Exploring the impact of visualizing key factors in badminton tournaments on audience experience

Abstract: The current statistical data in badminton event broadcasts primarily present score information for real-time match situations, offering limited insights into key events that influence the direction of the game. Additionally, past research has predominantly focused on providing post-game analysis for professionals, with a limited investigation into audiences' opinions on broadcasted statistical information. However, for both broadcasters and audiences, statistical data can aid in understanding the game content and enhance entertainment value. This study explores the evaluation of badminton event broadcasts by audiences with varying levels of experience and examines whether visualizing key events can enhance audience comprehension and enjoyment.This study consolidates international badminton event broadcast channels, selecting three channels based on event grades for testing. Through surveys, 30 participants were invited to participate in physical experiments, comprising 15 high-experience and 15 low-experience individuals (participants), and viewed simulated broadcast interfaces to assess their evaluations of the content. Two samples displayed scores for all games in badminton matches, while the third sample presented statistics for winning game points and the current game's score. Evaluation methods included: (1) participants are asked to explain and illustrate the game situation after watching the match; (2) participants respond to event-related questions regarding the broadcast interface, and complete the survey that included re-viewing intention, word of mouth, sport involvement, hedonic and utilitarian attitudes scales; (3) semi-structured interviews aimed at understanding participants' evaluations and suggestions for the viewing experience.Results revealed that (1) participants with high experience rated scales of re-viewing intention, word of mouth, sport involvement, hedonic and utilitarian attitudes significantly higher than low-experience participants; (2) 50% of participants accurately recorded scoreboard information, including winning player, final score, and game points. There are no significant differences between high and low-experience participants or different broadcast interfaces; (3) 80% of participants indicated that presenting scores for all games on the broadcast interface helped anticipate the match's overall direction; (4) 60% of participants preferred using the colour to highlight winning game points in the scoreboard for clearer identification of the ongoing game score; (5) 67% of participants believed trajectory information improved understanding the game; (6) 76% of participants suggested adding visual trajectory information to enhance understanding and enjoyment of the game, with 53% recommending providing this information during replays, as offering it during the game might disrupt the viewing experience. This study, by understanding audience evaluations of badminton event broadcast interfaces, provides relevant suggestions for future improvements in visualizing broadcast information to cater to fans with different levels of involvement.

Keywords: Data Visualization, Badminton Tournament, Audiences' Entertainment, User Experience, Sport Graphics

DOI: 10.54941/ahfe1005377

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