Improbable Transforms Fan Experience with MLB Virtual Ballpark
MLB consistently positions itself as a thought leader and pioneer in utilizing digital technology to revolutionize fan engagement by spearheading numerous initiatives and harnessing various platforms to create immersive experiences for baseball enthusiasts.
Look at its digital media arm, MLB Advanced Media, or MLBAM. Through MLB.TV, which is MLBAM's streaming service, fans enjoy live and archived games across multiple devices. The platform offers interactive features such as multiple camera angles, on-demand replays and real-time statistics, enabling fans to delve deeper into the game and tailor their viewing experience.
MLB has also been at the forefront of embracing emerging technologies like VR and AR. In partnership with Intel, MLB introduced Intel True VR, allowing fans to immerse themselves in live games through virtual reality headsets. This VR initiative provides a 360-degree perspective, granting fans the sensation of being present in the stadium. MLB's integration of AR into its MLB At Bat app enhances the mobile viewing experience by overlaying real-time player data and statistics on the screen, further engaging and informing fans.
And MLB is now setting another standard for how sports leagues can harness digital technology to provide immersive, interactive and captivating experiences for fans through a new virtual ballpark.
Powered by Improbable’s Morpheus technology and developed within the M² network, the MLB virtual ballpark allows baseball fans to gather and interact simultaneously in a single place, enabling the natural scale of baseball games. All that is required is an internet connection and access to MLB.com.
Within the virtual ballpark, fans will have the ability to fashion their own unique avatar, allowing them to immerse themselves in the virtual world. Adorned with the jersey of their favorite MLB team, these avatars serve as personalized representations of fans as they enter the virtual ballpark.
Once inside, users can engage in the dynamic live-event experience, interacting with other attendees and embracing the camaraderie that accompanies a shared love for the sport. From the recreated seating areas to the concourses, users can freely navigate and uncover the diverse corners of the virtual ballpark.
“In working closely with Improbable, we’ve taken what baseball fans know and love about their unique ballpark experiences and connected it to an accessible, virtual world,” said Kenny Gersh, MLB Executive Vice President, Media and Business Development. “Not everyone has the opportunity to attend Major League games or enjoy a Major League ballpark experience, but now we can provide this opportunity to anyone with an internet connection, no matter where they are.”
The Celebrity Softball Game during All-Star Week on July 8 saw the debut of the virtual ballpark and featured a live stream of the game on the virtual ballpark's video board, and it included exclusive celebrity interviews that were not seen anywhere else.
All the fans who attended the Celebrity Softball event at the virtual ballpark also received a commemorative digital ticket created by Candy Digital. Fans were also able to play minigames tied to real-time events happening in T-Mobile Park in Seattle. They took part in a Sorare card scavenger hunt and were entered into a drawing for a chance to win tickets to the 2023 World Series.
“Sports and culture are emerging as pioneers in the exploration of compelling use cases for virtual worlds and the metaverse, driven by their expertise in creating captivating experiences and their deep understanding of their communities’ expectations and trends,” said Herman Narula, founder and CEO of Improbable.
Narula closed by saying, “We also strongly believe that M²’s approach to ownership and interoperability will unlock even richer experiences and efficient formats.”
Edited by Alex Passett
