Introduction to Augmented Reality in Sports
The Los Angeles Rams have partnered with marketing company Stagwell to launch a live augmented reality (AR) experience, sponsored by digital finance company SoFi. This experience was unveiled during a game against the Seattle Seahawks on December 4. Fans can download Stagwell’s ARound Stadium app to affix shared AR experiences at SoFi Stadium, interacting with fellow fans and the physical venue through 3D experiences and mini-games.
How the AR Experience Works
The ARound Stadium app allows fans to point their phones at the sector to take part in various immersive experiences, including 3D callouts of Rams players. Fans may also see effects like Rampede and Make Noise appear on the Rams’ Infinity Screen video board, with AR experiences timed to events like a touchdown. Those watching the sport from home may also participate, viewing what in-person attendees can see.
The Significance of AR in Sports
As consumers seek for connection and authentic experiences, immersive experiences like augmented reality have seen a lift in significance. Stagwell’s latest tie-up with the Rams to bring its ARound AR technology to SoFi Stadium could help sports fans feel a stronger sense of unity, especially as COVID restrictions have modified the best way some view sporting events. The ARound Stadium app is a branch of Stagwell Marketing Cloud’s ARound AR platform and represents a deeper investment by the marketing company in its AR technology.
The Future of AR in Sports and Beyond
The ARound Stadium app just isn’t the one example of AR getting used in sports. Stagwell is seeking to get a bigger share of blended TV experiences, which ARound CEO and founder Josh Beatty described because the "way forward for broadcast entertainment." Other firms, similar to Snap and Google, are also upping their bets on AR. Snap has named AR as one in all its top priorities for the fourth quarter, with Snapchat seeing over six billion AR lens plays per day. Google can be showing strong interest, having added AR search features ahead of the vacation season.
Conclusion
The use of augmented reality in sports is becoming increasingly popular, with firms like Stagwell, Snap, and Google investing heavily within the technology. The partnership between the Los Angeles Rams and Stagwell is a major example of how AR may be used to reinforce the fan experience and create a way of unity amongst sports fans. As the technology continues to evolve, we are able to expect to see much more modern uses of AR in sports and beyond.
