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SoFi Stadium debuts AR experience with LA Rams

The Los Angeles Rams team of the NFL and SoFi Stadium recently unveiled an augmented reality (AR) experience with Stagwell under the ongoing efforts of the team to entice supporters back and continue to keep them engaged during games.

The application is designed to be utilised whilst watching a football game there to amuse spectators, particularly the younger ones. Stagwell is now extending it to an interior AR experience for viewers at home as well. Live augmented reality effects, interactive material timed to touchdowns, player animations, and other game-related incentives and competitions are all included in the NFL game.

Josh Beatty, founder, and CEO of ARound, Stagwell’s unit that is developing AR experiences for clients described football as a choreographed production. It is something that takes place continuously. Beatty did not want to be a disruption, so the very first thing they wanted to do was figure out how the new offering could be a component of the experience already being provided. He said that the ambition was to act as an addition to the game day in order to build engagement with the production.

ARound, which collaborated with the Minnesota Twins to introduce the augmented reality framework a few months back at Target Field in Minneapolis, is the company that is leading this effort. The objective, similar to that of the Rams, is to provide supporters with the opportunity to engage with each other in a live setting by means of activities and other forms of immersive media.

ARound discovered that the findings with the Twins were intriguing, particularly taking into account the fact that baseball games often include a considerable period of downtime. According to Beatty, in this specific example, the application was quite effective in winning over younger followers. He added that the median quantity of time spent interacting with the application by each fan was more than 25 minutes, despite the fact that there are only around 18 minutes of effective change in a baseball game.

According to Beatty’s account to Digiday, as soon as we joined the Twins, we had the dawning realization that one of the most difficult issues to address in athletics is how to attract the attention of younger fans, in particular. They have to compete with every other type of entertainment because there is so much downtime and so many distractions in baseball. Therefore, when it came to the Twins, we concentrated a lot of our efforts on catering to a younger audience.

During this time when customers are experimenting with gameplay, interactive games, and other metaverse developments, Stagwell is one of the numerous firms that is producing AR and VR material. The concept of augmented reality has been around for quite some time. Some people believe that integrated game advertising might especially appeal to younger people, as is the case with video game networks such as esports.

ARound intends to someday expand beyond the realm of sporting events and into other live events, such as music concerts, whilst also connecting it with other activities that can be had at home. Beatty maintains that this sort of technology is applicable to any location where people assemble with the intention of enriching the living environment. He said that material of this kind is ideal for the realm of entertainment provided by short-form video.

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