Augmented reality (AR) experiences have been on the rise since 2020 as a new way to engage fans both in person and at home, particularly when it comes to sporting events. This past Super Bowl, for example, featured an innovative Halftime Show AR experience for at-home viewers to feel as though they were on the stage with the performers.
The LA Rams have now launched a new AR fan experience with fan engagement platform ARound. The experience debuted at a home game at SoFi Stadium (SoFi is also sponsoring the experience) earlier this month. ARound first launched its platform with the Minnesota Twins over the summer, and it now includes both in-venue broadcast integration and an at-home AR experience. The Rams experience represents its NFT debut.
Fans can access the experience through the ARound Stadium app and then pointing their phones at the field, which enables them to interact with fellow fans and with the physical venue in real time. For example, they can view fun effects on the Rams’ 70,000-sq. foot videoboard in AR.
Fans at home can also download the app to access a virtual stadium experience and view what’s happening at the stadium as well as join the AR-powered contests taking place.
"We are thrilled to team with ARound and SoFi to incorporate AR into gamedays at the Rams House in unprecedented ways," said Marissa Daly, VP & GM, Los Angeles Rams Studios. "This experience is a continuation of the game-changing ways we've partnered with SoFi at SoFi Stadium and across Los Angeles to elevate the fan experience on gamedays and beyond."
Josh Beatty, founder and CEO of ARound, also noted that wearables have the potential to further enhance and transform the fan experience in the future: "Fans come to the stadium to feel closer to the game, to the players, and to other fans. We developed ARound to enhance those feelings through highly immersive and interactive AR experiences that complement the action on the field. And with products like Apple and Google AR Glasses already in development we're excited to open up the living room to blended TV experiences we know are the future of broadcast entertainment."