ARound and Los Angeles Rams Launch Groundbreaking AR Broadcast Integration and Fan Engagement Platform

ARound, the pioneering shared augmented reality (AR) platform, part of Stagwell, and the Los Angeles Rams have teamed up with Princess Cruises and Uber Eats to revolutionise how AR is integrated into live sports broadcasts and in-stadium experiences.

ARound and the Rams debuted this technology last month during the Rams home opener at SoFi Stadium. ARound's automatic camera integration allows AR effects to be broadcast on the Infinity Screen, blending live game moments with dynamic AR content. Complementing the broadcast, ARound's mobile browser-based platform allows fans to localise AR interactions, marking a new era for sports entertainment that gives fans a more immersive way to engage all game long.

"We're transforming how AR enhances live sports broadcasts nationwide," said Josh Beatty, founder and CEO of ARound. "Whether fans engage on the Infinity Screen or through their phones, we're creating a fully synchronised AR experience that amplifies fan engagement like never before."

This breakthrough technology is a first in the NFL, allowing brands including Princess Cruises and Uber Eats to offer real-time AR activations that seamlessly blend into the game.

"ARound is helping us continue to set the gameday standard by creating dynamic engagement with our fans," said Kathryn Kai-ling Frederick, chief marketing officer, Los Angeles Rams. "This is the future of sports entertainment—AR integrated with live broadcasts to create a multi-layered, immersive experience for fans and brands in the stadium."

Princess Transports Fans to Global Destinations

Princess Cruises elevates the gameday experience with its AR activation, "Touchdown Treasure," which transforms the stadium into stunning destinations like Alaska and Mexico visited by Princess Cruises' Love Boats with Rams players racing through these locations as fans cheer them on.

"At Princess Cruises, we believe imagination and innovation can quickly become reality and ARound's platform allows fans to experience the excitement of a Love Boat cruise sailing to incredible destinations throughout the world," said Jim Berra, chief marketing officer for Princess Cruises. "This AR experience brings the allure of a Princess vacation to the forefront, engaging fans with a sense of adventure and wonder."

Uber Eats: Seamless Engagement and Real-Time Reward Redemption

Uber Eats' new AR activation allows fans to unlock offers such as in-game food and beverage deals —which are instantly redeemable at stadium concessions.

"ARound's platform allows us to capture fan attention in the most exciting moments of the game and create a seamless experience from engagement to redemption," said Kim Guluk senior manager, global brand partnership marketing at Uber.