The Minnesota Twins launched the first joint augmented reality set of games for use at Target … [+] Field.
It mostly flew under the radar on Monday when the Minnesota Twins announced they were launching ARAR
ound — which is believed to be the first shared augmented reality application for live sports — for use at Target Field. At first, the pilot program could open the door to either additional traditional sponsorship deals, or open avenues for new sponsors. If the application gains traction, it could create a land rush for not only the other 29 clubs in Major League Baseball, but across the sports property landscape.
ARound is part of Stagwell, a publicly traded high-tech company that will allow fans to aim their phones at Target Field during breaks in the action, and play games with others at the stadium. Aimed mostly at a younger audience, the concept is not too dissimilar to augmented reality games you may have seen at the cinema before the previews as part of Noovie. The difference here is that it is not just one user, but many in Target Field. Apps that will be available include the likes of BatterUp, Blockbuster, which the Twins and the developers showed me as users throwing digital items at towers and knocking them down, and a game called Fishing Frenzy. Josh Beatty, the founder and CEO of ARound as well as Chris Iles, the Gemini’s senior director of brand experience & Innovation spoke to me about the launch, which has been in the works for a little over a year.
“What I think Josh has built has some real power and some real legs because it’s able to be aware of everyone around you who’s using the app at the same time, creating a shared experience and creating some context around an event that frankly has never been done before.” ,” said Ilse. So that excited me and the Twins like it had never been done before.”
Beatty informed that no user data is collected. No one goes through a sign-up process to use the app. And that the infrastructure is big enough to support tens of thousands of users.
Who thinks? Besides entertaining kids with games and keeping them in their seats, what other value does the app have from a business perspective?
First, the idea that other types of use cases could be created within the platform. Both Iles and Beatty mentioned that it’s possible to create an experience where player stats could hover over a player in real time or otherwise engage the dedicated baseball fan.
But what seems most interesting from a business point of view is that while the initial launch is skinned as just playing for a younger demo, it is fully capable of having the games skinned in a way that monetizes it.
Ilse and the Gemini see the platform as a way to create closer connections to the people and places. “One thing we’ve noticed is that you have to have a large audience for that to happen,” Iles said, adding that the Twins were receptive from the first conversation, understanding that this is a technology that has a place as a value-add. . to the pilot experience.
“To the teams, the fans and the sponsors,” it adds to sports entertainment.
It is here that Gemini may hit on something that is more than just adding to the game experience, but opening new paths to the bottom line: sponsors.
The initial pitch is not skinned with any sponsors, but Beatty said the design of the programs for the Twins takes that into account.
“I would say [the platform] is tailor-made for sponsorship,” Iles said. “We’re launching this sponsorship agnostic because we want to do a pure test of the technology to see how fans interact with it. I’ve always thought that before you can add the sponsorship component, you have to show it as it is and let potential sponsors see it same. So, we have to prove this thing. But we feel it will work well for our sponsors.”
It is likely that a common AR application at the stadium will not reap huge profits in the sponsorship space initially. But it mostly depends on other applications that are developed in the future. It either becomes an additional way to activate sponsorship in a larger deal for a client, or brings in new sponsors. Either way, the Twins are tapping into an untapped revenue stream.
For Stagwell, the technology is not limited only at the stadium. After all, games can be watched via traditional TV and streaming.
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“Not only are we looking to improve the in-stadium experience, but with our technology, we can actually bridge this to the home viewer as well,” said Stagwell’s Sarah Arvizo. “We can bring all the things that happen with the AR platform in the stadium to their coffee table. And while they’re watching a game, they can have that energy and excitement that’s in the stadium, but take that with them wherever they go. “
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