Leveraging eye tracking to connect fans with SAMURAIBLUE (Japan National Football team)

Japan Football Association (JFA) has an ultimate dream to win the FIFA World Cup by 2050. However, achieving this goal requires not only strengthening it’s players but also growing a passionate fan base. To engage new and existing fans, JFA proudly opened "blue-ing!", a creative hub to further establish football culture in Tokyo Dome City. Part of it’s interactive experience is an eye tracking technology that bridges the gap between fans and the SAMUARAI BLUE(Japan national football team).

Challenge

Historically, fan interest in football in Japan surges every four years during FIFA World Cup tournaments, but slowly declines afterwards. Since the Japan national team plays approximately 10 matches a year, it is a challenge to cultivate consistent support and interest. To build a sustainable fan base and achieve it’s dream of increasing the football family to 10 million people including players, coaches, referees and fans, JFA needed a unique, engaging experience that would help connect with fans.

Solution

JFA partnered with a research team from the University of Tsukuba to integrate
Tobii eye tracking technology into the “Discovery” area of "blue-ing!". Visitors could then watch the same match footage as the Japanese national team players while their gaze patterns were measured and analyzed in real-time.

Visitors to "blue-ing!" view match footage on monitors equipped with
Tobii eye trackers. As they watch, AI-driven analysis compares their gaze patterns with those of the Japanese national team players. Results are displayed instantly, assigning visitors a skill level: SAMURAI BLUE, Professional, Amateur, or Football Fan.

Results

The interactive eye tracking content quickly became one of the most popular features at "blue-ing!". Visitors found the experience of understanding their gaze patterns when watching a match both engaging and fun. Many people involved in football also visit “blue-ing!” from overseas, as eye tracking begins to grow in popularity.

Conclusion

Through the innovative use of eye tracking technology, JFA has a new way to engage fans, creating a connection between the SAMURAI BLUE and it’s growing fanbase. The success of "blue-ing!" demonstrates how eye tracking can enhance sports culture and foster a deeper brand loyalty.