Giving Live Sports Another Dimension

04 Sep 2019

Topics:

Smart Venues

“There’s long been this tension between the experience of live sports in a venue versus the comfort of watching on TV at home. And broadcasts have improved dramatically. So now stadium-goers are increasingly expecting their experience at the game to be as comfortable and engaging as their home viewing, and the advent of innovations like 5G, cashless payment systems, and mobile wayfinding solutions are really elevating the venue experience.”
—Angela Ruggiero

Jonathan Mariner (MBA 1978), Senior Advisor for Imagination Park
(photo courtesy of Jonathan Mariner)

One of the most enduring appeals of sports is the experience of being in the stadium when something momentous happens. But what about the rest of the time? “One of the challenges that every league and every team wrestles with is how to make the in-stadium experience as valuable, or more valuable, than that of someone sitting at home in front of the television,” says Mariner, senior advisor for Imagination Park, a company focused on augmented reality experiences. “You can’t expect to hold someone’s attention for three hours [when they’re] sitting in their seat.”

To that end, new ballparks and arenas have begun to include physical diversions such as pools, kid zones, and beer pavilions. But Mariner, former executive vice president and CFO of Major League Baseball, is focused on digital engagement: How can you bridge the divide between the organic feel of a live game with the instant pleasures of technology to create something unique?

That’s where augmented reality comes into the picture. Say you’re watching the Erie SeaWolves, one of the first minor league baseball teams to sign up for Imagination Park’s technology. (The company also has deals with the Erie BayHawks, a National Basketball Hall of Fame and minor league NBA team.) Using your phone, you can home in on a geographic beacon like the pitcher’s mound and watch video highlights or get up-to-the-second statistics. You can also participate in scavenger hunts—think Pokémon Go—and track down virtual badges to win prizes. The possibilities for advertising and marketing are endless. Point your phone at an ad and get a virtual coupon for 10 percent off at the concession stands; direct it toward a statue of some long-ago great and get a holographic history lesson.

It’s that unique, place-based interaction that fans can’t get by watching the game on TV, Mariner says. “It’s a three-dimensional experience.”

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Featured Alumni

Jon Mariner

MBA 1978, Section I