Advancements in technology since the turn of the 21st century have completely transformed how most industries operate.
That point is hammered home in the gambling sector, which has transitioned from its traditional land-based roots into the digital arena.
Websites such as Betway Casino now offer a technologically driven gaming experience for players across the world on a 24/7/365 basis.
It has been a similar story in professional sports, with technology delivering numerous enhancements which have impacted how they function.
The National Football League (NFL) has been at the forefront of the push to embrace modern technology and has continued in the same vein over the past few months.
Their latest technology driven efforts included the ‘You Better Believe It’ marketing campaign, which combined artificial intelligence (AI) and live action to promote the new season,
Set to music performed by recording artist Normani, the one-minute spot mimics a music video and incorporates distinct homages and cultural references for fans of each team.
"Our fans are at the heart of this campaign - their joy, optimism and belief in what's possible - and we embraced AI to bring them even closer to the game they love," said Tim Ellis, NFL chief marketing officer.
"By combining technological innovation and human creativity, we had the opportunity to pay tribute to each of our thirty-two fanbases in one unified fantastical celebration and build a world as limitless and imaginative as they are."
Technological innovations have also been a massive part of the on-field experience in the NFL over the past few years, helping the game reach new levels of accuracy for decision-making processes.
That will be enhanced this season by the introduction of Sony’s Hawk-Eye technology, which will be the new primary method for measuring the line to gain.
Hawk-Eye tech, which is also used in numerous other sports such as soccer, tennis and cricket, will significantly improve efficiency.
The system allows officials to measure the spot of the ball in 30 seconds, potentially saving up to 40 seconds compared with the chain measurement set-up previously used by officials.
The technology uses six 8K cameras to track the position of the ball at the spot relative to where it was snapped, which provides more accurate results than the chains.
Virtual measurement was first used during the Hall of Fame game between the Detroit Lions and the Los Angeles Chargers in July and will become commonplace across the league.
Broadcast giants ESPN (News - Alert) are also renowned for their utilisation of technology when covering major sports and are continuing that ethos in the NFL this season.
Coverage of the Monday Night Football Game between Chicago Bears and Minnesota Vikings was driven by a brand-new game truck and a new game director.
Game Creek Video’s Flagship, a fully internet provider-based mobile unit, served as the production home for the entire game broadcast.
The unit is ESPN’s first full SMPTE ST 2110 truck, reflecting the global broadcasting industry’s ongoing migration to IP.
Featuring Sony HDC-5500 cameras and the latest in routing and replay technology, the truck will simplify complex connections, improve efficiency and scale easily for major events.
“It’s the culmination of where the industry’s going,” ESPN’s Tommy Mitchell, Senior Manager, Remote Operations, said. “You get to build a truck from scratch with all the newest cameras and top-of-the-line systems.
“It opens up a lot of things for us - trucks being able to talk to each other faster, more efficiently, being able to move things without as much physical cabling. It creates a certain level of flexibility.”
