Episode 76 of the DSMSports Podcast w/ Ben Smith of Virtual Reality Company Laduma

Snippets from Ben Smith on the DigitalSnippets from Ben Smith on the Digital
and Social Media Sports Podcastand Social Media Sports Podcast
Episode 76 featured CEO of Laduma,
Ben Smith
What follows is a collection of snippets from the podcast.
For the full episode, visit DSMSports.net
@njh287 DSMSports.net

Ben's Career Path
“I've always been fascinated by telling great stories. Story-telling has always been
something that I found myself in one way or another.”
Ben's father was a feature films producer and Ben began his career in the movie
business → Worked on several big movies (including one with Sean Connery and
Catherine Zeta-Jones)
Ben's work took him all around the world and various roles in movie production
and directing

“Eventually, I discovered I didn't love (working in the film business) as much as my
dad...I decided to go into an industry that I thought I'd love more...the sports media.
I became a journalist...”
Ben worked his way up to The Times newspaper, where he rose to Deputy Editor of the
football (soccer) section
From The Times, Ben went to the BBC → “I was interested in broadcasting and getting
into television...I started off with the digital side of things, with the BBC Sport
website...Then I moved into television and radio...as a broadcaster.”
After 4 years with BBC Sport, Ben started with Laduma → “(Virtual Reality) is different
from anything I've done in the past, but it's very much a step in the next direction I
see of story-telling. In many ways, one of the most fascinating and compelling ways
to tell a story that I'd ever seen.”

On first experience with VR
“I'd seen some bits and pieces of 360-video, which is interesting and great and
quirky. I remember the first time I put on a headset and I saw a music concert
with Paul McCartney and I remember thinking 'Wow, he's right there. He's on
stage, I'm on stage with him, and he's playing the piano...I've got the best seat in
the house...How else would I get the chance to stand on the stage with (a music
legend)?'...That is the thing I've seen ever since with VR – as soon as you put
somebody in a headset, you completely open their eyes of the possibilities of
this medium...It's an amazing thing to watch happen. We're fortunate that the
stuff we produce has always had that reaction for people. I've always said to my
team I want stuff that makes people go 'Wow.'...”

Getting consumers to understand the accessibility and impressiveness of VR
“I think that's the biggest challenge for the whole industry. There's no question
that, every single time we show people the content, they love it. There's no
question that it has a place in digital story-telling across all industries and
mediums, particularly in sport. The challenge for everybody is convincing the
public that this is something they need to buy into...that there's no reason they
can't enjoy this.”
[Ben invokes the example of trying to first explain the concept of VR to his mother,
before then putting the headset on her that really made her appreciate and
understand it]

“You can plug into this stuff really easily (using your phone). It's not something that
need be expensive. A Cardboard headset can cost you less than $10 in some
cases. You've already got the most important bit, which is the smart phone...It's
not 3D television where you've got to spend $5,000 on a big piece of hardware
and it might all go wrong. You already have the key to VR in your pocket. And
that's what convinces me that, actually, this is will get to the point now where
everyone will realize its potential.”
“With sports brands we've spoken with all across the world...the recognition is that
being able to give these headsets away to their fans is actually something that is
very easy to do...” [Ben mentions the appeal of a sponsor being able to put their
name/logo on the front of the headset drawing major impressions and
engagement]...

“In some ways, Pokemon GO did something for augmented reality that made it
mainstream very very quickly. And people now who work in AR...just (invoke
Pokemon GO to explain what they do)...I think what we'll see is a moment, an
event, maybe even a piece of content that tips VR into that public consciousness.
It won't take long. And, from that point on, it's going to be fascinating to see the
demand go up for VR content and see the realization from everybody...When
that public demand comes, it'll be fascinating to see the scramble to get behind
it.”

“I think, right now, the key for everybody is to keep innovating, keep pushing...We
see developments in live and Next (VR) has really pushed the live space, which is
a really challenging think to do right now (particularly integrating production
and graphic elements)...I think the key for all of us right now is we're scrambling
to try and do something that is pushing (VR) on and on. And, in a way, the
competition is ensuring that we're improving the quality of content. The interest
from brands (is growing as others do projects)...All of that is great and I welcome
it massively...With something this new technology, you have a healthy
skepticism [among brands and businesses]...

