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Page 1 Transcript GFX: REINVENTING THE FAN EXPERIENCE ROB PICKERING: We're pretty lucky that the AFL are one of the few leagues globally that own a stadium. We're the first stadium outside of the Northern Hemisphere, so the first stadium in the South Hemisphere to be operating a just walk out facility. Now we're not just doing that to make more money. That's not really the purpose of doing it although I'm sure that we will. GFX: ROB PICKERING CHIEF TECHNOLOGY & DATA OFFICER, AFL ROB PICKERING: What we're doing it for is so that if you're a fan at a game you can get from your seat to the concession get what you need and back to your seat in a goal break. And for the AFL that's 45 seconds and that's my goal that you can do that. And that changes a fan experience. That means it's more likely for you to go and get that hot dog that you want at half-time or that beer that you want at three-quarter time and not miss any of the action. And that to me is a real tangible example of how we progress the game. Being able to smooth that out so we haven't got this massive rush of people at quarter time, half time, three-quarter time, to get what they need and actually have that at any given goal break because they can go there, come back in that break. That for us really unlocks some pretty cool fan experience stuff where fans really can feel like it's equivalent to sitting at home. It's a similar break to walking to your fridge, getting what you need and coming back again. We don't necessarily take inspiration from other sports. It's not my job to do the best possible customer experience in sport. That I think is a reasonably low bar to be honest. My goal is to be the best possible customer experience full stop. So I look at what the best retail organisations do, what the best financial services organisations do, what the best services organisations do around how they deliver their customer experiences, but always keeping the fan and the patron central to that. It's about taking the best things that companies do globally in technology and bringing that back to Marvel Stadium. And that's why we want Marvel Stadium to be the most technologically advanced stadium in the Southern Hemisphere. It's not for us. It's not to put that on some branding and say we're great because of it. It's to deliver a better fan experience, deliver the best fan experience that we possibly can. We know people come to games, we know people watch broadcasts, we know people use our Apps. They're the same customer. And so they've got the same wants, needs and desires. Now the delivery model might be different and you need to think about that from a delivery model perspective and some of the challenges in that when you've got a 65,000 seat stadium or a 65,000 person stadium is there's 65,000 different people wanting different things at the same time in the same place. And that is a challenge right. That's a big, it's a, it's a volume. It's a volume of velocity challenge, which is a bit different to digital where you can handle those sorts of spikes pretty easily. You're not so worried about whether there is enough room for people to get through that gate. That's something that we have to think about. As opposed to our website that's like we'll just scale to a million people it'll be fine, I don't need to do much about it, I'll throw some more scalable infrastructure at it. So I think about the physical and digital stuff in this way. Because a lot of your experiences start at digital and end at physical or start at physical and end at digital how do you make the hand offs seamless. The friction point for customers is usually where a physical experience becomes digital or a digital experience becomes physical. There's always this jarring moment for me, and it doesn't matter where you go and what organisation or industry you're working in, where something that should work perfectly digital does, and then you go to the physical part and it's like oh that doesn't work very well and you kind of feel it. When you take a user lens to the hand off parts you can really improve a customer's journey by thinking about those parts. We made the decision two and a bit years ago to move the AFL entirely to the Public Cloud. I think we're the only stadium that I'm aware of in the world that runs their stadium entirely on Public Cloud. For me the only real way that you should be running systems that require to run twenty-four- seven, that require no downtime or very little downtime, and that require the robustness, security and resiliency that comes with the Public Cloud. Transcript A conversation with leaders : How to put generative AI to work S E R I E S N I N E

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