The NBA has signed a content partnership with Australian technology company, Unbnd, which will see extended reality (XR) broadcasts distributed to NBA TV subscribers in Australia and Singapore.
As part of the agreement, Unbnd is launching a new platform called Missing in Action (MIA) on the NBA’s dedicated linear channel, which will integrate virtual reality (VR) and augmented reality (AR) features into its content ahead of the 2019/20 season.
“With the AR and VR industry set to reach a value of US $20 billion in 2019, we know MIA will really appeal to fans and open doors for brands looking to attract and retain consumer attention,” said Antony Arena, founder and chief executive of Unbnd. “As a big fan of the game, this partnership with the NBA is a huge deal for me on a personal and professional level, and we’re excited to take fans from being spectators to actively engaging with the content in a meaningful, relevant and exciting way.”
The NBA is planning to simulate a 360-degree virtual theater that displays real-time game statistics and interactive branded content. MIA’s immersive coverage will incorporate live NBA matches, game highlights, as well as original shoulder content.
“As content consumption continues to evolve, the NBA has been at the forefront of technological innovations that enrich the viewing experience,” said Ramez Sheikh, the NBA’s head of global content and media distribution in Asia. “By combining NBA content with Unbnd’s enhancements, we will deliver an immersive and unique experience to further engage fans of the NBA.”
The MIA app will be available before the start of the 2019-20 NBA season across iOS, Android, and all compatible virtual reality headsets.
