Having established itself as China's leading digital platform for European and domestic soccer action, PP Sports is upping its game as it aims to deliver more in-depth, interactive and engaging coverage for fans.

A subsidiary of retail giant Suning, PP's impressive broadcast-rights portfolio already includes La Liga, the Bundesliga, English Premier League and the Chinese Super League.

The next step for the company is bringing production values, analysis and viewer experience up to world-leading European levels and beyond.

"Securing the rights is just the first step," said PP Sports executive vice-president Zeng Gang at the company's new state-of-the-art broadcast center in suburban Beijing.

"What's more important is how we can improve our coverage using the best technology and how we can get closer to the fans and spread soccer culture in China."

PP Sports' new broadcast hub, opened in July, boasts 14 studios supported by some of the world's most advanced technology.

"It's not enough to just simply broadcast a match online. We must learn from Europe's top broadcasters and catch up with them in terms of program production and studio setup etc," added Zeng.

"Our center features some of the best available technology such as the ATEM Television Studio Pro 4K (an Ultra HD live production unit), the robot system and the virtualization-technology studio. We intend to make full use of them and attract more fans to enjoy the best matches on PP Sports."

Adding substance to its tech-generated style is an increased focus on expert commentary and analysis, with many ex-pro players and coaches hired to describe the action.

"The young generation like to interact with our commentators or star guests, while hardcore fans also look forward to watching our analysts dissect a team's tactics," said Zeng.

The company is also on the lookout for new talent, producing an online show in which would-be commentators can show their ability.

"Fans have different demands. Some know soccer better than others," explained Zeng. "So we are trying to find different commentators and invite different experts to work together and serve the different demands of our viewers."

PP Sports vice-president and chief editor Ao Ming stressed the importance of keeping up to date with the new breed of soccer fan.

"We are seeing more and more young fans, so we want to keep them engaged with the most interesting content and most professional service," he said.

"We also have a lot of people who have yet to experience the feeling of watching a soccer match. If we just broadcast a match and add some dull and boring comments and information, I don't think they will tune in.

"So we've got some interesting ideas on how to attract these people."

PP Sports is also expanding its commercial partnerships, this summer teaming up with video site Youku to collaborate on content, membership management and other services.

Meanwhile, Suning has linked up with Migu, an entertainment subsidiary of phone giant China Mobile, to work on sports broadcasts, content production, smart hardware and 5G technology.