Extreme E has announced a new partnership with biometric media testing platform MindProber.
The deal will see the all-electric off-road series delve into biometric data in order to better understand how fans engage with its live coverage. Extreme E says the data will then be used to put fans at the centre of decision making as the series develops.
MindProber’s technology uses hand-held sensors to gather high-quality ‘galvanic skin response signals’ - which it describes as a neuroscientific measure of emotional engagement - from fans as they watch the races from home.
The resulting data is then used to deliver a ‘completely implicit’ understanding of how fans engage with Extreme E racing. The insights can then be used to optimise the sport, with the likes of camera angles, commentary, series rules and technical regulations all set to feature in the data, and potentially tweaked by race organisers.
“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,” said Ali Russell, CMO, Extreme E.
“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."
Joe Timson, Chief Revenue Officer, MindProber, added: “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.”