Built to Engage:
The Player as Data-Driven UX

From sports stats and personalised ads to cast information, shoppable content and bonus material—the video player is no longer a simple playback tool. It is a data-driven interface that plays a central role in how content is consumed, monetised and extended. As user expectations evolve and platforms compete for engagement, the player becomes a key product in its own right. In this session, experts from ZDF, Qvest Engage and immersive video platform VUZ discuss the new generation of interactive players and explore how data is driving innovation in interface design, real-time engagement, and immersive content experiences across live and on-demand formats.