ARound and Immersal Team Up to Revolutionize Augmented Reality in Sports and Live Entertainment
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Insights
The collaboration between ARound and Immersal represents a significant advancement in the augmented reality (AR) market, particularly within the live entertainment and sports industry. The integration of shared AR experiences in stadiums is poised to enhance fan engagement, which is a critical factor in driving both attendance and viewership. By leveraging WebAR technology, this partnership enables fans to engage with events in real-time without the need for additional applications, streamlining the user experience.
From a market research perspective, this initiative could catalyze a broader adoption of AR technologies across various sectors. The sports industry often serves as a bellwether for technological adoption due to its global reach and the passionate nature of its fan base. As such, successful implementation in this domain could lead to increased demand for AR solutions in other entertainment forms, as well as in sectors like retail and tourism, where immersive experiences can significantly impact consumer behavior.
Moreover, the ability for brands and sponsors to connect with audiences through these AR experiences presents new opportunities for targeted advertising and sponsorship activations. As the market for in-stadium and event sponsorship is highly competitive, innovations that offer enhanced engagement metrics could command premium pricing, thereby increasing revenue potential for AR technology providers and event organizers alike.
The technological synergy between ARound's shared AR platform and Immersal's visual positioning system (VPS) marks a leap forward in spatial computing. VPS technology, which allows for centimeter-accurate AR experiences, is particularly crucial in large-scale, dynamic environments such as stadiums. The precision of Immersal's VPS can elevate the quality of AR experiences, making them more realistic and immersive for users.
It's important to note that the shift towards WebAR, as opposed to app-based AR, is indicative of a broader trend in the technology sector towards platform agnosticism and ease of access. Eliminating the need to download standalone apps can significantly reduce the barrier to entry for users, potentially increasing the adoption rate of AR technologies. The scalability of this solution is also noteworthy, as it suggests that these experiences can be deployed across various venues and events without substantial modifications.
For stakeholders, the key takeaway is the potential for this technology to create new user engagement metrics that were previously unattainable. These metrics can be leveraged to refine marketing strategies, improve user experience and drive innovation in content delivery. The partnership's focus on creating a turn-key solution indicates a strategic move to simplify the integration process for venue operators, which could accelerate market penetration and adoption rates.
The strategic partnership between ARound and Immersal has the potential to impact the financial landscape of the live entertainment industry. By creating a more engaging and interactive fan experience, there is a direct opportunity to increase revenue streams through enhanced sponsorship and advertising. The immersive nature of AR experiences can command higher sponsorship rates due to increased audience engagement and the novelty of the technology.
Additionally, the scalability of the WebAR solution implies a lower cost of entry for venues and teams, which could result in a quicker return on investment (ROI) and a wider margin for profit. The announcement of the inaugural collaboration with a major sports league next month is likely to generate significant interest from investors and stakeholders within the industry, as it will serve as a proof of concept for the viability and profitability of the technology.
However, it is crucial to monitor the user adoption rate and the actual impact on revenue generation. While the partnership's technology is promising, the long-term financial success will depend on consistent user engagement and the ability to monetize these interactions effectively. Stakeholders should also consider the potential costs associated with maintaining and updating the technology, as well as training venue staff to manage these new systems.
AR Leaders Collaborate to Develop Next-Level Shared Experiences in WebAR for Venues Worldwide
This partnership combines ARound's connected, shared AR technology that has transformed live fan experiences for professional sports teams across three professional leagues – MLB, NBA, NFL – including the Minnesota Twins, Los Angeles Rams, Kansas City Royals, and the Cleveland Cavaliers, with Immersal's visual positioning system (VPS) that creates centimeter-accurate, large-scale indoor and outdoor AR experiences.
"This partnership is a game-changer in the world of sports and live entertainment as we collaborate to make stadium AR experiences more accessible and ubiquitous to all fans and types of events," said Josh Beatty, founder and CEO, ARound. "By integrating our fan engagement platform with Immersal's robust localization technology, we can seamlessly create dynamic digital experiences that put fans at the center of the action while scaling to new audiences around the world."
The integration of ARound and Immersal technologies yields greater access and broader use cases of AR experiences through WebAR, enhancing the overall quality and ease of integration for in-stadium entertainment. Fans can interact with live events in real-time, participating in AR games, accessing real-time game content, and enjoying shared experiences with fellow attendees, all from their smartphones without the need for a standalone app. Brands and sponsors will also now be able to connect with audiences in innovative, meaningful ways, enhancing their marketing mix and creating new avenues for engagement.
"We're committed to innovating and enhancing AR experiences at live events and our technology, combined with ARound's exciting platform, will set a new benchmark in how fans interact with live sports and entertainment, offering them an engaging and memorable experience like never before," Matias Koski, CEO, Immersal.
This groundbreaking partnership heralds a new era in fan engagement, offering sports teams, venues, and brands an unparalleled platform to connect with audiences. Combining ARound's interactive fan experiences with Immersal's precision technology, the stage is now set for a revolution in live entertainment.
About ARound
ARound is a first-of-its-kind stadium-level shared augmented reality platform and is part of the Stagwell Marketing Cloud, a proprietary suite of SaaS solutions built for the modern marketer. ARound keeps audiences engaged by capturing their attention through immersive, interactive and shared experiences with fellow fans across the venue. Where other AR products offer isolating, singular experiences, ARound's massive multi-user AR – which uses 3D spatial computing to localize content – redefines what it means to be part of a connected fan experience. It was the winner of Stagwell's annual innovation competition which invests in new product ideas proposed by the network's 13,000+ employees. ARound and the Stagwell Marketing Cloud are a part of Stagwell (NASDAQ: STGW), the challenger network built to transform marketing.
About Immersal
Immersal, part of Hexagon, is building world-leading spatial mapping and visual positioning tools — the foundation of the metaverse. Founded in 2015, Immersal's team is based in
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pr@stagwellglobal.com
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SOURCE Stagwell Inc.
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