LA Rams and ARound unveil platform for AR integration
The Los Angeles Rams, together with Princess Cruises and Uber Eats, have teamed up with ARound, a cutting-edge shared augmented reality (AR) platform from Stagwell, to reinvent AR in live sports broadcasts and in-stadium experiences. A major change in sports entertainment occurred when the partnership debuted for the Rams’ home opener at SoFi Stadium.
Live game action and captivating AR material may be effortlessly presented on the Infinity Screen thanks to ARound’s sophisticated camera integration technology. Fans may customise their augmented reality interactions with ARound’s mobile browser-based platform, ushering in a new era of sports where spectators can remain completely engrossed throughout the match.
Josh Beatty, the creator and CEO of ARound, emphasised how this integration improves live sports broadcasts nationwide. In order to increase fan interaction to previously unheard-of levels, ARound provides a synchronised augmented reality experience that allows fans to interact with the Infinity Screen or their cellphones.
For the first time in the NFL, this creative AR integration allows companies like Uber Eats and Princess Cruises to provide real-time augmented reality experiences within the game. Kathryn Kai-ling Frederick, the Chief Marketing Officer for the Rams, described how ARound helps the team create new gameday standards and provide engaging fan experiences. According to her, this collaboration is a representation of the future of sports entertainment as it combines augmented reality (AR) with live broadcasts to create a multi-layered, immersive experience that improves the game for both fans and companies in the stadium.
With its “Touchdown Treasure” augmented reality activation, Princess Cruises, a significant participant in this endeavour, offers an interesting twist. Inspired by Princess Cruises’ Love Boat trips, this feature takes fans to stunning places like Alaska and Mexico, where Rams players may be seen racing while supporters support them. Jim Berra, Princess Cruises’ Chief Marketing Officer, claims that ARound’s platform embodies the company’s goal of introducing innovation and adventure into the fan experience while providing a taste of Princess’s renowned voyages.
Additionally, spectators may access special offers including in-game food and beverage specials through Uber Eats’ augmented reality activation, which can be instantly redeemed at stadium concessions. Kim Guluk, Senior Manager of Global Brand Partnership Marketing at Uber, emphasised how ARound’s platform enables them to build a seamless experience from engagement to redemption and engage fans throughout crucial game moments.
The Rams and its partners are raising the bar for fan interaction using ARound’s innovative technology, demonstrating how AR can improve gameday experiences and live sports.
