Superhuman athletes have arrived in the French capital for the Paris 2024 Paralympic Games, a revolutionary sporting event about life, death, survival & ‘Murder Ball.’

As the Paralympics get under way in Paris, Michael Pirrie explains why the world’s third biggest sporting event is also a global movement that transcends sport

For those who thought they had witnessed – or missed – the most exciting, thrilling and joyful experiences that sport could offer at the recent Olympic Games, the message on billboards around Paris was to keep watching as “the Game is not over.”

It’s a brave, audacious thing to follow in the footsteps of Olympic athletes and the world’s biggest and most watched sporting event, especially one so recent and so successful as the Paris Olympic Games.

But that’s just what’s happening in the French capital. The Paralympic Games is underway. Just two weeks after the Olympics.

Paralympians are brave and audacious.

They came in their thousands, from more than 160 nations, for the opening ceremony on the Champs-Elysees, one of the world’s most beautiful avenues, which connects, appropriately, to the Arc de Triomphe, as Paris celebrated the triumphant arrival of a new intake of sporting champions in style

This time, on a perfect photoshopped Paris evening, the teams floated down the iconic avenue on adrenaline, hope and national expectations, avoiding the rain that drenched the boats and athletes that floated down the Siene in the Olympic opener.

The Paralympic Games, which now follows the Olympic Games in each new host city, did not exist the last time the Olympic Games were held in Paris 100 years ago.

The Paralympic event, which has evolved into a global sporting and social movement, found a kindred culture and spirit of support for the Games in Paris as thousands turned out for the opening in the streets of the French capital, synonymous with the fight for human and civil rights and liberties.

“Welcome to the country of love and revolution,” said Tony Estanguet, president of the Paris 2024 organising committee.

“This is the start of the most beautiful of revolutions, the Paralympic revolution,” he said to crowds of spectators cheering on the visiting teams as French President Macron formally opened the Games.

The Paralympic athletes are now making their way into some of the most beautiful venues in the world, recently vacated by Olympians, into Stade de France for Para athletics and other iconic settings including the Eiffel Tower stadium, converted into a field for blind football from the Olympic beach volleyball court.

A GAMES REVOLUTION IN SPORT & SOCIETY

But this is not a follow up or add on to the Olympic Games.

In a fractured world that is politically, socially, and economically divided and attention exhausted, the Paralympians are stepping out of the shadows of their Olympic counterparts with jaw dropping, uplifting, and soul stirring displays of sport.

The Paralympic Games is about much more than sport, reflecting the beauty, suffering and survival that sport can embody.

The Paralympians are making their own statements in Paris about the world we live in and what is possible in life and in sport.

While some Paralympians might die younger and earlier in their careers, the athletes have blazed comet-like trails across the sporting universe.

Paralympic athletes have defied society’s conventions and expectations around disability with performances that often transcend Olympic outcomes, surpassing customary thinking about what is possible in the aftermath of some of the most crippling injuries and conditions that can befall the human body.

Advances in medicine, artificial body parts and adaptable sporting infrastructure and equipment, combined with resilience and creativity of traumatic injury and disability survivors have produced a new global sporting and social inclusivity movement spanning the full spectrum of human experience and emotion.

Paralympic performances, like the athletes themselves, may exceed what many elite, able bodied athletes might struggle to achieve if confronted with similar adversity.

There are no sports seemingly out of bounds nor beyond the reach or imagination of Paralympic athletes, despite often catastrophic injury or circumstances.

These include canoeing, archery, athletics, and road cycling, to equestrian, rowing, powerlifting, swimming, and many others including wheelchair rugby, involving such fierce rivalry, collisions and crashes it was initially known as murderball.

The 100 metres sprint will be the fastest tango in Paris, with blade runners likely to fly down the fast Stade de France track in record time, below the current amazing 10.53 seconds benchmark for a single or double leg amputee athlete.

HAVEN SENT

The Paralympians are extraordinary athletes who have overcome almost seemingly insurmountable odds – from the cruel genetic lottery in life to the randomness of time, places and people involved in life altering accidents and incidents.

Let me tell you one of the most remarkable, one of the most heart breaking, and one of the most inspiring stories and athletes you may ever come to know about: her name is Haven Shepherd and she’s a swimmer on the American Paralympic team in Paris

Haven was born in Vietnam and adopted as a double amputee by an American family when she was 20-months old after losing her lower legs when a bomb was detonated by her birth parents trying to commit a family murder/suicide.

