Australia – Marketing platform XRii has revealed details on how various sports clubs are utilising a mix of digital experiences and experiential marketing in order to drive resulst for their respective clubs. This comes at a time where interactivity and engagement have been prevalent through the rise of virtual venues and concerts enabled by AR (augmented reality) and VR (virtual reality) technology.
First off, the baseball league Perth Heat tapped XRii to develop a customised app, which facilitated a AU$50,000 cash giveaway, enabling data collection and rewarding users with in-app incentives. The seamless integration of XRii’s AR technology with digital campaigns and in-venue experiences led to noticeable results.
Meanwhile, the popular sports organisation Federation Internationale de Football Association (FIFA) also tapped the agency for various digital experiences. In 2022, it released FIFA+, an AR app that offers viewers immersive content via mobile devices to bring the action to fans wherever they are, which is sure to bring interaction to the current FIFA Women’s World Cup Australia & New Zealand.
In addition, the Major League Baseball (MLB) also releasedits immersive ‘MLB All-StAR Scavenger Hunt’ last July, bringing the game to life like never before. The first-of-its-kind MLB scavenger hunt engaged fans, earning participation and gaining valuable customer information that could be further used to personalise experiences.
Lastly, the National Football League (NFL) introduced an app with augmented reality (AR) features. Fans can use their cameras to create and share images, incorporating virtual helmets and eye black, on social media platforms. Moreover, it also collaborated with popular sandbox game Roblox to develop a series of virtual experiences.
According to Matthew Endresz, CEO and founder of XRii, the impact of the digital revolution goes beyond enhancing the quality and accessibility of live events. It is also reshaping the business landscape of sports and entertainment, generating new and innovative business models.
“The integration of technology has opened up a plethora of revenue streams, allowing for monetisation opportunities that were previously untapped. To truly capitalise on this exciting time and this massive opportunity, sports clubs must evolve. They have to ensure sports remain captivating for the next generation of fans whilst keeping the current state of sports fandom strong,” he said.
