Immersive Experience, Avatars: NBA Continues To Take The High (Tech) Road
Saturday, February 18, 2023 at 11:32AM By Barry Janoff
Photo: CosmFebruary 18, 2023: In its on-going efforts to enhance its game experience with cutting-edge technology, the NBA has unveiled two platforms intended to bring people closer to — and even onto — the court.
The NBA has signed a multi-year deal with Cosm experiential media and immersive technology company to produce and present select games from NBA League Pass, the league's out-of-market live game-streaming service, in immersive 8K on large-scale LED-dome systems in venues being built by Cosm.
The NBA said it is the first pro sports league to partner with Cosm.
According to Cosm, “Courtside just got closer.”
Concurrently, NBA commissioner Adam Silver introduced during the NBA All-Star Tech Summit personalized options that would be part of the future live game streaming experience, including a feature for fans to scan their own avatar into a live NBA game via the NBA App to replace an NBA player.
Cosm said its CX System, “Shared Reality,” “seamlessly bridges the virtual and physical worlds. Cosm brings the world's best fan experiences to the screen and merges a stadium-like atmosphere — the energy of the crowd, elevated food and beverage options, specialized merchandise, and state-of-the-art visuals — to make guests feel like they are in an NBA arena.”
Cosm said it recently broke ground on its first venue, located in Los Angeles at Hollywood Park, adjacent to SoFi Stadium and Intuit Dome. Cosm said the 65,000-square-foot venue would be able to hold up to 1,700 people and is scheduled to open in 2024.
It also plans a second venue in Dallas at Grandscape, with “additional locations in key markets.”
In addition to sports, programming in the venues will include entertainment and music.
"Our team has created an entirely new experience, driven by industry-leading technology, to give fans a new way to watch the game,” Jeb Terry, Cosm president and CEO, said via the Los Angeles-based company.
“We have an incredible opportunity to work with a partner as innovative as the NBA, to combine our collective know-how, and to rewrite the playbook on how leagues, broadcasters, and brands can bring fans closer to the action than ever before.”
According to Terry, “The promise of Cosm is to give you the best seat in the house, no matter where that house is. It is the best of at-home and in-arena experience as one, and we're thrilled to deliver on that promise with the NBA."
Silver demonstrated the NBA App avatar program by taking a 360-degree body-scan of sports commentator Ahmad Rashad, then inserting Rashad into an actual Utah Jazz game, with his avatar replacing one of the Jazz players.
Photo: NBAIn addition to the avatar option, the future telecast will offer people more customized experiences, including a wider selection of alternate languages, high-profile influencer and celebrity commentary, the ability to transport the game to virtual locations, new animated graphics, integrated betting and enhanced camera angles.
The NBA unveiled its “reimagined global app” this past September.
A product of NBA Digital, the league’s joint venture with Turner Sports, the NBA App includes content from every NBA game, social-style vertical video, behind-the-scenes access to players and teams, new and existing shows and series, and access to the NBA vault.
The league’s direct-to-consumer subscription offerings — NBA League Pass and NBA TV — will be integrated into the NBA App, giving fans the ability to watch live games and highlights and check scores, statistics and standings, all in one place.
“Launching our new NBA App and digital platform is a major milestone as we continue to build and strengthen our direct-to-consumer offerings,” Chris Benyarko, NBA evp-direct-to-consumer, said at the time via the league.
“We are thrilled to deliver a reimagined product that will enhance and personalize the way NBA fans engage with the league on a daily basis.”
In January, describing it as a way to “provide more immersive and innovative ways to experience the NBA,” the NBA and Meta unveiled a multi-year multi-platform partnership extension.
Among the highlights will be a new virtual reality experience for visitors through Meta Horizon Worlds via Meta Quest, the official VR headset of the NBA and WNBA.
“Our extended partnership with Meta will provide more immersive and innovative ways to experience the NBA," Jennifer Chun, NBA evp and head of content partnerships, said via the league.
NBA Goes To The Meta-Versa And Beyond
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