Does Augmented Reality Augment the Experience? A Qualitative Analysis of Enjoyment for Sports Spectators

Abstract

This study examined users’ attitudes and opinions of using augmented reality technology in comparison to other non-augmented reality technologies. Broadly, there were differences between users when using different devices. These differences help shed light onto the process of implementation of such new technologies in various sports settings, from arenas and stadiums to at-home viewership. From the results of this study, it is likely that this technology may not lead to better fan experience, but instead might leave them feeling frustrated and potentially isolated. Particularly given the expense of technology like Google Glass, this study suggests such technology should be implemented selectively and carefully. Additionally, the effects of using Google Glass in stadiums and arenas may not simply be on the users, but also on those seated around them, who may be bothered by the deliberate actions of those wearing such augmented reality devices. Notably, this may shift as the devices become more prevalent.