Fan Experience

Kansas City Royals launch AR experience at Kauffman Stadium

Featured image credit: ARound

Next-generation fan engagement platform ARound has partnered with Major League Baseball team the Kansas City Royals to launch augmented reality experiences at Kauffman Stadium.

For the 2023 MLB season, ARound will launch Crown Vision AR, a shared experience that includes interactive follow-along features after base hits and plays, contests, fan loyalty features and custom brand sponsorships. Fans are able to sample the experience by opening the ARound Stadium app and pointing their smartphone camera towards the pitch.

Real-time integration will allow fans to view player hit graphics and fireworks after home runs. A fire-breathing dragon will also turn Kauffman Stadium into an interactive castle, while mass gaming experiences such as the Hot Dog Derby race, Mow Monster and BatterUp will allow fans to compete for in-stadium discounts and prizes.

Crown Vision AR will also feature in-venue broadcast integration with Kauffman Stadium’s videoboard. Team IP and sponsor content will feature characters in Royals jerseys, background signage and other brand activations.

Additional opportunities for fan activations and sponsor integration include Royals promotional tie-ins, virtual rewards and a prize launcher featuring a giant Pasquatch. Later in the season, ARound will introduce live 3D stats and play-by-play graphics for a broadcast-level experience in the stadium.

ARound also works with MLB’s Minnesota Twins, which debuted a shared AR platform at Target Field last season. The company also teamed up with the NFL’s Los Angeles Rams in December to launch a similar experience at SoFi Stadium.

Josh Beatty, founder and chief executive of ARound, said: “Our launches with the Twins and Rams last year showed us how engaging AR can be when it offers immersive in-game experiences while allowing fans to share in those experiences together.

“With the Royals, we’re bringing even more interactive and collaborative game-day features to their fingertips. Rather than detract their attention with apps that take them away from the action on the field, ARound keeps fans focused on the real-world plays, their favourite players, and the energy around the stadium, allowing them to engage with the game like never before.”

Tony Snethen, vice-president of brand innovation at the Royals, added: “As we look to excite and engage the next generation of baseball fans, we know that ARound’s technology provides an amazing opportunity for the Royals.

“Not only does augmented reality make the game more interactive, but we also believe it will serve to help users see the game in a whole new way.”