Olympic Games in transition: analogue beginnings to metaverse futures

This paper explores the Olympic Games as a reflection of technological and societal change, focusing on the evolution from the largely analogue innovations of Barcelona 1992 to the advanced digital technologies of Paris 2024. Barcelona 1992 introduced significant broadcasting and early digital tools, primarily enhancing infrastructure and event management without fundamentally changing the nature of leisure or audience engagement. In contrast, Paris 2024 represents a shift to a hyper-digital era, utilising artificial intelligence, augmented reality, and the metaverse to transform how audiences interact with the Games. Innovations like virtual attendance, interactive fan experiences, and personalised data-driven content illustrate the transition from passive viewing to immersive, participatory experiences. The study analyses how these technological advancements have redefined the Olympics, emphasising the move from a one-way spectacle to an interactive, blended physical-virtual event. It also addresses the broader implications for leisure, including the rise of datafication, gamification, and the merging of real and digital spaces. Additionally, the paper discusses ethical and cultural challenges, such as digital exclusion, accessibility, and the commercialisation of leisure. Ultimately, the Olympics are presented as a microcosm for understanding hyper-digitalised leisure’s future opportunities and risks in a connected world.