Virtual Worlds in Australian Sport

Guest article: Pete Lock is an Australian based digital marketer and freelance sports writer. He can be followed on twitter at @pete_locky.

The brave new world of virtual and augmented reality is upon us. No longer a pipe dream of years gone by, AR and VR is at our fingertips, and sport is an industry that is seeing some of the biggest uptake.

The Australian sporting landscape in particular has seen a six-month explosion of virtual and augmented activations hitting the scene, moving beyond Facebook and YouTube 360-degree videos to fully immersive and engaging experiences coming from some of the country’s innovative brands.

Clubs, sporting bodies and media outlets are all putting their best foot forward to capture the attention of digital savvy and content hungry millennials, and VR and AR is appearing the freshest platform to do so.

Fox Sports Australia and the cricket’s Brisbane Heat were two of the first to delve into the world of AR and VR for mobile in 2016, each launching applications geared around engaging audiences using 360-degree videos and augmented reality functionality.

Fox’s Fox Vision app was released for the Bathurst 1000, Australia’s most celebrated motorsport event, and allowed fans to drive around the famed Mount Panorama track using the app and a printable map.

The Heat’s launch of Heat VR saw playing cards and posters augment in a 2D environment, highlighting the potential that AR technology can have on amplifying any print or digital marketing campaign.

With AR still somewhat of an unknown to a majority of the Australian sporting public, the key for brands is making augmented reality as easy to understand as possible, which includes markers being easily assessable.

With VR headsets, hardware and technology still very much in their infancy, sporting brands have been focused on producing significant match-day activations as opposed to mobile or portable solutions. While VR has the potential to be a game-changer in marketing and fan engagement, brands need to be focused in the short term on producing experiences that excite, absorb and most importantly, are easy to play and consume.

With the eSports industry booming worldwide, there is an opportunity for sports and VR to engage audiences with a thirst for gaming. While there could be still some time before gaming platforms such as PlayStation VR reach mainstream status, when they do, sport will able to take advantage. Sports that require stationary movements such as golf, or batting in cricket and baseball will make a smooth transition into the world of VR gaming, however the question remains as to when game developers will start investing seriously in VR.

It is early days for virtual and augmented reality, but expect sport to lead the way as this technology starts becoming part of the normal fan experience.

You might also like

Mallory Group Launches White Paper on the ‘New Normal’ for Sports Rights Holders

Sport is proving to be one of the high-profile business casualties of the Covid-19 pandemic. However, its slow and structured return will be a key factor in life entering the

The seven essentials for achieving successful sports branding

By Daniela McVicker When it comes to sports, great branding is a must. Your brand influences how people see your company or team. It helps you to forge connections with

Live Chat: A New Social Experience in Sports

Article written by John S. Kim, CEO and co-founder of global API company SendBird Social media rose to prominence throughout the world due to its potential for connection. Social channels provided the


  1. CitizenshipTests
    September 30, 00:40 Reply
    The Citizenships Tests a crucial step for immigrants seeking to become citizens of the Land Down Under. This test assesses applicants' knowledge of Australia's values, history, culture, and government. It typically consists of 20 multiple-choice questions, drawn from a pool of 200, covering various aspects of Australian life. Applicants must answer at least 75% correctly to pass. The test aims to ensure that new citizens understand the country's democratic principles, rights, and responsibilities. It promotes integration and cultural understanding among diverse communities, fostering a sense of belonging and commitment to the nation. Passing this test is a pivotal milestone on the path to Australian citizenship.
  2. My Citizenship Tests
    August 21, 08:29 Reply
    Thank you very much for sharing such knowledgeable information! My Citizenship Tests is the best platform for test practice. With the help of <a href=" " rel="nofollow ugc"> Australian citizenship test answers</a>, you can easily cover all the necessary topics for the Australian Citizenship Test.

Leave a Reply