The Ultimate Gamechanger: Revolutionizing Football Fans' Experience with VR, AR, and the Metaverse

Picture this: You're sitting in the stands, engrossed in a passionate debate with your friends about the performance of your favorite player. Unable to reach a consensus, you pull out your phone and aim it at the field. With a simple tap on his head, all his game statistics instantly appear on your screen, updating in real time.

Believe it or not, this is already a reality in certain parts of the world, and it won't be long before it becomes the norm everywhere. This is just the beginning of a revolution, where virtual reality, augmented reality, and the metaverse will wield even greater influence in the coming years and decades.

Apple made waves in the media with their 'Vision Pro' headset, which combines all three elements mentioned. However, the potential of this emerging industry extends beyond simply resembling bulky swimming goggles. The future of how these elements develop within the realm of sports remains uncertain, but we have consulted with influential figures in the field of technology in football to gain insight into what spectating, whether in person or virtually, could entail by the year 2043.

Some fans have already experienced it. Fans of American football and baseball in the United States are already familiar with the extra perks they can enjoy on match days when they use their smartphones. They have the ability to virtually hurl items onto the field, while simultaneously observing others do the same. Additionally, they can keep themselves occupied during breaks by witnessing digital renditions of their beloved players dancing within their own stadium, creating an illusion of it happening right in their presence.

That may sound like child's play... And for the moment, it largely is. But these fans are growing older, and bringing this different way of 'consuming' sport along with them.

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Numerous studies have demonstrated a decline in attention spans, and like how short videos on TikTok, Instagram, and YouTube Shorts have captivated young individuals, the future generation of sports enthusiasts will probably not endure watching two 45-minute halves without any captivating elements. Football will not lag behind for long as the enticing financial benefits of embracing VR and AR will eventually outweigh the resistance, according to football finance expert Kieran Maguire told We.

"A significant portion of football's future will hinge on its ability to generate revenue in the next two decades," he commented. "Currently, this primarily stems from ticket sales, broadcasting rights, and commercial income. However, moving ahead, there are discussions regarding the emergence of the metaverse, virtual reality (VR), and augmented reality (AR) to facilitate the experience of a match day within the comfort of people's homes."

Stats, games and... sponsors: How things change at the stadium

Barcelona has recognized the immense significance of incorporating technology advancements into their ongoing renovation of Nou Camp. Highlighting its importance, Alex Barbany, the Head of business development, said that the redevelopment will serve as a catalyst for the club's future endeavors over the next several decades. Barcelona aims to fully maximize the potential of both Augmented Reality (AR) and the metaverse moving forward.

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Barcelona are aiming to future-proof the technology inside their redeveloped Nou Camp, which is due to re-open in 2026

Populous, a leading global stadium architecture firm, is actively engaged in discussions with its partner clubs on harnessing the power of AR to better cater to the evolving needs of fans. Managing Director Chris Lee highlighted the increasing desire among sports enthusiasts to access a wealth of data pertaining to players' performance. From integrating smart uniforms in previous projects to tracking movement and heart rates, there is a growing demand for enhanced understanding and immersion in the sporting experience.

The player preparing to take the corner can now benefit from predictive AI, which allows us to anticipate potential moves as the game unfolds before our eyes. This development aligns with our ongoing discussions about the integration of live and remote audiences, creating a unified space. It is his belief that football has the potential to embrace technology similar to the Abba Voyage concept - a fusion of the physical and virtual realms through advanced holographic imagery, eliminating the need for phones or glasses.

Lee said: "I think you can see the evolution of the wearable, almost back to the Google Glass, and also the latest hybrid reality headsets by Apple.

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The Tottenham Hotspur Stadium, opened in 2019, was Populous' biggest recent footballing project

I believe that in the next 10 to 20 years, the future lies in achieving a hybrid reality experience without the need for wearables. This could potentially eliminate the need for fans to use wearable technology, such as glasses or Vision Pro goggles, inside stadiums. It remains to be seen whether this will become the prevailing trend, or if there will be a debate similar to the VHS vs Betamax, or Blu-ray vs HD DVD, regarding the adoption of wearable technology by fans.

