Virtual reality and augmented reality adoption use in sports has officially reached its peak in 2016.
Last month, the Brisbane Heat of the Big Bash League, a Twenty20 Australian cricket league, became the first sports club in Australia to create a virtual reality/augmented reality free mobile app.
Heat VR, as the team dubbed its new fan engagement integration, will allow fans to have an immersive 360-degree viewing experience of the team’s locker room and field, both via their smartphone on iOS/Android or with a Heat branded Google Cardboard headset. Heat players Chris Lynn and Ben Cutting will help navigate fans through the new experience.
“The main objective we wanted to achieve in the development of Heat VR was being able to take the experience of playing for the Brisbane Heat or attending one of our games to anyone in Australia and the world,” Pete Lock, Digital Media Manager at Brisbane Heat, said. “… We believe our immersive and innovative technology and content will allow us to continue to grow our fan base, in turn acting as a powerful marketing and commercial tool for the club.
“We view ourselves as a year-round entertainment brand, and Heat VR will give us the opportunity to engage with fans for 12 months of the year, rather than the six weeks that our season runs for over summer.”
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The team — which created all of the 360-degree content in-house and partnered with two local agencies (CXA and Line 26) in the development of the app — will further introduce its new virtual tool to fans at specific Brisbane shopping malls and and centers prior to the team kicking off the new season in late December.
“We see the launch of Heat VR as the first phase in a long journey for our club in utilizing augmented reality, virtual reality and immersive technology to engage and connect with our fans,” Lock said. “Once the BBL season wraps in late January, we will begin discussing options to add extra functionality to the app and our VR experience.”