The 2023 FIFA Women’s World Cup, hosted in Australia and New Zealand, has commenced with victories for the host nations. This edition of the tournament features 32 teams, mirroring the format of the men’s competition. Spanning five time zones and nine cities, a total of 64 matches will be played, culminating in the final in Sydney on August 20. England’s campaign begins on Saturday with a match against Haiti in Brisbane. As the tournament unfolds, several innovative technologies and experiences are enhancing both the player and fan experience.
One notable innovation is the introduction of AI-powered limb-tracking, which aids in decision-making for the referees. The system comprises a team of highly-trained officials who review the game through various camera angles and replay speeds. These officials, stationed away from the pitch, communicate with the on-field referee via a two-way radio, intervening only in the case of clear errors or serious missed incidents. The VAR team can provide advice to the referee and even suggest overturning or changing a decision. The referee, however, retains the final authority and may choose to consult a pitch-side monitor for further review. This controversial video assistant refereeing (VAR) system has been implemented throughout the 2023 Women’s World Cup, eliciting mixed responses from fans.
In addition to VAR, there have been significant updates in how the VAR decisions are relayed to the spectators. Taking inspiration from the NFL, the referee now verbally explains the VAR decisions to the crowd, a first in international football tournaments. When a decision is based on VAR insights, such as reversing a red card or awarding a penalty, the referee uses a microphone and speaks to the crowd, providing clarity on the situation. This new system aims to improve understanding and eliminate confusion, as previous on-screen information on stadium screens was often brief and inadequate. The decision to trial live VAR decisions stems from a desire to enhance transparency and make the intervention more comprehensible for all viewers.
Another noteworthy technology is the semi-automated offside system, which utilizes AI to help referees make accurate offside decisions without causing lengthy delays. This technology tracks players’ limbs and analyzes up to 29 data points on each player’s body 50 times per second using 12 installed cameras across all ten stadiums. By precisely determining when a pass occurs and the position of attacking players in relation to defenders, the system can determine offside positions within half a second. Alerts are then sent to the VAR operator, who validates the information and communicates it to the referee.
The Women’s World Cup also introduces the use of a connected match ball, named OCEAUNZ. Equipped with a sensor in its center, this smart ball technology provides unprecedented insight into the ball’s movement. The sensor sends data to a video operation room at a rate of 500 times per second, allowing precise tracking of the ball’s location when kicked. This connected ball works alongside the semi-automated offside technology to ensure accurate judgment of both player and ball positions during crucial moments. Additionally, the ball features a polyurethane skin with micro and macro textures, as well as a design inspired by the unique landscapes of Australia and New Zealand.
To engage fans further, an official online game called Own the Zone has been developed for this World Cup. Before each match, fans can predict various actions on the pitch and earn points for correct predictions. These points contribute to a global leaderboard, and fans also have the opportunity to win unique World Cup-themed digital collectibles known as non-fungible tokens (NFTs). Created by OTZ Sports, a Web3 company, this game combines blockchain technology, digital ownership, and rewards to enhance fan participation and enjoyment.
Lastly, CGI advertising has caught the attention of many fans in the lead-up to the tournament. An impressive ad by Orange, an official partner of the French women’s team, has astounded thousands of viewers. These innovative advertisements add an extra level of excitement and anticipation for the Women’s World Cup.
With these groundbreaking technologies and experiences, the 2023 FIFA Women’s World Cup is elevating the tournament to new heights, enhancing the game for players and fans alike.
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