Competing With Artificial Intelligence Or Other Fans: Effects of Making Predictions About Game Outcome on Fans’ Perceived Curiosity and Evaluations of Game Consumption

This study focused on whether predicting the game outcome prior to watching the actual game results in more positive evaluations of game consumption from sports fans through heightened perceived curiosity and flow. This study employed a 4 (prediction type: no prediction vs. simple prediction vs. prediction and compete against AI vs. prediction and compete against other fans) × 2 (game outcome: winning vs. losing) between-subjects design. The results suggest that fans who make predictions about the outcome before watching highlight videos experience greater feelings of curiosity and flow, and more positive evaluations of game consumptions in comparison to those who do not make any predictions prior to watching the game. Our findings not only contribute to fan behavior and human-computer interaction literature by examining the role of prediction and curiosity but also offer meaningful practical implications for developing effective fan engagement interfaces by incorporating the elements of prediction and competition.