Intro


ELISA FEEL THE GAME

Turning emotion data into sports entertainment

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Intro


ELISA FEEL THE GAME

Turning emotion data into sports entertainment

 

Elisa, Finland’s largest telecom and digital service provider, wanted to offer sports fans something truly revolutionary. 

The result was the Feel the Game project, which enabled the audience to follow a football player’s emotions during an important match – measured with a brain scanner during the game, in real time, for the first time ever.

 
 

VIEW THE CASE STUDY

 
 

INSIGHT


Sports entertainment thrives on emotions

Football is the world’s most popular sport. Its fans have access to every possible kind of background information, from the number of kilometres ran to passes completed and goals scored. The game evokes powerful emotions not only in the audience but on the pitch, too.

The players’ real emotions, however, have remained a mystery to the fans. Until now. 

Elisa’s online TV streaming service broadcasts a wealth of matches from both domestic and international leagues. The company wanted to give its customers a glimpse into the future of sports entertainment and show how technology can make even a sport as familiar as football into a whole new experience. 

 
 
 
 

SOLUTION


An (almost) impossible feat of technology

We joined forces with Elisa's experimental marketing hub Elisa Kulma, the Finnish top division football team HIFK, and a team of cognitive neuroscientists.

First, we created a wearable version of an ultra light EEG scanner, which was able to send data on the player’s brainwaves to a computer in real time from long distances. Using the latest studies in their field, the neuroscientists developed algorithms to translate the EEG signals into four different emotions or states of mind: Flow, Go, Stop and Effort. 

Ventures like this would normally belong in a laboratory, but we decided to set the bar even higher.

We launched the project at the hottest game of the season, the local derby between Helsinki teams HIFK and HJK. The EEG scanner was taped on the back of HIFK defender Tommi Vesala. Testing the extremely sensitive hardware couldn’t interfere with Vesala getting ready for the crucially important match, so its durability and reliability were pushed to the limit.

 

TECHNICAL SPECS

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RESULTS


How big emotions made history 

The project received overwhelming media attention. Pilot projects always involve risks, but this one was a live test of something totally new, in front of a huge audience. The largest national newspapers had all featured the project, and heated discussion was taking place on online boards, too. 

During the match thousands of people were able to watch the visualization on their phone or computer screen, seeing how the player’s state of mind changed from Flow to Stop or all the way to unwilling Effort.

For data visualisation we wanted to make it as easy to understand as possible so we chose emojis as the key visualisation for the emotions felt during the game. According to studies Finland is the most enthusiastic country in the world when it comes to the use of emojis so it was a natural choice. 

The reception was very positive: 93% of the users would like to repeat the experience.    

To Elisa the test was an important pilot project, which can potentially be expanded to a number of other sports. How would it feel to watch a game of poker on TV if you knew the emotions of the players? Or to tune into the mind of a top coach during the Stanley Cup final?

The Feel the Game project might have been a small step for neuroscience, but it was a giant leap for sports entertainment. 

 

 

THE RESULTS:


Successful
validation for technology
prototype

450 000+
DOCUMENTARY views and counting

Extensive
coverage
FOR PROJECT in
national media


 
 

VIEW THE FINAL DOCUMENTARY EPISODE

 
 

CREDITS


ELISA
A ground-breaking media company

Merja Vane Tempest
Development Director

Tiina Kuusisto
Vice President of Marketing Consumer Business

Tommi Taponen
Senior Marketing Manager

Tomi Wirtanen
Vice president, Customer Marketing Communications

Ilkka Vanala
Business Manager, Elisa Viihde Sport Users


NEMO
Brain scientists extraordinaire

Katri Saarikivi

Valtteri Wikström

Tommi Makkonen

 


WÖRKS
An agile marketing agency

Mikko Airas
Creative Director

Esa Peltonen
Creative Strategist

Emma Autio
Producer


GREAT APES
A creative design & development agency


Valtteri Santala
Producer

Constantin Freche
Art Director, Motion Designer

Niko Sipilä
Designer

Teemu Huttunen
Developer

Sami Blick
Developer