Start-up company ARound, responsible for several AR projects in the US, has prioritized wearables as a crucial component of their future strategy. According to founder Josh Beatty, he firmly believes that this direction is the correct one.

Beatty stated, "We are fully aware that wearables will continue to gain popularity. They serve two distinct purposes - enhancing the experience in living rooms and stadiums, both of which are secure environments where individuals desire to share the thrill and excitement with others.

Our perspective on shared AR is undoubtedly one of the most evident applications for a wearable device. It will be intriguing to witness Apple's approach with the Vision Pro, especially in their endeavor to establish a significant presence in the realm of sports. We are confident that our capabilities can be seamlessly integrated atop that progress.

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Apple's upcoming Vision Pro AR device could help drive fans towards using wearables in stadiums

We are currently refining the technology to provide an immersive experience for viewers, allowing them to feel fully engaged while streaming. ARound is at the forefront of delivering advanced solutions for sports enthusiasts, with their apps being utilized by prestigious teams like the LA Rams in the NFL and the Minnesota Twins in the MLB. These apps not only offer exciting American football mini-games, but also enable users to closely monitor and analyze each shot during a baseball game through their camera systems.

"People attend events to experience a sense of proximity to the action, players, and fellow fans," explained Beatty.

"Particularly with younger fans who come from a gaming background, where active participation is valued, we perceive ourselves as transforming the smartphone into a gaming controller for live events. The integration of the physical and digital realms is already occurring, and young children are already accustomed to this concept, embracing it effortlessly as the norm."

has always been a platform people turned to in their quest to connect with players. From playing cards and various collectibles in the past to the popularity of live sports today, individuals have always sought to get closer to the action. With the advent of technology, we have now reached the next level where we enable people to engage, witness others' interactions, feel the vibrant energy and thrill, and take that experience further.

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Baseball is experiencing an aging fan base and urgently requires a younger audience. The age range of 7 to 11 is crucial for developing fandom, as it allows them to be educated, entertained, and engaged. This is the perfect age to establish life-long fans.

On the other hand, NFL teams already have a strong fan base, so they are focused on maximizing their return on investment. They aim to capitalize on sponsorship and revenue opportunities by integrating what happens in the stadium with their overall goals.

Automatically driving content associated with goals or any other events can enhance brand presence and bring them to life, enabling them to be a part of key moments effortlessly. This trend is also attracting interest from the football industry, as financial incentives are gradually motivating its adoption. Ligue 1 team Marseille, for instance, experimented with a service provided by French company Immersiv.io in 2021. This service allows fans to use their phone camera or smart glasses to click on players during matches, unveiling a world of real-time metrics. These metrics include information such as the players' best passing options, game heat map, and statistics like distance covered and completed dribbles.

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It all looks very futuristic and exciting - but there is one major hitch.

In order to ensure the success of the Marseille experiment, it was conducted in an unoccupied stadium. Trying to access the internet in a crowded stadium on a regular match day can be incredibly difficult, resembling a virtual needle lost in an augmented reality haystack. Consequently, these applications would experience significant slowdowns in such an environment. This poses a significant obstacle for developers until things change.

Beatty cautioned about the rapid advancement of technology, highlighting the persistent issue of limited bandwidth. Despite the hype surrounding the introduction of 5G, there has been no significant improvement in public bandwidth compared to five years ago. Rather than anticipating an expansion, the focus remains on optimizing efficiency within these constraints.

At home, in the pub... In a replica stadium?

Club executives have long been contemplating the idea of providing a match day experience to the vast number of supporters who may never have the opportunity to visit stadiums like Anfield or Old Trafford. However, the lack of suitable technology has hindered the realization of this idea.

Enter the realm of virtual reality (VR). With the emergence of VR, such a concept can finally be brought to life. Apple's Vision Pro headset, for instance, enhances the real world experience by incorporating advanced technology. On the other hand, alternatives like the Meta Quest or HTC Vive create their own virtual environments, immersing users to the point where they can hardly distinguish between their sofa or a pub setting and the exhilarating atmosphere of being in the stands, such as the Matthew Harding Stand.