Haven’s biological parents died in the explosion but she survived with horrific leg injuries. Her grand-parents were so poor they asked families of other patients at the hospital to help pay the medical bills.

Haven, who developed an affinity with water and swimming after her new parents put her in a pool as a young child, will compete in swimming at her second Paralympic Games.

The young woman, who is not meant to be alive, is also a successful motivational speaker, model, brand ambassador and a dedicated advocate for people with disabilities.

“Definitely going through an amputation or just growing up without limbs in general, it makes you grow up really fast,” Haven said in a recent interview.

“You need to choose what you want the world to be to you. Is it going to be somewhere where its not safe and you never leave your house and you don’t want people to look at you? Or do you want the world to know that hey, we exist.”

“I’ve got to live this amazing life,” said the athlete who was supposed to be dead.

“I’m here at the Paralympics. I got to have an amazing childhood. The very first time I ever smiled when I first got adopted was when my parents put me in the swimming pool. I love how it comes the full circle”

Like Olympic athletes, the Paralympic athletes are among the best in the world at what they do.

Haven’s journey from adoption to international athlete revived memories of the swimmer who won Canada’s first gold medal at the Tokyo Olympics, defeating a swimmer from China, the birth country that had abandoned her as a baby under its former controversial one child policy and later adopted by a Canadian couple.

The stories and the achievements of athletes in Paris like Haven are truly extraordinary.

They include a freestyle swimmer and former cyclist who almost died eight times while in intensive care after a near fatal accident while triathlon training; a table tennis player who lost his right arm after being mauled as a child by a bear at a zoo in China when he tried to pat the animal though a gap in the enclosure; and an athlete, who, due to a hormone abnormality, will compete in Iran’s sitting volleyball team as the world’s second tallest living man at 246 centimetres.

Like the Olympics, the Paralympic Games reflects much about the human condition as well as the condition of the planet, with a growing number of athletes competing after sustaining horrific injuries in a growing number of combat zones.

The involvement of war damaged competitors reflects the historical origins of Paralympic sport in England as therapy for injured soldiers returning from the second world war.

SPORT’S UNCONQUERED SPIRIT

The Paralympic Games also highlights the important role sport can play in the recovery of war disabled veterans while bringing the international community together in a spirit of peace.

These are the twin themes of Prince Harry’s widely acclaimed Invictus Games, which involves participants who will also feature at the Paralympic Games.

The Invictus and Paralympic Games have helped to redefine the role and relevance of sport in positive and life affirming ways in this prolonged era of conflict, terrorism, and institutional failure.

Despite suffering horrific war-related injuries and setbacks such as lost limbs, brain damage, depression and post traumatic stress, Invictus and Paralympic participants have found in sport the motivation to persevere, overcome, recover, to conquer and to carry on.

“I don’t think anything could be more inspiring than seeing a guy who lay bleeding to death in a ditch in Afghanistan now running 100 metres in Paralympic time,” said Royal Marine Andy Grant, an original Team GB Invictus Games participant.

SPORT’S NEW AGE OF ENLIGHTENMENT

CONCLUSION

The Paralympic Games, like the athletes, have defied and reshaped commercial and social expectations surrounding sport because they embody the essence of sport and the human spirit at the heart of sport, which connects audiences and communities around the world to all great sporting events and endeavours.

The Paralympians epitomise the power of the human spirit to strive to overcome and to survive even the deepest adversity and afflictions like actors Michael J Fox and Christoper Reeve, singer Andrea Bocelli, boxer Muhammad Ali, and many others.

While addressing the Opening Ceremony of the London 2012 Paralympic Games, the acclaimed late British physicist, Stephen Hawking, said competition was “all about transforming our perception of the world.”

In calling for a new age of enlightenment, Hawking implored audiences to “look up at the stars and not down at your feet.”

“We are all different, there is no such thing as a standard or run of the mill human being, but we share the same human spirit,” said Hawking, a brilliant scientist who struggled with a crippling brain disease.

That spirit will be luminated brightly in Paris by the Paralympians as a beacon of hope to a world in crisis during the Games.

Michael Pirrie is an international communications strategy advisor who has worked in senior roles on several major international events, including the London 2012 Olympic and Paralmypic Games and Invictus Games.

Ascot Racecourse signs InCrowd for digital transformation project

Ascot Racecourse have selected InCrowd to run a new, long-term digital transformation project.

Ascot Racecourse are working with InCrowd to develop a new premium web destination for racing fans that will ultimately strengthen the world renowned Ascot brand, grow their global database and present new commercial opportunities for both Ascot and brand partners.