Everyone should be very careful and watchful when they're entering this space.
They need to make sure they're doing it with the right partner...Someone who is
going to understand the story behind it, help them and advise them on which
kind of content is going to work...and then talk them through how you monetize
it and how you engage with your fans...We're in a place right now where
everyone wants to see this content and loves and it's great...That won';t last
forever. Because people will become more savvy to VR, what's interesting and
what actually is just gimmicky...And that will also drive the quality up. And I
think everything that improves the quality of experience, the way it's delivered –
we really welcome it and we want to be part of that race.”

How varying levels of quality of production of VR among different companies
affects public perception of VR
“I'm confident the public will ultimately be the guys who decide whether VR
succeeds or not. They'll also decide what is good content and what isn't...We see
stuff all the time that is done for the right reasons because people are aware of
the space and they want to get involved...But without understanding what
makes (the content) compelling, you end up delivering something that is
crap...that is something actually far, far worse than watching on the
television...Everybody is trying, they're trying to do their best...We're very proud
of our content...We work very hard to make sure our are different, something
that's bespoke...It;'s a challenge for everybody and I just hope that...the public
gives the best of VR a chance. As I say, we've never had a bad reaction to it.”

Laduma's VR work in sports and entertainment and other sectors where it may play
a role
“Sports and entertainment is kind of where we set our boundaries. We've done a
lot of work in music and live events (including a recent event with The Blues
Brothers, Wango Tango and other major concerts)...It's a great experience.
You're right on stage with the guys...you're in the front of the crowd..Obviously,
the demand for tickets in these areas is huge and often outstrips supply...So for
people that can't get in, not only the opportunity to go in the front row, but also
to sit on stage – that's really interesting to us.”
[Ben also cites that medical and education sectors have reached out to inquire
about VR]

“At this stage, the sports industry we think is really interesting because of the huge
number of fans out there wanting to feel a deeper connection to their favorite
teams, their favorite players. They may live on the other side of the
country...and they want to feel closer to that organization...Social media helps
you do that...and yet we think VR has the opportunity to bring you one step
closer. To take that screen away and make you a part of that action, not just
watching it...”
[Ben cites engaging clubs with global fan bases all around the world]
“Can that help teams, perhaps, increase loyalty in the battle for fans?...And then at
some point down the line, does that help...those fans become perhaps more
engaged with their club financially, through their merchandise, and even
content...?”

Produced VR content vs. live-streaming VR content vs. VR practice content for a
team to use in training
“It's a tricky one. I think the TV, broadcasters on all parts, are fantastic at what they
do...The coverage is brilliant, it's in-depth...It' s a habit for the public...to break
that habit with VR is unquestionably going to be a massive challenge. I think
there is a place for it with live sport, no question, whether it is as a kind of value-
add...The challenge with (VR video) is you need to be close enough to make
them feel (they're right there)...the sidelines, right now, it doesn't feel like that
just yet...Whether it can really crack the dominance of brilliant TV coverage
across the world, I don't know...

For us, the fan engagement stuff was obvious. Social media has shown fans are
adept at every little piece of content you can give them...whether that is a shot
inside the dressing room or (a clip) fro practice...so the evergreen fan
engagement stuff made a lot of sense...It appeals to be people all the world, it's
(timeless). It can help you learn about your favorite player, what makes them
tick, makes you feel more in sync with their life away from the stadium...
The training space is interesting, (too)...[Ben notes American football and its
repetition of plays makes it a good fit for VR training]
[Ben notes Laduma is close for live-streaming VR – “The question is if we want
to...”]

How VR is penetrating the sports organizations
“It's an interesting one and it has changed a lot over a period of 12 months...The Galaxy
guys, 12 moths ago, maybe one or two guys knew (about the potential of VR)...That
has something that has changed dramatically. Now every sponsor we talk to wants
to know how they should activate with VR...every sports organization we walk into,
every execute knows what VR is...That was interesting (to see how VR has grown in
awareness and interest)...We]re (past) needing to educate people...Eery sports
organization, at a certain lee, realizes that if they don't start talking about this now,
they're going to be behind the curve...The Galaxy were very keen to keep their
reputation as being a forward-thinking, dynamic organization...The Galaxy want to
be first and what we've created or them is a first...
[Ben also talks about the deep engagement and time spent is a powerful desire for
sponsors to get involved]