Manchester City has partnered with Sony, a tech giant, to create a virtual version of the Etihad Stadium in the metaverse. The collaboration aims to provide fans worldwide with the opportunity to explore the stadium and potentially watch the team's matches. "By entering the metaverse, fans can experience the game in a unique way, with multiple camera angles and the ability to fill the stadium to capacity since it is completely virtual," explained Nuria Tarre, the chief marketing officer of City Football Group, in an interview with the i newspaper.

"But you have complete control over what you choose to watch at any given time. There is no single broadcast perspective – you have the freedom to view it from any angle within the stadium. The possibilities are endless."

From the club's point of view, the investment is logical. While the physical Etihad Stadium can only accommodate a little over 60,000 spectators once its expansion is finished, the virtual stadium has no such limitation. If they were able to secure the rights, they could sell an unlimited number of tickets for a 'virtual' version of any Premier League game.

Supporters are drawn to the opportunity of engaging with fellow fans, as exemplified in the demonstrative partnership between City and Sony showcased in the video below. This immersive experience allows spectators to witness remarkable moments like a mesmerizing goal by Kevin De Bruyne or a debatable penalty call in real-time, while relishing the optimal viewpoints available throughout the stadium.

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In the future, there is a possibility of fans across the world attending virtual reality watch-along events, either by wearing headsets or being present in a physical replica of a stadium. It is reminiscent of the movie "The Matrix."

According to football finance expert Maguire, it is conceivable for a team like Man Utd to have a match held physically at Old Trafford while simultaneously being broadcast in a 3D format to locations like New York, Lagos, Melbourne, and Beijing. In this scenario, 50,000 fans would attend the physical event while others would wear headsets, willing to pay around $30-40 to be in the stadium or $10 to have a similar experience at home.

Not everyone may find these options appealing, but they offer an alternative to attending the live game. Just like the popularity of augmented reality (AR) in stadiums, these options cater to the increasingly prevalent desire of the next generation of supporters to watch sports on their own terms. They provide the opportunity to seamlessly combine games, statistics, or other additional features.

Broadcasters, including We. Sky, also face this challenge. We. Sky introduced a virtual reality (VR) service in 2016 and in November 2020, they live-streamed their first Premier League VR broadcast. This allowed viewers to instantly switch between four different camera views and essentially become their own match director.

Things have stepped up a gear since then, and will continue to do so as companies take more notice of the potential of these technologies to get ahead of the curve for attracting fans.

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Matt McCartney, the head of immersive technology at Sky, envisions a harmonious balance as the optimal approach for viewers to enhance their own experiences. According to McCartney, augmented reality (AR) is readily available to users through nearly every smartphone worldwide. He believes that by seamlessly integrating AR components and data presentation into broadcasting, the immersive experience on the big screen can be both preserved and enhanced. McCartney believes that this fusion of technologies is the key to winning over viewers in their homes.

How close are we to the widespread adoption of VR and AR for watching sports at home, considering that it doesn't require the same infrastructure as in a stadium?

Despite recent progress, cost remains a significant consideration due to Apple's Vision Pro, which prominently featured sports broadcasting in its June launch and is expected to have a retail price of over £3,000 – although this may change in the future.

According to McCartney, "I recall when Blu-ray players first entered the market, they were priced around £1,500. Nowadays, they come almost for free with a purchase of a box of cornflakes. This exemplifies the nature of technology."

The cost factor initially appears high, but eventually, cost-effective manufacturing techniques will be employed. Consequently, I anticipate that within 10 to 15 years, smart wear of excellent quality will be available for a mere price of £300, accessible to all. Moreover, it will closely resemble regular eyeglasses. The potential for VR, AR, and the metaverse in football is evident, despite the limitations.

Even among the experts we consulted, there were varying predictions and perspectives on how the fan experience would change. However, it is undeniable that the changes will indeed be significant.

Just as the anticipated demise of physical books, vinyl records, and filament light bulbs proved to be greatly exaggerated, there will always be a space reserved for embracing the beautiful game as it was originally intended.

As one well-known broadcaster's marketing slogan once said, 'It's only live once'. No matter how many angles you can watch it from.