and decision-making of the 21st-century sports organization.

Adam is the Founder and CEO of Front Office Sports. A University of Miami Alum, Adam has worked for opendorse, the Fiesta Bowl, and the University of Miami Athletic Department. He can be reached at adam@frntofficesport.com.

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A Look at the First Fifty Sports Tech Tokyo Participants

Sports Tech Tokyo has announced 50 of the 150 slots for the program meant to be a “gateway” to Asia for the sports tech community.

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Photo via Unsplash

The first third of the Sports Tech Tokyo incubator class has been announced. Venture capital firm Scrum Ventures, via its innovation arm Scrum Studios, and Japanese firm Dentsu released 36 companies (see the full list below), along with a previously announced 14 companies.

With 15 countries represented among program applicants, Scrum Managing Director Michael Proman said the program so far is achieving its goal to help bring an eclectic group of sports technology to Japan.

“It’s about bringing the world together,” Proman said. “It’s really gratifying to see the response. The sports technology community is very vibrant, but also very fragmented, and our goal is to unite that community in the same way Tokyo will be bringing the world together in the coming years.”

Tokyo is just the starting point for the mission, largely because of the upcoming Rugby World Cup and 2020 Summer Olympics.

Eventually, Proman said the format could be stretched across Asia, including China (host of the 2022 Winter Olympic Games) and Korea (the host of last year’s Winter Olympics), as it has “broad-based application throughout the region.” The program is also meant to act as a gateway for the sports tech community into Asia.

READ MORE: Inside Sports Tech Tokyo’s Aspirations to Be Gateway to Asia for Sports Tech Businesses

The kickoff event for Sports Tech Tokyo will be in April with 10 to 20 “finalists”  being announced after the initial event in Tokyo. From there, the finalists will work with partner companies and participate in a virtual incubator of sorts, with periodical opportunities to connect in-person with relevant audiences.

“We want to be an arrow in a quiver,” Proman said. “We don’t want to be the quiver. That’s why I think it’s attractive to mid- and late-stage companies. It doesn’t require them to reprioritize business objectives like many accelerator programs.

“It’s not a distraction, but an incremental value add. It’s about supporting their business development efforts in APAC — particularly Japan — because of the partners we’re bringing to the table.”

The selection process of the Sports Tech Tokyo participants is being aided by a mentor community of nearly 60 professionals, with executives coming from teams, leagues, brands, technology companies, and venture capital firms.

“We are able to engage that community in the selection and understand their pain points and what tech excites them,” Proman said. “That’s hugely beneficial.”

Another 100 companies will be announced later this winter, as the application deadline passes at the end of the month. Proman said the application is designed to take less than 20 minutes as its heavily influenced by outbound recruitment.

READ MORE: USOC Continues Turn to Tech to Increase Medal Counts in Tokyo

The initial 50 announced companies are meant to showcase the diversity of the program, not only in regionality and focus, but also stage. Proman said the hopes are to help develop a new idea of technology accelerators. There is no equity investment in the companies.

“These are companies that would not traditionally apply to an accelerator in a classic sense,” he said. “These are companies that see value in the themes of community, relationship building, and revenue generation. We want to make sure the first 50 and next 100 are representative of all stages and multiple countries.”

The Sports Tech Tokyo companies are as follows (listed alphabetically by category):

Athlete Performance

Drivn Coaching Platform (Boston, United States)

KINDUCT Technologies (Halifax, Canada)

Kitman Labs (Palo Alto, United States)

Omegawave OY (Espoo, Finland)

PlayerMaker (London, United Kingdom)

Vision Pursue (Chicago, United States)

Zone7 (Tel Aviv, Israel)

Stadium Experience

IdealSeat (Seattle, United States)

Maestro Interactive (Culver City, United States)

Miro AI (Hong Kong, Hong Kong)

Motionloft (San Francisco, United States)

MVP Interactive (Philadelphia, United States)

Partake (Dallas, United States)

Snapify (London, United Kingdom)

Fan Engagement

Alive5 (Houston, United States)

BCaster USA (Palo Alto, United States)

DataPOWA (London, United Kingdom)

