Covid has changed the way we consume entertainment and the Euros are no different.
Football is a massive part of popular culture that even prestigious events like the Euros, are not only dominating the traditional channels, but they have also reached the esports world.
Within the online community, football is not only present in traditional video games like FIFA but also in trending games such as Fortnite. Over the period of the Euros championship, Fortnite users have been able to select a game mode that will allow them to queue for a match and participate in an online simulation of the championship. Within the tournament, users can play against each other and win prizes such as cash and In-Game cosmetic items.
Whether or not football is for you, the Euros have definitely appeared on your social media feeds at least once. This has been a year like no other, and the fact that such a prestigious football event has been pushed back for a year, has left brands and fans eager to talk about the Euros like no other time. For many of us, the canceling of UEFA last year was a wake up call about just how serious COVID-19 is. The Euros, or the UEFA European Championship, is a 24-team football tournament that determines the continental winner of Europe. The year-long gap has only left fans even more excited for the Euro 2021.
The online world has become so important for events, that even the UEFA (The Union of European Football Associations) has taken action to cover the entire event on platforms such as Tik Tok, Instagram, and Twitter. The Euros have used their social media channels to keep users updated with coverage of every game, interviews, and even insights and live audio of the matches. Technology has been key to these types of events throughout the pandemic; whilst the Euros couldn’t take place in 2020, the eEuros did come into place. The official online championship was so successful in 2020, that it has come back for a second edition. During it, 16 countries grab their controller and play against each other to determine the online championship of the continent. This year, all 55 UEFA associates have joined the league.
The way the eTournament works is that each national association selects a team of 2 or 4 players, who will play two matches each (1 player vs 1 player), so 10 winners can qualify for the final tournament scheduled to take place in London on the 9th and 10th July. The event has caught the attention of so many investors and businesses, that over a €100,000 in cash prizes will be awarded, including €40,000 for the champions,
Fans are returning to a Euro Cup which has been forever changed by some of the digital innovations brought on by the pandemic. With new AI and interactive TV features, fans can get real-time analysis and insights into the game. Machine learning has opened up new possibilities for fans to be able to select camera angles and see replays. All of these innovations provide brands with opportunities to create more personalised, targeted ads.
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