Central to the project are a new Content Management System, Single Sign On (SSO) solution and Fan Data Platform (FDP) powered by sports marketing technology provider Cortex. Seamlessly integrated with the new website, these tools will enable the Ascot team to capture and collate new zero, first and third party fan data paired with digital usage tracking, giving them the power to create seamless and highly personalised digital content experiences for every fan, proven to maximise engagement and increase conversion rates.

As part of the website build, Ascot and InCrowd will be streamlining key commercial journeys across ticketing, premium hospitality and membership, alongside the introduction of customisable and fully brandable digital inventory and fan activations.

Unlocking exciting new commercial opportunities for Ascot and their partners, these new personalisation tools allow brands to become an organic part of the story, creating deeper connections and developing stronger brand advocacy with racing fans.

In addition, this scalable and centralised digital ecosystem will help Ascot increase operational efficiency across the business, from content management to customer support, with enhanced Insights Dashboards supporting key decision making across multiple departments with dynamic and customisable reporting, tailored to key stakeholders and objectives.

“We are really excited to embark on this digital transformation project with InCrowd.” Says Head of Sales, Rob Paddon. “Our strategies for collecting new fan data will enable us to better understand our audience and improve customer journeys with personalisation tactics driven by insights that we didn’t have access to before.”

“Elevating our new website with InCrowd’s recommended content and digital inventory tools will revolutionise how we communicate and connect with racing fans around the world, as well as drive significant value for both Ascot and our brand partners”.

ESPN and USTA extend broadcast partnership until 2037

ESPN and the United States Tennis Association (USTA) have extended their relationship with a new, 12-year agreement that will keep the iconic event with ESPN through 2037.

The deal, which starts in 2026 and is ESPN’s longest-term tennis agreement, also continues to make ESPN the home of the entire US Open in Latin America and the Caribbean and in Canada on TSN and RDS. ESPN Deportes likewise continues as the exclusive Spanish-language home of the US Open in the United States.

The deal was brokered by IMG, the USTA’s media rights representative.

In the new agreement, USTA will take over host broadcaster duties from ESPN beginning in 2026 as ESPN focuses its production resources on the more than 260 hours of annual coverage planned for the U.S., as well as hundreds of hours for international territories.

“We take tremendous pride in our 15-year relationship with the USTA,” said ESPN Chairman Jimmy Pitaro. “This agreement reinforces our long-term dedication to tennis, our capacity to showcase one of the premier events on the annual sports calendar and, as the world’s first sporting event to offer equal purses for its female and male competitors, The Walt Disney Company’s industry-leading commitment to women’s sports.”

“After many remarkable years of partnership, we are thrilled to extend our partnership with ESPN and the Walt Disney Company, a collaboration that has driven extraordinary growth for the US Open,” said Lew Sherr, USTA CEO and Executive Director. “This year’s US Open is well on its way to being the most spectacular Championship in our history and together with ESPN, we are energized by an even brighter future. Our shared commitment to expanding the reach of tennis has contributed to significant increase in participation. Together, we will continue to leverage the US Open as a powerful platform to promote our mission to inspire healthier people and communities.”

“This ESPN deal is groundbreaking, not only for the USTA and US Open, but for tennis globally,” said Hillary Mandel, EVP and Head of Americas, Media at IMG. “The new agreement will super-charge this iconic, captivating Grand Slam’s exposure, production, promotion, content, and economic investment, ensuring record year-on-year growth for the next decade and beyond.”

Disney-Reliance merger approved by the regulatory authority

The Competition Commission of India (CCI) has approved the $8.5bn merger involving Reliance Industries Ltd. (RIL) and its units Viacom18 Media Private Limited (Viacom18), Digital18 Media Limited with The Walt Disney Co.’s (TWDC) Star India Private Ltd. (SIPL) and Star Television Productions Ltd.(STPL), “subject to the compliance of voluntary modifications,” the antitrust watchdog said in a press release.

“As a result of the transaction, SIPL, currently a wholly owned entity of TWDC through its subsidiaries, shall become a joint venture (JV) which will be jointly held by RIL, Viacom18 and existing TWDC subsidiaries,” the CCI said.

It is assumed that the combined joint venture would control about 40% of the streaming and TV advertising market. The merger would also lead to consolidation of cricket broadcasting. As of now, the Indian Premier League rights are split between Star and Viacom18 for TV and streaming, and the former has the rights to certain tournaments aside from the IPL.

In addition to JioCinema and Disney+ Hotstar, Viacom18 and Disney together account for some 120 TV channels.