Influencer(INFLCR) (Birmingham, United States)

InSoundz (Tel Aviv, Israel)

Lea (Live Event Assistant) (San Francisco, United States)

Locomizer (London, United Kingdom)

Matcherino (Seattle, United States)

Mimic XR (London, United Kingdom)

Monsterful (New York City, United States)

OpenSponsorship (New York City, United States)

Pixellot (Tel Aviv, Israel)

Play Impossible Corp (Seattle, United States)

Rival.ai Esports Technologies (Toronto, Canada)

Sport50.com (Luxembourg, Luxembourg)

SportsCastr (New York City, United States)

SportsMe (Boston, United States)

The Relish Media Group (San Francisco, United States)

Thuuz Sports (Palo Alto, United States)

WePlayed (Boston, United States)

WHAM Network (Los Angeles, United States)

WSC Sports Technologies (Tel Aviv, Israel)

The first wave of 14 companies are: Halo Neuroscience, Nix Biosensors, Prevent Biometrics, MaxOne, Baseline Vision, D-ID, WaitTime, Spalk, Jebbit, Pico, ActionStreamer, TicketStreet, ookami and Paranoid Fan.

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USOC Continues Turn to Tech to Increase Medal Counts in Tokyo

The U.S. Olympic Committee is careful in the technologies its sports use, but overall technology is now an important tool in helping train athletes.

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Photo via USOC

Phil Cheetham is careful to avoid analysis paralysis.

The term was used to describe providing athletes with too much information from the variety of ways data can be collected today. Cheetham, the U.S. Olympic Committee’s director of sport technology and innovation, said the TMI condition is possible, but easily maneuvered around by allowing coaches to be the gatekeeper.

“We’ll feed coaches as much as we can,” Cheetham said. “They’re the filter, they have to take the data and filter it into coach speak and into the drills and exercises.”

Cheetham’s role is largely to interact and advise with the various National Governing Bodies that make up the U.S. Olympic teams as they enter into the final training stretch of Tokyo 2020.

READ MORE: Inside Sports Tech Tokyo’s Aspirations to Be Gateway to Asia for Sports Tech Businesses

His main goal is to help the various teams, coaches and technical directors select technology that is simple to use and helps understand and improve athletes more rapidly and to avoid injuries.

“If tech can help an athlete be quicker and better, then we’re for it,” Cheetham said.

That said, Cheetham said the technology used within the U.S. teams across the sports spectrum have to not be too intrusive. The equipment — like wearables – must be simple and easily integrated into a piece of clothing or shoes, without impeding the athletic performance. They also need to be accurate, and accuracy is improving regularly, but still can be a problem.

Cheetham, a former Olympic gymnast for Australia, also has a passion for diving and has several pet projects working with those two sports at the USOC.

The technology within the U.S. Olympic community is greatly helped by a fund created by philanthropists from Silicon Valley. Cheetham said the fund is made up of entrepreneurs and billionaires from V.C. firms and tech companies, to provide an advisory board.

“It’s not just money, but expertise and networking,” Cheetham said. “These guys are the top of Silicon Valley, so they know everybody. If we want to know what’s best in motion capture, artificial intelligence or virtual reality, we can go to them first.”

The Olympic organizations often have a chance to be among the first users for a lot of technologies in sports — and while it can be great to be on the cutting edge of the innovation, Cheetham said it’s important not to let the athletes be guinea pigs.

“A lot of times, we get prototypes, and that’s good and bad,” he said. “A lot of times, a weekend warrior or high school and college athletes can do the basic testing and when the tech is close to ready, that’s when it comes to the Olympics.”

That’s because if the data doesn’t work, it can’t help the teams improve. Technology, like one of his pet projects in motion capture, has increasingly gotten better and faster, collecting so much more data and more efficiently without disrupting athletes. Now the statistical models created can be much more useful in following trends and designing training around how long to train and when to take breaks.

READ MORE: Why Alibaba’s Push Into Sports Is a Natural Fit for the Chinese E-Commerce Company

“We’re really interested in tech that helps us track training length and intensity, and if we can do that, we can periodize training sessions better and taper perfectly for a competition,” Cheetham said. “When you’re training at an elite level, you’re walking a tight-rope of performance and injury. You can’t win a competition if you’re not in it, and the tech is helping us avoid injuries.”

