Extreme E Partners With MindProber For Fan Engagement Measurement
New electric off-road racing series, Extreme E, has partnered with biometric media testing platform, MindProber ahead of the inaugural Extreme E season set to begin on April 3.
As part of the partnership, MindProber’s technology, hand-held sensors that gather skin response signals to measure emotional engagement will be used by fans in their own home as they watch the races to better understand how fans engage with Extreme E live coverage.
The data the partnership delivers will offer insight into how camera angles, commentary, rules and technical regulations can be optimised to better improve the fan experience of the live product.
Extreme E chief marketing officer, Ali Russell, said: “We are really excited to use MindProber’s technology to better understand our fans.”
“As a sport without spectators on site, our digital proposition is our key way of communicating so it’s imperative we get it right and provide the ultimate fan experience.
“I’m looking forward to seeing the data following our first X Prix in Saudi Arabia from 3- 4 April and what content best engages our audience,” Russell said.
MindProber chief revenue officer, Joe Timson, said: “We’ve been following the development of the Extreme E series for some time and it’s hugely exciting for us to be involved with such an exciting and important new sport.”
“The inherent excitement of the series format and the significance and importance of the underlying ethos makes Extreme E an ideal partner for MindProber both in terms of the business value our methodology can deliver and our shared values as a business.
“I can’t wait to see how things progress from here,” Timson said.