NFL: Los Angeles Rams launch an augmented reality experience in their stadium

The Los Angeles Rams (NFL) have partnered with the US digital marketing company Stagwell and its platform ARound to offer an augmented reality experience to fans attending the California franchise's 70,000-capacity SoFi Stadium (Inglewood, California, USA), announced both parties on 05/12/2022.

By pointing their smartphones at the field through the ARound app, National Football League fans visiting the stadium have had access to a multi-user augmented reality world, live visual effects, games, and the ability to participate in shared interactive experiences since the beginning of December 2022.

Fans will also be able to interact with live content as the teams take to the field and around the game' action. A mode of the app for people watching the game from home is also available: fans can take part in game day games and competitions through a life-size virtual stadium experience, which mirrors what is happening during the game at the SoFi Stadium.

The technology used to create this experience is based on 3D spatial computing, which locates content for each user throughout the venue…