A top executive from a leading Chinese virtual sports company shared her insights and recommendations with China.org.cn concerning China's rapidly evolving sports sector.

A promotional poster for the 2nd Shanghai Virtual Sports Open (SVS), which runs from April to October 2023. [Image courtesy of Juss Intellisports]

Xue Jingjing, the general manager of Juss Intellisports, highlighted the distinct differences in how participants engage in virtual sports events compared to general online events. She suggested that the competition structure for virtual sports events needs to balance fairness and inclusivity. In addition, she proposed multiple methods to promote virtual sports events and attract participants.

On June 22, Singapore hosted the first-ever Olympic Esports Week, a significant milestone in virtual sports history. Finalists worldwide competed over four days in over 10 virtual sports, including taekwondo and archery. It was a joint venture between the International Olympic Committee, the International Sports Federations, and various game publishers.

The Olympics' positive stance on virtual sports has spurred their rapid development. The Shanghai Virtual Sports Open (SVS), organized by Juss Intellisports, was China's first virtual sports competition. Successfully held twice from 2022 to 2023, it featured virtual sports such as racing, skiing, cycling, golf and rowing. The SVS helps the public gain a better understanding of virtual sports. As China's first comprehensive virtual sports event, the SVS has paved the way for more diverse content, larger prizes, and enhanced user experiences.

Xue suggested that virtual sports could look to their physical counter parts for competition design as most virtual sports merge technology with traditional sports. When formulating rules for virtual sports competitions, traditional sports can serve as a useful reference due to their extensive history, broad following, and well-established rules. She emphasized that using these as a benchmark for virtual sports rules ensures fairness and makes it easier for sports enthusiasts to accept.

Xue also pointed out that virtual sports lower the participation threshold and complement traditional sports. Virtual sports break barriers of time, location, and environment via software and hardware collaborative simulations, reducing the threshold for participation. The slogan of the SVS, "Unbounded Competition, anytime, anywhere," captures the event' score ambition to transcend boundaries.

According to the executive, virtual sports must standardize software and hardware. The five major individual sports in the 2023 SVS are based on traditional rules but adjusted to accommodate virtual characteristics. The organizing committee unified and disclosed the most suitable software in advance to mitigate performance differences. For other SVS events geared toward the public, while hardware requirements have been relaxed, specific equipment standards have been put in place to enhance participation and ensure fairness.

An undated photo shows competitors participating in a virtual cycling race during an event of the Shanghai Virtual Sports Open (SVS). [Photo courtesy of Juss Intellisports]

Xue also proposed strategies to promote virtual sports. First, organizers should pinpoint potential user groups and target audiences through innovative technology and high-quality communication content. For example, SVS collaborates with renowned brands in relevant fields to penetrate niche markets.

Second, virtual sports should blur the boundary between "real" and "virtual" by connecting traditional sports and emerging technologies, aiming to attract esports fans to engage with sports.

Third, she suggested, individual events could be utilized to fully capitalize on each sport's brand-multiplying effect to reach a broader audience. Fourth, she added that technology can empower sports to transcend boundaries. Compared to traditional sports, virtual sports events hold greater potential for breaking boundaries. Science and technology also offer a promotional avenue for virtual sports events, using software and hardware to create an immersive experience.

For example, Xue stated that the SVS created "Meta Sport Universe," a sports metaverse integrating competition, sports, and experience. The combination of technology and sports emphasizes the immersive online competition experience, leveraging their unique advantages to venture into technology innovation and stimulate growth in participant demographics.

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