FIBA extends partnership with Enlio for ten years

FIBA has announced a multi-year extension with Enlio, a leading Chinese sports flooring supplier, who will continue to provide world-class court surfaces for the FIBA 3×3 World Tour and the FIBA 3×3 World Cup until 2034.

The announcement follows an unprecedented turnout for 3×3 basketball at Paris 2024, where Enlio supplied the court for the sold-out venue in Place de la Concorde.

The ten-year partnership extension underlines the successful collaboration between FIBA and Enlio. Enlio will continue to deliver state-of-the-art flooring that helps players deliver gold medal performances while providing excellent support and protection for their bodies.

“Extending our partnership with Enlio for a further ten years is a sign of the strength of our successful relationship,” said FIBA Secretary General Andreas Zagklis. “FIBA and Enlio share many values, but most importantly, we share an player-first approach. We are therefore excited to continue working with Enlio to create an optimal competition environment as we strive to take our sport to even greater heights.

“We are very excited to extend our partnership with FIBA until 2034,” said CEO Enlio Sports Li Yu. “We are proud that our surface was chosen for 3×3 basketball at the Paris 2024 Olympic Games, supporting FIBA in setting new standards for the most thrilling urban sport. We look forward to introducing innovations and providing players with the ultimate experience as they begin their journey with the 3×3 World Cup in 2025.”

Inter Milan signs Gate.io as official sleeve partner

Gate.io, one of the world’s leading cryptocurrency exchanges, has announced a partnership with reigning champions of Serie A, FC Internazionale Milano – one of the most prestigious football clubs in the world, with more than 500 million followers worldwide.

For the 2024/25 season, Gate.io will become the Official Sleeve Partner for Inter, which will see its logo on the sleeves of the playing kits for both Men’s and Women’s teams, in addition to the Club’s U20 teams.

The club’s trophy haul includes 20 Italian league titles, 9 Coppa Italias, 9 Italian Super Cups, 3 UEFA Cups, 2 European Cups, 1 UEFA Champions League, 2 Intercontinental Cups and 1 FIFA Club World Cup.

The new partnership will focus on enhancing the fan experience and providing innovative services and engagements to the Club’s global fan base.

Throughout this exciting collaboration, fans can look forward to a range of exclusive content, joint-marketing activations, co-branded merchandise, alongside unique opportunities for fans to connect both on and off the field.

This partnership symbolises the fusion of traditional sports excellence with cutting-edge digital technology. Together, Gate.io and Inter are set to redefine the fan experience, offering unparalleled engagement to a global audience.

Gate.io is one of the world’s earliest cryptocurrency exchanges and a leader among compliant and secure digital asset platforms, offering diverse trading services with 100% user-verifiable Proof of Reserves. Further, the platform has consistently ranked as one of the top 10 cryptocurrency exchanges based on liquidity and trading volume on CoinGecko.

Besides its primary exchange services, Gate.io has diversified its ecosystem to offer decentralised finance, research and analytics, venture capital investing, wallet services, startup incubation, and more. The platform currently serves more than 17 million active users worldwide.

Alessandro Antonello, CEO Corporate, Inter, said: “We are delighted to welcome Gate.io as our new Sleeve Partner for our prestigious jersey. Thanks to this new agreement, Gate.io – which has over ten years’ experience in the sector and shares our innovative spirit – will gain extensive visibility in all the competitions that we will participate in.”

Dr. Han Lin, the founder and CEO of Gate.io, said “We are thrilled to partner with Inter, a club with a rich history and a passionate fan base. This partnership aligns with our commitment to innovation and community engagement. We are excited to bring new and exciting experiences to Inter fans around the world and to explore the many synergies between the worlds of football and digital assets.”

“Footgolf combines the excitement of soccer with the ethics and tradition of golf”

iSportConnect’s Taruka Srivastav recently sat down with Aleksander Kravanja, President of Federation for International FootGolf (FIFG) where he highlighted the accessibility and competitiveness of footgolf, the significance of incorporating fun and creativity into sports, with a growing number of countries and regions adopting footgolf globally.

Could you tell me more about FootGolf as the sport is very recent since it was founded in 2018?

The sport actually started independently in two places globally, without knowledge of each other. The first mentions and actions were in Mexico, and then Michael Johnson introduced the sport in Holland. Michael Johnson is actually the founder of footgolf and also the World Federation. So, the first countries involved were Holland and Mexico, and then it grew in the US, UK, and other countries. Now, we have 40 countries in our membership globally, across all continents, with 19 more in the process of being accepted. We are growing sustainably and quickly, but we try to maintain controlled growth, helping new member countries avoid the mistakes and hard lessons we faced. We are guiding them through the onboarding process and supporting them in the early years of introducing the sport in their countries.