Helpful Tool: Over [app], photo editing app with filters, text, overlays, and user-
generated 'artwork'

Teams investing in VR as a fan engagement experience vs. an investment to drive
revenue
“There are some organizations who just say 'We know we need it, tell us how we
should do it and let's get on with it...' That probably counts for 25% of the people we
talk to. 75% of them – the bottom line is important. That's why we have to
understand it so well (and) why teams talk to us because we know how to help them
monetize, we know how to make it attractive to sponsors. We can help advise them
on activation and how to make sure they can do it within their app – whether that is
with freemium content within their app, sponsorship within their app...Revenue is
important (to teams in several leagues Laduma has spoken to)...
Can we make VR work for (the team) as well as its fans? The answer, of course, is yes.
The only difference is whether you want that money up front or whether you're
prepared to wait and get a much bigger win from your fans down the line.”

What the process of creating VR content is like
“It's a partnership. You've got to be very open (to understand) how this is going to
work best...The Galaxy were very open with their players...With players who
were willing to open up their lives to us...
We were pretty structured in what we wanted to achieve. For each player, we had a
concept and a rough idea of kind of a storyboard...That seemed the best way to
be doing it because the player helped (with the planning and nature of
content)...It was very much a collaborative process with the Galaxy. One of our
strengths is our ability to help these brands tell their stories better than anybody
else.

We were in there from the very start advising on what we thought would be most
interesting to fans. Not just (fans) of the Galaxy, actually, but soccer fans all
around the world (and) people that just want to feel what it is like in La for a few
minutes (and see the sights)...
We wanted to offer a kind of experience that not only painted the players and
allowed people to see them better to see (the players) better, but also to give
people the experience of LA and all the amazing things that offers...A travel
experience, a sporting experience. Something for the Galaxy fans, something for
soccer fans all around the world. But also something my wife or my mother
could enjoy, because they could feel the sun, they could be on the beach. They
could go and see what it's like on Rodeo Drive for a couple of minutes. That, to
us, it's an interesting part of it. It's picking people up from wherever they are in
the world and taking them to a place, just for a few minutes...”

How a VR filming experience looks
“You would imagine it's a massive operation, it really isn't. Not in our case..Our rigs
are very small and no bigger than the outstretched part of your hand...very
small, very mobile...Even if you're shooting with multiple rigs, each one is
capturing every angle you can imagine, so you can't miss anything...It's an
interesting challenge, but it's not as big an operation as you would expect.
From the moment we gather the content, we're sending that back into our system
(to) one of our stitching teams...They are pulling all this content together very
quickly. We are turning projects around in 24 hours in 3D...Speed is important.
Being able to turn around a piece of content is very key for one way or another.
[Ben cites the rapid delivery at Wimbledon being paramount]
[Delivery comes via Facebook, YouTube, or an app Laduma can provide]

Augmented Reality vs. Virtual Reality
“Our view as a business is that the two will become one in the very near future.
There are areas which complement each other hugely in each one. I don't think
we see it necessarily as AR vs. VR...We see it as two huge industries that very
quickly will become one. Both sides of the industry need to understand one
another better (and) that is certainly what we are doing...
It makes sense for people that, once they're in a headset, it is VR and AR. That can
bring up statistics; that will allow you to sit in a cinema and watch a movie with
friends from other parts of the world. The AR/VR space is an interesting one. It
will become something else, I think, in the next 12-24 months...”

Share-able Stat: 243,000 –> The number of viewers that watched at least one
minute of the debut edition of Thursday Night Football game on Twitter on
September 15

The coolest experience and/or film from Ben's career in the movie industry
“It was unquestionably meeting Sean Connery...a huge hero of mine, a fellow Scot,
and just a great guy. Some incredible stories about him that I should keep
private...genuinely starstruck.”
[You will love Ben's Sean Connery James Bond impression!]

The first aha moment for VR Ben where he knew VR was something special
“I think it came with the New York Times stuff when I was already involved in the
space. It was the (tour of) New York piece that they did, which was brilliantly
executed and showed the potential of story-telling in that space. It gave you
some amazing views, it made you feel like you were in a place, it took you in a
helicopter over New York...It was definitely inspirational for me.”

