The X Games, after striking a streaming rights deal with Roku, is taking another leap into the digital future by partnering with Google on a new AI judging technology.
Ski and snowboard competitions at the “superpipe,” the competition’s signature, 20-foot-tall freestyle course feature, will have a computers evaluating their moves instead of humans as part of a pilot program. While AI and digital technology more broadly have upended the sports world, the introduction of the new setup is unusual for sports based on judges, points to intriguing future scenarios for sports like figure skating, diving or gymnastics.
Superpipe, according to the X Games website, is “judged on combinations, flow, difficulty, amplitude, and execution.” Those judgments will be rendered by a new experimental AI technology developed in collaboration with Google Cloud.
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The X Games (x for “extreme”) were founded by ESPN programmers in the mid-1990s as a way to bring sports like snowboarding, freestyle skiing, skateboarding and motocross to wider audiences. MSP Capital acquired the X Games in 2022.
The AI system will debut during this year’s X Games Aspen. The announcement of the new system said it aims to “explore the potential for enhancing objectivity in judged sports, increasing fan engagement, and providing athletes with additional insights into their performances.”
X Games AI uses Google Cloud’s tools, including Vertex AI and advanced large language models, to analyze video footage and capture data on metrics such as airtime, trick difficulty, and execution. The system is designed to provide deeper analysis of each run. The tech was developed with input from X Games judges, athletes, and analysts to ensure alignment with the competition’s needs.
“When we acquired X Games, our goal was to reimagine unique fan experiences and increase access to the world’s premiere athletes,” said Jeff Moorad, CEO of MSP Sports Capital. “The X Games partnership with Google is a great example of how we intend to use technology to enhance that experience.”
The Roku streaming rights deal was announced in December as part of a broader push into technology by MSP and the X Games.
“This is just the beginning,” said Jeremy Bloom, CEO of X Games. “AI is still in its early development when applied to action sports, but I’m blown away by what our model can already do. Aspen will allow us to test its capabilities and explore how it might enhance transparency, fairness, and engagement for fans and athletes alike.”
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