In recent years, we’ve seen sports like Pickleball and Paddle tennis gain popularity, with widespread participation and celebrity involvement. How are you marketing this sport and raising awareness?

To be completely honest, we’re currently doing it with passion and sincerity, rather than a heavy focus on marketing. We are on the verge of a big step, which is to bring our sport to TV and broadcast major competitions, possibly by next year. Our most important step now is to establish a solid foundation before diving into large-scale marketing. We’re setting up solid rules, ethics, and support systems within our member countries and World Federation, so that when we take the next step in marketing, we’re prepared. Recently, after a meeting in Birmingham at SportAccord, we engaged two agencies to help us grow the sport and attract new partners. I believe we’re now ready for new partnerships with strategic partners and sponsors.

Which are these two agencies, and who are your current partners?

We have one agency in the States and one in France, taking advantage of the cultural aspects of each region. Member countries often work with local agencies as well. We’re connecting global and cultural perspectives through these agencies, which have experience in helping new sports. Although our budget isn’t large at the moment, these agencies see significant potential in our sport, which makes us optimistic. They believe in the future of footgolf.

If I were a brand, why should I sponsor footgolf? What reasons would you give to invest in this sport?

The most important reason is that the sport is fantastic and accessible to everyone. It’s easy to learn, and we’re expanding from a competition-focused sport to include recreational play, which will be a significant step forward. We’re also introducing a handicapping system, similar to golf. Footgolf combines the excitement of soccer with the ethics and tradition of golf, creating a unique sport with a bright future. The companies working with us strongly believe in our sport, and we are committed to upholding strong sports values. We respect Olympic principles and are focused on long-term growth, making us a reliable partner for sponsorships and investments.

Would you say that Footgolf offers a younger, more accessible take on the traditionally elite sport of golf?

No, not exactly. I’ve been playing golf for over 40 years, and while Golf has its challenges and is often seen as an elite sport, it’s accessible in many countries. Footgolf, on the other hand, is much quicker to learn, more competitive, and requires less time investment. The demographics favor footgolf, with 80% of our players being between 24 and 45 years old. We’re also seeing more seniors and women getting involved, which is encouraging.

Realtime fan experiences: Making them economically viable, at scale

Fan expectations pose an existential threat to fan-centric businesses. And that’s because what it means to be a fan has changed. Fandom used to be watching the Monday night game on TV or getting tickets for a concert when your favorite artist rolled through town.

But social platforms have made us all into content creators. And now fans want to play an active role. Increasingly, they expect ongoing interactive experiences that connect them with the creators, sports teams, and artists they love – and in some cases with millions of other fans. This has created an enormous opportunity for fan-centric organizations to open new revenue streams and strengthen their relationships with their audiences. As a result, we are witnessing a period of accelerated change and innovation in the experiences that fan-centric brands deliver.

However, companies face technological challenges that risk making these new experiences economically infeasible. In particular, the wrong architectural choices can mean that the cost of serving each new fan increases exponentially – making the most successful events become the least commercially viable.

Fortunately, with the right design decisions, fan-centric organizations can build fan experiences that succeed at scale. Here, I’m going to share what we’ve learned from helping broadcasters, artists, and sports organizations the world over make realtime fan experiences economically viable.

The exponential scaling problem

So, what is it about modern fan engagement that leads to this problem of exponential growth in costs? The core challenge comes from user generated content (e.g. chats, comments, and reactions) and, in particular, the need to deliver potentially huge volumes of data to each and every fan. Let’s put it in context to understand why.

Traditional broadcasting operates under a fixed cost model, meaning the expenses for infrastructure—ranging from satellite trucks to broadcast towers—stay the same regardless of audience size. Whether a football game is viewed by ten people or ten million, these initial costs remain unchanged. Once the broadcast signal is transmitted, it can be accessed by anyone within the service area. Therefore, while the up-front investment is considerable, there are no additional costs as the viewership within the geographic region increases.

In contrast, streaming economics are variable and scale with audience size. Each new viewer adds incrementally to the total cost, as streaming requires additional bandwidth and server capacity per viewer. But as the number of viewers increases, economies of scale kick-in. Content delivery networks (CDNs), media servers placed within ISP networks, and bulk bandwidth purchasing reduce the cost per viewer as the audience grows. That’s what made it economically viable for Indian over-the-top (OTT) streaming service Disney Hotstar+ to serve a record breaking 59 million concurrent viewers during the 2023 Cricket World Cup.

