NBA partner Google added a new, immersive ‘Pixel Arena’ gamified experience to its programme of league linked activations which enables fans using the league’s official mobile app to create and share avatars and content and explore a 3D simulated hoops world.
Launched on 18 April to leverage the 2022 Playoffs (which run from April through June), access to the ‘Pixel Arena’ 3D space is available to all smartphone owners using the app – regardless of the device or the operating system. While it can be navigated via all smartphone gyroscopes, it seeks to showcase the latest 3D and AR technology backing the Google Pixel.
Based on real-time information from the games, each user can dress their own avatar in their team uniform of choice and move around in a virtual world which also delivers 3D shot recreation based on live NBA data feeds. During halftime and post-game, users can relive how scorers and teams performed. Plus hoops fans can test their own NBA knowledge with game-specific trivia based on the same live data feeds as they seek to climb the in-app leaderboard, unlock new levels and win prizes and game-linked virtual gear for their avatar.
Pixel Arena, the @Google and @NBA immersive experience!
Seeking for fans to engage during the 2022 NBA Playoffs. Pixel Area is based on real-time information from the games.
To know more details about Pixel Arena, click below! https://t.co/Zz3cRxyHwW pic.twitter.com/1zaPqKLCZT
— Sport Innovation Society (@sis) April 21, 2022
Google and the NBA launch the "NBA Google Pixel Arena", an immersive 3D environment for fans to play trivia, get stats, enjoy data visualizations, and more during the 2022 NBA Playoffs https://t.co/ZWkfkLQLvP pic.twitter.com/d5pFWR6ALm
— Chrome Unboxed (@chromeunboxed) April 18, 2022
Checking out the “Pixel Arena” inside the NBA App. A mobile game/miniverse activation with NBA x Google.
I was able to get suited up, but can’t figure out how to play and earn more points and not sure if there’s any real-time engagement with playoff games. #sportsbiz pic.twitter.com/JuBdDZmdQz
— Neil Horowitz (@njh287) April 19, 2022
Basketball fans have a new way to experience the playoffs on their mobile deviceshttps://t.co/fwAEGvLa9v
— Android Central (@androidcentral) April 18, 2022
Google Pixel is the official phone of the NBA Playoffs.
The NBA & Google have created a virtual reality 3D arena called the Google Pixel Arena for the #NBAPlayoffs
In the virtual arena fans can watch games, play games, win prizes, & get advanced stats on the games. #NBA #VR pic.twitter.com/lcLTRutUzE
— AR, VR, & NFT in Sport (@ARVRinSport) April 19, 2022
The experience, which was developed by a joint Google/NBA team, aims to deepen fan interest around the playoffs and generate social media buzz during live games by leaning into the live sport second-screening trend.
This mobile activation seeks to keep fans more deeply engaged and interested for longer periods of time. Indeed, the more time fans spend in the app, the more points they can earn on a leaderboard.
This particular initiative leverages Google Pixel’s status as the Official Fan Phone of the NBA (as well as of the NBA G League and NBA 2K League). It is just one strand of Google’s multi-faceted, multi-year NBA activation programme which includes the brand’s role as the league’s ‘Official Search Engine’, ‘Search Trends’ and ‘Fan Insights Partner’, its status as a lead sponsor of the NBA Playoffs (which are ‘Presented by Google Pixel’) and of the NBA Finals (which are ‘Presented by YouTube TV’).
“The experience brings a whole new meaning to courtside,” said Google US VP Of Devices and Services Marketing Daryl Butler. “You don’t need a Google Pixel to access the arena – you just need the NBA app, which is available on a range of devices.”
Comment
Leaning in to the ever growing trend for fans to interact with second screens – smartphones and tablets – while watching sport on TV.
The metaverse itself may still be several years away, but this kind of phone-based virtual immersive fan experiences has become popular among sponsors, tech partners, sports teams and federations.
While Google’s previous NBA activations include its ‘For All The Fans’ work which debuted in October 2021 and its recent 2022 All-Star Game Talent Search, this 3D app activation marks the first time that the company has worked with the NBA on an immersive in-app experience.
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