Immersive Magic: Connecting Fans in New Ways - MetaVisions #31

This weekend, a major event took place in the UK: Oasis released tickets for their upcoming tour. Millions of fans were stuck in an online queue for hours, staring at a loading circle until their eyes couldn't take it anymore, only to still not get tickets. Unfortunately, with huge artists, there will always be far more demand than supply of tickets. There are only a limited number of dates that an artist can perform before they run out of energy. This got me thinking: we can't solve the foundational problem, but what can we do for those fans who will not be able to get a ticket or can't physically attend an event?

A wide range of artists and organizations are already leveraging technology to new experiences that bring fans closer to the action, previously impossible without being there in person. For example, the PGA Tour has launched an Immersive Companion App for the Apple Vision Pro. Fans can watch live footage, keep up with all the stats, and also have a digital twin of the golf course that shows where the ball is and its flying trajectory!

Without any headsets, a bar in LA has gone viral since they posted a video of their pitch-side experience screen during a Manchester United game. It teleports customers into pitch-side seats at Old Trafford by using a large curved panel and live 180-degree footage of the game. The atmosphere seems great if you have other fans around you to watch the game. Bonus points for being able to drink a pint while watching the game.

Critics will point out that as immersive as these experiences are, they cannot replace the feeling of a live gig or a football game. I do agree with them, but this is not a question of replacing those; it is about creating special experiences that are accessible for fans around the world. Artists, teams, and organizations will become more global than ever by creating rich experiences that deepen their connections to fans worldwide.

However, with the next generation of fans and customers being more digitalized than ever, valuing virtual and 'real world' experiences the same; their virtual identity is an expansion of themselves. This is an unavoidable evolution of live-events. Platforms like Roblox, Fortnite and VrChat have proved this over and over again. A few years ago, Fortnite launched an in-game event with Travis Scott. The event reached 27.7 million unique players and saw 12.3 million concurrent users in the game. How many tour dates and festivals would Travis need to perform on to reach the same amount of people?

Imagine if Oasis, alongside their tour dates, offered a series of 30-minute virtual events that told the story of their journey over the years. Hosted on a WebXR platform, fans could join in 2D on traditional devices or in Virtual Reality, with the option to experience it alongside friends or meet new ones. To make it even more special, exclusive merch could be dropped during these events, giving attendees the chance to own something truly unique. This would create a sense of exclusivity or community among global fans, even those who miss out on tickets.

I would counsel artists and sport organisations to leverage the IP they own to create unique experiences that can be accessed by fans worldwide, deepening fan connections, increasing revenue, and unlocking new markets.

Do you think virtual (and non-virtual) immersive experiences could ever rival live events? Share your thoughts!

See you soon,
Davi, MetaVisions