As fans now engage with potentially millions of other fans,  the data requirements necessitate a complete rethink of the economics.

Both broadcasting and streaming are one-way, whether you’re paying for geographic reach or per minute streamed. But interactive fan experiences turn everyone into a data generator. As more fans interact with each other, the number of interactions increases exponentially—this is the N-Squared problem.

The N-Squared problem in numbers

Unlike video streaming, where costs per viewer decrease, the cost of message delivery in a many-to-many environment grows exponentially. Instead of economies of scale, success means higher costs.

Let’s use the example of an interactive fan experience during a tennis match. Alongside the livestream, a chat-like feature allows fans to post messages and reactions. We have 10,000 fans watching the livestream and participating in the interactive experience.

If one fan posts a message predicting the outcome of the match, it must be delivered more or less instantly to the other 9,999 viewers. Things become complex when the other fans start responding. Even if just 1% of the other fans—100 people—react with emojis or replies, each of those 100 responses must be sent to all 9,999 other fans. This results in nearly a million message deliveries, all stemming from a single fan’s message and a small number of responses.

Let’s up the ante. With 100,000 fans, each posting twice and 1,000 of them reply to each original post, we’d see 2 million responses totalling 220 billion message deliveries!

But, of course, we’re not just talking about one fan posting once. If the average fan posts two original messages each hour and, in turn, each post generates ten responses, delivering everything to every fan gives us some very large numbers.


This leads us to an almost existential question for realtime fan experiences: is it possible to deliver them to growing numbers of fans in an economically viable way?

Serving fans and the bottom line

Delivering fan engagement experiences isn’t optional, so we need to find a way to make it work financially.

Live events like the Super Bowl or the Eurovision Song Contest draw massive international audiences. Many of those people feel that their experience is incomplete if they’re just passive viewers. More and more, people’s enjoyment of an event is tied up in their ability to interact with other fans in realtime.

So, how do you overcome the N-Squared problem in order to arrive at a predictable cost per user per hour?

The answer lies in the architectural decisions that feed into your fan engagement platform. Understanding the key challenge of fan engagement is crucial—that user-generated content causes costs to rise exponentially as more people join the experience. Knowing this, we can proactively design our systems to scale linearly rather than exponentially.

In particular, three architectural patterns hold the answer:

  • Batching: This is where you deliver groups of messages together rather than sending each message individually.

  • Aggregating: With aggregation, you compute what has changed and send only the results rather than the individual updates, reducing the overall amount of data transferred.

  • Partitioning: An approach based on segmenting the fanbase into sub-groups, so that messages are delivered to a predictable number of fans rather than to every fan every time.

Both approaches break the link between the number of fans engaged and the number of messages we must deliver. Let’s look at them in some more detail.

Batching: balance immediacy with efficiency

The N-Squared problem arises when we attempt to deliver messages and other interactions among a growing number of fans. In part, that rests on the assumption that every message must arrive as quickly as possible. But that isn’t true. Here’s why:

  • Not all messages are created equal: A goal notification needs to be delivered as quickly as possible but a slight delay in seeing reaction emojis—whether they appear instantly or half a second later—likely won’t affect anyone’s experience.

  • Human perception threshold: There’s a natural limit to how fast we can perceive information. Especially when fan attention is directed elsewhere, it’s unlikely that the difference between a single message delivered in 200 milliseconds (ms) versus waiting a little longer so that two or three messages can be delivered together would be noticeable.

By batching messages together we can significantly reduce the number of messages the system needs to send. This results in slight delays to message delivery, but as mentioned above it’s unlikely to degrade the fan experience.

There are several strategies for batching, each coming with its own pros and cons. Which you choose is less a technical decision and more about what type of experience you want to offer. In practice, you might combine them to help you balance fan experience with the cost to deliver the service.

Time-based batching

One way to get that fixed cost per user is to send messages at set intervals. With reactions in particular, they’re often happening in a narrow window. Let’s say there’s a big event in the livestream, such as a sports team scoring a goal or a musical artist playing a fan favorite song. Reactions will take place around the same time, so a lot of these events fire in very close succession.

Rather than send each reaction individually, we can queue them and send them in batches every 500ms or whatever time interval is appropriate. That will introduce a little latency but that’s the trade-off for achieving a predictable cost per user.

Priority based batching

One way to address the latency that comes with time-based batching is by organizing messages according to their importance. This method ensures that critical updates, like a goal scored in a sports match or an important announcement during a live concert, are delivered immediately.