Which country is more ahead in digital media in sports – UK or USA?
“I would say the United States. The Premier League still looks to the US for the next
hing to do within their digital content, no question. The expertise, in general, in
terms of consulting still come from US. I think, you guys, because of the access
and openness and the understanding of the importance of the media within all
your organizations...your media get to go in the locker room after the game and
talk to the players, which would never ever happen here in the UK. All of that
helps...I think the gap is closing, definitely. There is a lot of very cool stuff being
done here by he Premier Leagues in he UK. But a his stage I'm giving he gold
medal to the US and the silver to Team GB, just as it was in the Olympics...

“You'd be very lucky to interview a player once a week. And, unfortunately, it's
going more that way all the time...The clubs are understanding the power of
creating their own content now. So rather than allowing media in to interview
players, they'll do the interview on their own channels and then put it out. It will
be interesting to see how that goes over the next four or five years...”

The industry besides sport most ripe for VR
“I think it's education. Being able to take kids on school trips wherever you want to
take them without getting on a bus...or showing surgeons how to operate on a
patient. I think education makes a massive case for being one of the growth
industries in VR. Show, don't tell, is always the rule, and if you can do that
teaching, then VR really is a way you're able to do that in the most real kind of
scenario possible.

The best game and the best player Ben covered in his time working in sports media
Best game → “I think the opening game of the 2014 World Cup in Sao Paulo – Brazil
against Croatia was pretty special. Obviously a nation that was just desperate to
see their heroes do something special; unfortunately it wasn't to be...”
My favorite player, my favorite interview was definitely one Zlatan Ibrahimovic. I
went to Stockholm for the day...He was waiting for me in the hallway of the
hotel. We went up to a room, the camera man and him, we spent an hour
talking. And he was just a superstar every step of the way. He was
unquestionably my favorite interview.”

The biggest difference between British people and Americans
“I guess humor in some ways. We're a very sarcastic bunch. Often, sarcasm doesn't
always wash over; that kind of dry, sarcastic humour that we have. I guess
humour is the biggest difference. I laugh at all your guys over there now. I just
think maybe our humour isn't quite as understood as it might be over there.”

Ben's #1 movie[s] of all-time
[Ben struggles with this one!]
“When I was a kid, the first movie I ever saw was Back to the Future in the cinema
with my dad, and it was a massive moment for me. I think, if I really had to
choose one movie that I would watch, I think it'd be The Godfather; it's a
tremendous movie...The Professional is one of my favorite movies...It's such a
hard question, so I'm going to waffle my way through this one...
“I think my favorite sports movie is between Raging Bull and The Natural.”

How will social media and VR converge in the future?
“I think we're already seeing it, to some extent, with YouTube making their 360
content available in the way they have, and obviously, Facebook. I think it's
inevitable we'll be seeing VR experiences posted to Twitter and Facebook and
people being able to pop headsets on...People will be sharing, I think the really
interesting one is who will become the platform for sharing VR shot by the
user...I think we'll see 360-video sharing within 12 months, and user-generated
stuff. That's the really big next phase for VR is who captures that market best;
Facebook are certainly hoping that it's the

The best food to get for an American visiting the UK
“There is a brilliant chef up in Edinburgh called Tom Kitchen, who cooks an amazing
fish and wonderful British-Scottish food, so go to his restaurant. It's called The
Kitchen...”

Who is Ben's pick for this season's English Premier League champion?
Ben picks Manchester City in a close race over Manchester United, with Chelsea
coming up in third place

Ben's social media all-star to follow
Ian Macintosh (@iainmacintosh) – Covers soccer and other sports
He is a brilliantly clever writer...He will make you laugh, he will make you cry, and
he will probably teach you a little about soccer that you didn't already know.”

Where to find Ben and Laduma on digital and social media
@BSmith on Twitter and @TheBenSmith on Instagram
@Laduma on Twitter and @LadumaHQ on Instagram and http://laduma.co.uk for
website

Thanks very much to Ben Smith for sharing his experience, knowledge, and stories
with us on the Digital and Social Media Sports Podcast!
For more, visit www.dsmsports.net and follow me, Neil Horowitz, on Twitter
@njh287

Episode 76 of the DSMSports Podcast w/ Ben Smith of Virtual Reality Company Laduma

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Episode 76 of the DSMSports Podcast w/ Ben Smith of Virtual Reality Company Laduma