Why graphics need to be more than just aesthetics

Every football fan has envisioned stepping into Jude Bellingham’s boots on a Champions League night. To size up a split-second decision: whether threading a pass down the middle to Kylian Mbappe is the right move, or if it’s better to release Vinicius Junior down the wing. To strap on Alisson’s gloves and face down a 60 mph strike from Ousmane Dembélé. 

This has been the stuff of fantasy - until now. Prime Video recently announced that Prime Vision, already a staple of its Thursday Night Football coverage in the US, will make its UK debut this season. Borrowing from gaming culture, the feature gives viewers access to real-time, data-driven overlays highlighting expected goals (xG), player speed and momentum models. 

More than just a novelty, Prime Vision signals a broader trend across live sport. On-screen graphics are no longer for decoration, attempting to add to the hype and get fans fired up. They’re decision aids, designed to bring clarity to the play. 

Prioritising legibility over ornamentation

The desire for immersive sporting experiences isn’t new. For years, fans have turned to social media accounts such as OptaJoe and Next Gen Stats to peel back the curtain on their favourite sports - learning the average xG per shot for a particular team or a defensive lineman’s quarterback pressure rate. 

In a world where more than 80% of sports fans now use a second screen while watching live broadcasts, according to a report from the Federation Of Indian Fantasy Sports (FIFS) and Deloitte, broadcasters and streamers face an uphill battle to capture and maintain attention. They must balance respecting the integrity of the sport against catering to audiences’ desire for analytical experiences. 

But this isn’t simply a case of creating premium graphics. Aesthetics are important - but the emphasis should be on clarity, not clutter. Lower-third or AR overlays aren’t there for appearance’s sake; they need to be designed to remove doubt. Rather than just showing what happened, producers must explore the reason events unfolded - and the impact this has on the game moving forwards.

For example: semi-automated offside tracking in football goes beyond telling audiences an offside occurs. It generates 3D animations that explain tight decisions. Similarly, MLB Statcast offers insights into pitch physics, exit velocity and catch probability - all without the need for a replay package. 

The goal remains the same across all sports: use data to make logic of the play in real time - and do so in a clear, quick and credible manner. 

Moving the (viewing) goalposts

Prime Vision’s arrival in the UK will be welcomed by passionate fans looking to take their viewing experience to the next level. For broadcasters, the challenge lies in resisting the temptation to flood the screen with overlays and adopt a more considered approach. These aren’t ornaments meant to obscure, but assets that can deepen audience understanding - in turn helping to drive engagement and nurture loyalty. 

Jay Prasad is CEO of Relometrics