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Snaptivity to boost fan engagement at Edgbaston

Warwickshire County Cricket Club has partnered with local fan engagement firm Snaptivity in a move designed to enhance the match-day experience for supporters at Edgbaston.

Snaptivity, which is based in Birmingham, uses smart stadium technology to capture fans’ emotions and reactions during matches. This content can then be downloaded by supporters.

Snaptivity initially worked with Warwickshire in 2016, and recently backed Edgbaston’s Day-Night Test against the West Indies. The new deal will focus on this weekend’s T20 Blast Finals Day, as well as matches during the 2018 and 2019 seasons.

So-called robo-cameras are used by Snaptivity, and are triggered by artificial intelligence and sensors that analyse crowd behaviour. High-resolution pictures are then created, providing sponsors with the chance to overlay a graphic that can be shared on social media.

The partnership will initially cover the Eric Hollies Stand at Edgbaston, but will have the potential to extend to the rest of the ground.

Warwickshire’s commercial director, Gareth Roberts, said: “Our members, ticket buyers and hospitality guests are at the heart of everything that we do and we are continually monitoring our customer experience scores and reviewing new opportunities that can enhance the Edgbaston experience.

“Through the initial trial, Snaptivity has played a part in taking our match day experience score for Birmingham Bears T20 matches to the highest levels yet. The firm has been a pleasure to work with throughout the initial trial period and we’re delighted to sign the extended deal.”

Amit Pate, co-founder and chief executive at Snaptivity, added: “Snaptivity captures the very essence of cricket; bringing together real-time fan emotions that cricket fans experience together. We believe that this will be a great asset to Edgbaston and the innovation will certainly put the fans under the spotlight.

“Edgbaston has a great tradition of staging some of the biggest cricket matches in the game and we’re thrilled to work with them on this innovation of enhancing match-day experience following the successful trials last season.”