The data collected can also provide coaches with more accurate information for better coaching, like if a shot put throw is off six degrees. It’s no longer “I think you were.” Now, it’s “I know you were.”

When it comes down to the technology used, Cheetham said the USOC takes yearly solicitations and ranks projects and budgets based on which ones will have the best chance to improve medal count. Often, the projects are easily transferable from one sport to another.

One example he provided was a radar technology used to track shot put, javelin, discus and hammer throws. The USOC technology was originally developed to track golf balls.

“We’ll do some blue sky projects, but most are good sells and no-brainers.”

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In Changing Media Landscape, Intel Sports is Focused on One Major Goal in 2019

Intel Sports will focus on demonstrating volumetric video in 2019, hoping to alter the future of sports viewing for everyone.

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Photo via Intel

The way sports is consumed hasn’t yet fundamentally changed, but it could in the near future.

Only two years old, Intel Sports is starting to hit its stride. The legacy and importance of its half-century-old parent company provides a lot of opportunities, but being a new vertical helps approach sports with a fresh mind.

“When you look at Intel’s background with data, it’s great,” said James Carwana, vice president and general manager of Intel Sports. “But we can approach things with a blank sheet of paper and not worry about how things have been done.”

Carwana said technology has brought a lot of new ideas to the sports media industry, but there’s still a large gap between consumer demand and the supply in what media is offered. There’s the demand that’s growing and a shift in consumer expectations, which is where the opportunity lies for companies that figure out the gap.

READ MORE: Executives: Competitive Pressure Forcing Industry to Adopt New Technology

“Tech hasn’t fundamentally changed the way we experience the game,” he said. “The supply is the opportunity we’re chasing after. What are fans looking for in an experience, and what would it take to give them an experience that satisfies?”

That supply is where the idea of immersive media comes in as a supplement to general sports media, a subject addressed heavily at this year’s CES in Las Vegas. Companies such as Intel believe fans are looking for an increase in interaction, personalization and data-rich environments in their sports-viewing experiences of the future.

For some, this idea of extra content is about an ego play, Carwana said.

“There is a level of ego in a sports fan,” he said. “You want to prove to your friends and social media that you see things better. That’s how betting works. I know better, I’ll bet against the odds.”

Immersive media is a strange concept, Carwana further expressed with his ego concept. For some, today’s sports media options are more than plenty, even essentially at a linear, one-sided production with highlights. Others want more. If a fan loves the defensive aspect of a game, maybe choosing views that highlight defensive parts of a sport will provide a more immersive viewing experience to that fan than the general public.

At the heart of Intel Sports’ mission to help solve that supply issue is where the company’s 2019 goal lies. By the end of the year, Carwana said his main objective is to demonstrate volumetric video at 30 frames per second.

Volumetric video is an array of 2D cameras compiled into a 3D model.

In sports, those videos can allow broadcasters to look at a play in any view they’d like, as well as additional uses on the team, league and officiating perspective. Intel’s position in sports media is not about owning content or broadcasting rights, but how that content can be delivered.

READ MORE: Why Alibaba’s Push Into Sports Is a Natural Fit for the Chinese E-Commerce Company

“Tech for tech’s sake is a recipe for an unsuccessful business,” Carwana said. “But from a tech standpoint, that’s fundamentally it. It will be an eye-opening moment many thought wasn’t possible — volumetric content at a stadium scale and produced at that rate.”

Intel has partnerships with LaLiga, MLB, NBA on TNT, NFL, NCAA, as well as esports, and they all bring their own unique goals and aspirations. In addition, Intel and Chinese e-commerce and cloud giant Alibaba formed a partnership for the 2020 Olympics to 3D-map athletes. Carwana said even more partnerships will be announced through the first quarter of 2019.

In the meantime, don’t be surprised if sports technology continues to speed up. 

“One of the big surprises in 2018 was how fast fans moved into different types of different experiences,” he said. “How quickly ESPN+ achieved a million subscribers, four times faster than some industry analysts expected.”

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