High-priority messages bypass the regular queue through a system of tiered batching, where essential messages are sent on a more frequent schedule than those of lower priority.

Quota-based batching

Another way to address the latency introduced by time-based batching is to send messages once a certain number is in the queue. In quota-based batching, messages are accumulated until they reach a predefined limit, at which point the batch is sent.

During quieter periods, this method can introduce more delay, though, because messages must wait until the quota is filled before being sent. Another potential issue is that, in busier times, quota-based batching might make it harder to predict costs per user. As audience interaction spikes, the predefined quota is reached more quickly, resulting in more frequent batch dispatches.

Aggregating messages

Batching works because it reduces the number of messages the platform needs to send. But it can’t solve the N-Squared problem entirely. That’s because it doesn’t affect the overall size of the data the system needs to process.

Here’s why:

  • Message sizes become unwieldy: As the number of people engaged in an experience grows, there comes a point where we start to hit the practical limits of how much bandwidth a single device can reasonably consume.

  • Bandwidth isn’t free: Although we’re lowering resource usage by reducing the number of messages sent, the system’s bandwidth usage still increases as more people join. So, at larger scales the N-Squared problem presents itself in a different way.

What we need is a way to reduce the overall amount of data transferred. Instead of just batching messages together, we can adopt a more strategic approach known as aggregation.

With aggregation, we compute what has changed and send only the results rather than the individual updates.

Let’s go back to our tennis match example. Imagine we have four fans, one of whom sends a clapping emoji, while the other three send a thumbs-up emoji. Instead of emitting four emojis, we can send the thumbs-up emoji with a count of three, and the clapping emoji with a count of one. Even at this small scale, aggregation halves the volume of data we need to send.

But it becomes even more effective as fan numbers grow. Let’s say we now have 16 fans taking part. Seven send a thumbs-up and nine send a clapping emoji. Despite the increase in fans, we still need to send just two messages: clapping: 9 and thumbs-up: 7. That gives us a compression ratio of 87.5%.

Computing changes in this way and then batching them together effectively eliminates the N-Squared problem, giving us a fixed cost per user regardless of the number of fans. This makes the cost of delivering realtime fan experiences more predictable, and more economically viable.

Partitioning

Partitioning is another strategy for addressing the N-Squared problem. The idea is to divide fans into separate groups or rooms so that we reduce the overall number of messages the system needs to deliver. Ideally, partitioning should be seamless, meaning individual fans enjoy the experience without being aware of the segmentation.

To explore how partitioning works, let’s imagine an event with 1 million people taking part in the fan engagement. When one person posts a chat message that results in 999,999 deliveries. If just a fraction of the other participants responds, say 1,000 people, that then requires sending those 1,000 responses to the remaining 999,999 viewers. This results in nearly 1 billion message deliveries (1,000 responses × 999,999 recipients).

However, if we split the fanbase into separate groups then we can enforce an upper limit on how many messages we need to send. Instead of a single 1 million-person experience, we could run ten groups of 100,000 each. From a fan’s perspective, the core interaction – sharing excitement – remains the same.

But from a cost perspective, the number of message deliveries drops dramatically, enabling the cost per user (per hour) to remain the same. This contrasts to unpartitioned audiences, where the cost per user increases with audience size. Smaller partitions would make the cost per user even lower.

Smaller partitions would have an even greater impact. The lower pace of messages in a smaller partition probably offers a better fan experience since the number of messages they receive becomes more manageable. But, of course, this comes with trade-offs, too. While a fan probably doesn’t care if they see 1,000 or 10,000 cheering emojis, they might notice the absence of a friend or a popular community figure (VIP).

Both can be solved for. For VIPs, their messages could be broadcast across all partitions, maintaining their visibility and influence across the entire fanbase. For applications where having friends together is key to the experience, functionalities such as “watch parties” can be introduced so that friends can partition themselves, instead of being partitioned by the app.

Solving the realtime fan engagement problem at Ably

At Ably, we’ve worked with sports franchises, creators, entertainers, and broadcasters globally – including NASCARGenius SportsTennis Australia, and SRF – to help deliver reliable, scalable, low-latency fan experiences that provide a healthy return on investment. The infrastructure that we provide already makes our platform well suited to the fan engagement experiences of these customers. But we’ve been doing a lot of thinking about what more we can do to overcome the unique challenges of delivering fan engagement experiences in an economically viable way. This includes us trying to solve the N-Squared problem.

