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Stagwell Inc.
Los Angeles, US, 05 Dec. 2022, 14:44 CEST
Los Angeles Rams and ARound Introduce the Next Generation of Stadium Augmented Reality, Sponsored by SoFi

ARound Expands Stadium-Wide AR With Addition of In-Venue Broadcast Integration on SoFi Stadium's Infinity Screen, In-Home Fan Experience; SoFi Signs on as First ARound Brand Sponsor

On Sunday, fans at SoFi Stadium were the first to experience 'shared AR' in an NFL game with the Rams' launch of ARound. img#1
On Sunday, fans at SoFi Stadium were the first to experience 'shared AR' in an NFL game with the Rams' launch of ARound.

Los Angeles Rams and ARound Introduce the Next Generation of Stadium Augmented Reality, Sponsored by SoFi

The Los Angeles Rams are introducing a new fan-focused technology experience at the stadium and at home. Debuting at yesterday's game, fans at SoFi Stadium were the first to experience shared augmented reality (AR) in an NFL game with the launch of ARound, a next-generation fan engagement platform designed to enhance gameday fun with live, real-world AR experiences, sponsored by SoFi, digital personal finance company and SoFi Stadium naming rights partner. First launched in August with the Minnesota Twins, ARound expanded its platform to include in-venue broadcast integration as well as an at-home AR experience.

ARound, part of the Stagwell Marketing Cloud, uses 3D spatial computing to localize content to individual users throughout the venue, enabling SoFi Stadium's 70,000 attendees to see the same real-time 3D effects and participate in the same shared experiences. Using the ARound Stadium app, fans point their smartphone at the field to open up a universe of AR effects, interacting with the physical venue and fellow fans in real time. ARound and the Rams have taken shared AR several steps further through new fan experiences custom to the Rams and to the NFL:

  • Infinity Screen AR: Fans can view effects like "Rampede" and "Make Noise" come to life on the Rams' state-of-the-art 70,000-sq. foot videoboard, The Infinity Screen, with AR experiences incorporated into the gameday production in real time, such as when a touchdown is scored or when the team takes the field.
  • Players in 3D: Key player callouts including Aaron Donald, Bobby Wagner, Cooper Kupp, Jalen Ramsey, Matt Gay, and Matthew Stafford are featured through special effects, making their personalities larger than life.
  • The Best Seat in the House, At-Home AR Experience: Fans can join the gameday festivities and contests through a life-size virtual stadium experience from their homes, mirroring what's happening during the game at SoFi Stadium.
  • SoFi: Official ARound Sponsor: Opening the door to this new, connected marketing medium, digital personal finance company and SoFi Stadium naming rights partner SoFi has signed on as ARound's first platform partner with stadium-wide AR games, contests, effects, and a remote experience amplifying the energy and excitement of Rams gamedays and the SoFi brand.

"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."

"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," said Josh Beatty, founder and CEO, ARound. "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."

"At SoFi, we pride ourselves on being at the forefront of innovation to create seamless experiences for our members, all while fulfilling our mission of helping our members achieve financial independence," said Lauren Stafford Webb, CMO, SoFi. "We are proud to sponsor ARound's first-of-its-kind technology for Los Angeles Rams fans at the iconic SoFi Stadium to make their experience even more spectacular."