As technology advances, viewing habits have changed. As of 2024, most viewers prefer streaming options over traditional broadcast TV. Content consumption patterns are transforming, as are viewers’ expectations of the content — they want to receive more engaging, concise, and interactive content in less time. Short, impactful videos that deliver messages quickly are the top choice for viewers.
Over-the-top (OTT) delivery systems like Apple TV meet today’s viewer demands by offering vast content that varies in format, genre, etc. These platforms provide higher cost-per-thousand (CPM) rates for advertisers seeking to engage audiences effectively.
Streaming platforms are gaining prominence, representing a solid share of overall broadcasting. Content creator influence grows as 40% of consumers consider user-generated content before purchasing any product. Creators are now at the center of the entertainment ecosystem, transforming brand engagement. Brands have huge opportunities, especially in the gaming sector. Game-related shows can attract both gamers and non-gamers, broadening brand engagement. Visual identity must become compelling, immersive, and create a positive brand awareness.
As we navigate this new era, there is an urgent need for digital-first workflows. Content creators and distributors must adapt to these changes by embracing innovative approaches to production and delivery. Dima Drapikovsky, head of graphics at WePlay Studios, will share his opinion on the upcoming trends of broadcast graphics.
Mixed Reality
Mixed Reality (AR/VR/XR) technology transforms production by delivering impressive visuals in smaller sets, challenging the idea that only large studios can achieve such results. The flexibility of MR enables content creators to switch between different productions and narratives easily, streamlining the workflow. Additionally, it is a more cost-effective method than traditional green screens, allowing content creators to make the most of their budgets.
The technology opens up opportunities for more immersive storytelling. Major sports and news programs now utilize real-time AR sets, which has become a new broadcasting standard. Tools like Pixotope and Vizrt make these technologies more accessible and help to create interactive elements such as set design and live statistics.
“International broadcasters employ AR for explainer segments, enabling hosts to interact within 3D environments. U.S. sports networks highlight vital moments and statistics using AR, even integrating 3D graphics onto the field during major events like the Super Bowl. In esports, entirely virtual sets are on the rise, featuring real-time interactions with game characters”, shares Dima.
Motion Design
With the growing demand for short and concise video content, the importance of dynamic motion design is increasing across various industries.
In esports, motion design enhances the viewer experience by aligning with a game’s identity and overall pace. This approach resonates particularly well with younger audiences, as it responds in real time to in-game events.
“In the United States, sports graphics employ engaging animations to highlight essential moments during live events, such as scores, player stats, and key plays, to keep the audience engaged and informed.
Commercials in Europe and the United States increasingly incorporate animated elements, transforming brand communication. With motion design, brands present their products more engagingly.
Furthermore, advanced technologies such as Unreal Engine and Notch facilitate the creation of immersive visual experiences. This highlights the critical role of dynamic motion design in captivating audiences and raising broadcast standards within a competitive media landscape”, comments Dima Drapikovsky.
Storytelling
While the format of the content is essential, the idea itself is the cornerstone of the entire production. Storytelling is at the forefront of modern sports graphics, using dynamic motion graphics and animations to illustrate the journeys of players and teams.
The emphasis on narrative-driven visuals enhances viewer engagement and fosters deeper emotional connection by showcasing character arcs and relatable experiences.
This focus on storytelling not only captivates audiences but also deepens their investment in the narratives presented, making it an essential element of effective sports and brand graphics.
Experience Personalization
When fighting for viewers, it is essential to create a large amount of content and find the audience to which this content will be relevant.
“Broadcast networks are developing complex multi-level algorithms that tailor offers based on the specific preferences of the viewer. With AI technologies, this process will become even more precise, allowing broadcasters to deliver content recommendations and targeted advertisements, ensuring broad reach”, says Dima.
Data Visualization
Operating data in broadcasting is increasingly vital for compelling storytelling and analysis. By leveraging Big Data to drive graphics, broadcasters can create compelling narratives that respond in real-time.
“In U.S. sports, innovative infographics—such as player statistics and game analytics—are presented in visually appealing and easy-to-understand formats. Consequently, the trend towards minimalism continues to grow in the world of sports broadcasting, offering clean visual information without clutter. Another trend is the use of attention-grabbing fonts, such as bold typography, to highlight important information.
In live sports broadcasting, AI provides real-time statistics, transforming the fan experience through immersive data. Additionally, incorporating immersive 3D graphics enhances viewing experiences, reflecting a broader trend across gaming, virtual events, and web design”, comments Dima.
Brand-Driven Design
Branded design creates visual experiences that deepen viewer loyalty and engagement across various media platforms. In sports, branded-driven graphics enhance team and league identities. In U.S. sports, graphics feature individual animations for each team logo and style that reinforce brand recognition during the season.
Esports graphics align with game-specific aesthetics, emphasizing character and game visuals to strengthen brand identity. Attention to detail helps elevate the recognition of esports players to the level of traditional sports stars and fosters deeper connections with fans.
Cinematics
The use of сinematics characterized by dramatic lighting, rich textures, and dynamic camera angles is becoming increasingly popular. For example, in esports, cinematic sequences for intros often draw inspiration from game characters and storylines. Other trends, such as brutalism and retro pixel art, are also used to emphasize this connection to games, evoking nostalgia for classic titles.
Sports graphics are similarly adopting this cinematic aesthetic, employing sophisticated color grading and visual techniques to craft a compelling narrative.
Visuals
The evolving landscape of sports and esports graphics is marked by several emerging design trends. 3D realism has become a standout, enhancing team profiles and tournament intros with immersive depth, particularly in basketball and American football.
Alongside this, Minimalist design is gaining traction, focusing on clean, clear visuals that prioritize key information without visual clutter, improving engagement. Vibrant color palettes, featuring bold hues and dynamic gradients, inject energy and excitement into broadcasts, reflecting team identities and amplifying visual impact. Bold typography is also prevalent, using strong, attention-grabbing fonts to convey energy and highlight critical information.
Other trends, like Brutalism and Retro pixel art, add distinct visual flair, offering unconventional aesthetics and evoking nostalgia for classic games, enriching both esports and traditional sports media.
“As emerging trends continue to shape the industry, production studios increasingly invest in new tools and technologies, refining skills in platforms like Unreal Engine and data visualization. Staying ahead of these trends is essential for enhancing broadcast experiences and maintaining a competitive edge.
Studios can elevate audience engagement by participating in industry events and adopting immersive technologies. Collaboration across departments — design, data analytics, and production — leads to more innovative, cohesive graphics”, finalizes Dima Drapikovsky.
Focusing on user engagement through interactive content and data-driven design helps improve viewer retention, while innovative sponsorships, like augmented graphics in NFL playoffs, boost brand visibility and create lasting fan experiences.
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