So, we have been actively revising our pricing model and building new features based on some of the architectural patterns mentioned above. As a result, we will be introducing:

  • Message batching: This feature is designed to optimize costs and enhance performance in large-scale, high-throughput applications.

  • LiveObjects: This feature moves the aggregation problem down into the platform and API layer of our stack. It allows you to compute what’s changed and to only emit the computed change as opposed to the batch of each individual change.

  • Partitioning: We are at early stages of developing a partitioning solution and are actively talking to customers now on how best to design that. Please reach out to find out more, we’d welcome further insights.

  • Usage-based pricing that’s billed by the hour: Our pricing model gives you granular control over your costs. You only pay for what you use: messages sent, channels active, and connections made). This means you can budget effectively and avoid surprise charges. Ideal for limiting the costs of peaky high volume traffic surges.

The above article has been authored by Ably’s founder Matthew O’Riordan. If you are interested to see how you could benefit from working with Ably, get in touch and book a session with one of our sales engineers – or try our platform for free by signing up for an account today.

World Freestyle Football Association inks deals with Predator Energy and Fury Energy in Africa

The World Freestyle Football Association, together with acclaimed energy drink brands Predator Energy and Fury Energy, both trademarks of Monster Energy Corporation, have announced their collaboration to elevate four National Freestyle Football Championships in Africa and support their local communities in taking their competitive scene to the next level.

The four countries included in the partnership are Nigeria, Kenya and Uganda (together with Predator Energy), as well as Egypt (thanks to the support of Fury Energy). The agreement will allow these four tournaments to feature not just an electrifying Grand Final both for male and female freestylers, but also a touring roadshow in several locations across each of the countries to further excite and engage local football communities.

A core component of the roadshow will be the education and mentoring of 100 community leaders (Football coaches, NGO workers and teachers) within each country who are working with 16-to-25 year-olds. The WFFA’s FsLife Development training course will equip all community leaders in attendance with the resources and ability to build self-esteem and entrepreneurship through football within their communities.

The dates and locations for the National Freestyle Football Championships are as follows:

  • Nigeria: Lagos,21st September 2024
  • Egypt: Cairo, 9th November 2024
  • Kenya: Nairobi, 29th November 2024
  • Uganda: Kampala, 6th December 2024

Dan Wood, Head of Partnerships at the WFFA, said: “It has been a fantastic process to collaborate and map this partnership with the team at Predator & Fury. Their commitment to grassroots and the development communities across Africa is what really excites us at the WFFA and are proud to team up initially in these four dynamic countries”

Valentine Ozigbo, WFFA Non-Executive Director and Chairman of the event promoter Feet’N’Tricks, added: “We are really thankful to Predator Energy in Nigeria for this great partnership; we are able to build a flagship example of how Freestyle Football can transform the lives of people across Africa and the world when key stakeholders come together. We are truly excited for what can be developed together in the future”

Rob Adkins, Predator & Fury Energy Brand Director, said: “We couldn’t be more excited to be partnering with WFFA and to further strengthen our presence within football. Our ultimate mission is to build fans of our brands and to add value to local communities through football. The WFFA is already making an impact in that respect, so we’re keen to see how we can take this to the next level via our partnership.”

McLaren Racing extends partnership with NTT Data

McLaren Racing is expanding its partnership with NTT DATA, which will become an Official Partner of the McLaren F1 Academy Team.

Starting this weekend with the race in Zandvoort, the partnership will see the logo of NTT DATA, a global innovator of business and technology services, carried on the race car of driver Bianca Bustamante for the remaining races of the 2024 season and beyond.

The expanded partnership builds on NTT DATA’s existing agreement with the Arrow McLaren IndyCar Team. NTT DATA has been Arrow McLaren’s Official IT Services Partner since the 2023 season, supporting the team with data strategies and scaling analytical capability as well as being the title sponsor of the NTT DATA Strategy Control engineering centre that travels to track.

Matt Dennington, Co-Chief Commercial Officer, McLaren Racing, said: “We are delighted to further develop our partnership with NTT DATA into the world of F1 Academy – a relationship which has gone from strength to strength with our Arrow McLaren IndyCar Team. We’re proud to work closely with our partners to continue to open up motorsport to female drivers, and we are pleased to have NTT DATA join us on this journey.”

Mona Charif, Chief Marketing Officer, NTT DATA, Inc., said: “As a trusted global innovator of business and technology services, NTT DATA is proud to be associated with F1 Academy to support emerging talent and promote diversity across all levels of motorsport. Our partnership with McLaren Racing reflects our shared values and commitment to creating a more diverse and equal playing field on and off the track.”