The Minnesota Twins announced in August 2022 that they had partnered with Stagwell Marketing Cloud to launch ARound at Target Field. This innovative shared augmented reality platform operates throughout the stadium, offering an immersive and interactive experience to fans during the game. ARound is the first of its kind in live sports. Using the ARound app, fans can point their smartphones at the field to access a range of multi-user AR games, from BatterUp, Blockbuster, and Fishing Frenzy.
Twins fans can play these games in the physical ballpark by interacting with other fans in real-time. Fans can also see and interact with real-time content on the field, such as after home runs, mascot races, or when the Twins take the field. During breaks in play, users can compete with other attendees in other stadium sections to knock down the most virtual blocks
Although it went mainly unnoticed during the last few weeks of the 2022 regular season, the concept was initially targeted towards a younger audience for use between innings or lulls in the game. However, since its launch, it has grown from conception by gathering feedback from fans and implementing new features. This Twins season, they have accomplished just that.
One of the most exciting new features of ARound this season is its seamless integration with real-time sports APIs. That integration provides fans with visual game data and automated effects connected to the game’s critical moments. ARound designed those features to amplify the excitement of live baseball, transforming how fans connect with the action on the field.
Furthermore, the integration with real-time sports APIs allows fans to access advanced statistics, such as spray charts, exit velocity, and launch angles. These statistics are displayed with a visual overlay that matches their in-ballpark viewing angle at Target Field. The real-time broadcast-style data visualizations, customized to where fans are in Target Field, have the potential to significantly enhance the way fans enjoy Twins games while helping them better understand player performance. They make the game more engaging and particularly benefit younger Twins fans or people who are new to baseball and want to learn more.
ARound provides both real-time statistics and historical data visualization for players and teams, enabling them to have a better understanding of past performances. It helps them compare them with the current game. The most thrilling ARound feature is its live game analysis, which allows for live analysis and replay of the action as the game unfolds. Fans can follow along with the action in real-time and better understand the strategic decisions the players and coaches make, giving them a whole new outlook on the game.
ARound has since expanded from Target Field and implemented to provide integrations at other stadiums, such as SoFi Stadium (Los Angeles Rams and Chargers), Rocket Mortgage Fieldhouse (Cleveland Cavaliers), and the Kauffman Stadium (Kansas City Royals). While not everyone will use this technology when they go to the game, it opens the door for a new generation of sports fans who are always on their phones (even during games) to put them to good use and explore a new way of viewing the game.
So if you find yourself headed to Target Field with one of the remaining home games, download ARound from your smartphone’s app store and enjoy the game in a whole new way. If you’re already using ARound, let me know how you like it. Has it made the experience more interesting and enjoyable?
