Host venue Rocket Mortgage FieldHouse and NBA tech partner AT&T have announced a series of fan experience innovations ahead of this weekend’s NBA All-Star game.
The arena, home to the Cleveland Cavaliers, has announced the installation of RocketTron, an immersive video art game experience developed by FAILE Studio. Meanwhile, AT&T, the 5G innovation partner of the NBA, is showcasing personalised NBA All-Star-themed avatar experiences.
The new RocketTron attraction – a first-of-its-kind in an NBA arena – includes Rocket Mortgage HotShot, a pop-a-shot style game in which players race against the clock to make as many baskets as possible within 60 seconds. Fans take the shots using their mobile phone as a controller, and the action is displayed on one of four 75-inch digital displays embedded within the art installation.
The platform tracks daily high scores, all-time ranks and creates history tracking lists for future competition.
“Live sporting events are already exhilarating experiences, but at Rocket Mortgage, we are always looking for ways to dial up that excitement even higher,” said Casey Hurbis, chief marketing officer of Rocket Mortgage.
“This unique installation showcases what’s possible when passions collide – pairing a sport we all love with amazing art, to create a meaningful and memorable experience for fans.”
The AT&T Playmaker lets fans place themselves in any of the five custom All-Star themed AR playgrounds, like dunking in outer space. They play via an avatar created following a 3D body scan. Meanwhile, the Dunk Like LeBron game lets players control the Cavs legend in a virtual universe or in a real-world setting, such as a neighbourhood basketball court.
Among the AT&T innovations for the All-Star game, it is also utilising its AT&T 5G Virtual View which offers a 360-degree volumetric view of the action for TNT viewers. More than 100 cameras will work together to deliver a virtual view during the game.
“Connecting fans to what matters most to them is at the heart of everything we do at AT&T, and this year’s NBA All-Star is no exception,” said Mark Wright, VP of media and sponsorships at AT&T.
“With basketball fans being among the most loyal sports fans who live for memorable moments, we’re giving them more ways to experience how technology can enhance their lives, whether they’re customising their avatar at AT&T Playmaker, controlling the camera angles for the AT&T Pregame Concert, or seeing their favourite players through the AT&T 5G Legends Cam during the NBA All-Star Game.”