{"id":18927,"date":"2026-08-12T02:42:00","date_gmt":"2026-08-12T06:42:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=18927"},"modified":"2026-08-07T16:50:29","modified_gmt":"2026-08-07T20:50:29","slug":"how-to-build-an-immersive-world-inside-a-sports-arena","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-an-immersive-world-inside-a-sports-arena\/18927\/","title":{"rendered":"How to Build an Immersive World Inside a Sports Arena"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Skyler Mattson, Chief Executive Officer of WongDoody<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Immersive experiences are no longer a nice\u2011to\u2011have, they are the new baseline for brands that want to turn passive audiences into active participants. In an era of streaming fatigue and second\u2011screen distraction, bringing story, tech, and venue together can create moments fans remember. A recent wave of live game activations at NBA and NHL stadiums for a hit streaming series of Netflix\u2019s Squid Game: The Challenge for example, showed how a well\u2011designed experience can turn a mid\u2011game timeout into a centerpiece of the franchise story.<\/p>\n\n\n\n<h2 id=\"h-why-immersive-experiences-matters-now\" class=\"wp-block-heading\"><strong>Why immersive experiences matters now<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s fans expect more than a pre\u2011roll spot before the main event, they want to step inside a world that feels connected to the content they love. Immersive experiences whether in\u2011arena, at fan fests, or in\u2011home, blend physical space, digital layers, and narrative to create something that feels like a \u201cuniverse\u201d rather than an ad. Designed and developed correctly, they turn viewers into players, season\u2011ticket holders into co\u2011creators, and casual streamers into superfans.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For entertainment and sports brands, this is a play for emotional equity. Fans are far more likely to remember how it felt when their entire section \u201cwon\u201d a challenge or appeared on the jumbotron than the specifics of a tagline. That\u2019s why we are seeing more concert\u2011style premieres, stadium takeovers, and game\u2011driven activations that treat live moments as extensions of the content itself.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to design for participation, not just spectacle<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The most effective experiences share a core principle that move from \u201cwatch this\u201d to \u201cdo this.\u201d Instead of asking fans to sit back and consume a promo, leading entertainment and sports marketers are turning arenas, concourses, and even city blocks into playable environments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One recent sports\u2011arena activation, transformed multiple pro\u2011game venues into live \u201cchallenge zones\u201d based on the season two premiere of Squid Games. Fans were invited to participate in a timed game projected on the main screen, with entire sections competing for prizes and seeing the results play out in real time. The mechanics were simple with clear rules, visible stakes, and instant feedback. Yet the impact was powerful, turning a short break in the game into something people pulled out their phones to film and share.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Behind the scenes, an experienced design team orchestrated everything from crowd prompts and on\u2011screen graphics to in\u2011venue character appearances and concourse interactions. Agencies that specialize in immersive work often play the role of conductor and ensure that story, staging, and technology all reinforce the same emotional beat without overwhelming the live event. In the finished experience, the fans remember the feeling of being part of the game.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketers need to ask this question: What small action can fans take that mirrors the core of the story or sport, how will success and failure be visible in real time, and what physical or digital props can make that fiction feel real in\u2011venue?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Bridging the arena and the algorithm<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Immersive experiences thrive at the intersection of \u201cin real life\u201d and \u201cin device.\u201d In the arena example above, the team didn\u2019t just rely on crowd energy; they used existing infrastructure including scoreboards, sound, lighting, and connectivity to layer a digital challenge over the live game. Fans might press a physical buzzer, scan a QR code, or respond to a time\u2011based prompt, but the payoff is a synchronized, building\u2011wide moment that feels bigger than any single ad unit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For marketers, the lesson is to treat the venue as a canvas, not just inventory. In a stadium, that might mean syncing content beats with in\u2011game breaks, integrating AR or projection mapping into player intros, or extending a series storyline into pre\u2011game and halftime. In and around the venue, it could be using geofenced content, fan apps, or QR\u2011triggered mini\u2011games that let fans \u201ccollect\u201d parts of a story before, during, and after the event.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Creative and production teams routinely work with \u201cdigital twins\u201d of arenas and theaters to prototype lighting, camera angles, and audience flow before a single fan walks through the doors. That kind of pre\u2011visualization is what lets experiential teams build and test complex activations, like multi\u2011arena challenges for streaming franchises in tight timelines, often in a matter of weeks.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Story first, technology second<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In both entertainment and sports, it\u2019s tempting to chase the latest tech buzz of AR, VR, volumetric capture, you name it. But the immersive experiences that truly stick are anchored in story, not software. The arena takeover worked because it echoed the series\u2019 core tension and stakes; the technology simply made that feeling tactile for tens of thousands of people at once.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Effective immersive design in this space starts with three questions: What story are we telling, what emotion do we want fans to feel, and what behavior do we want them to repeat afterward?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From there, teams choose the right tools which can be projection mapping on the ice, data\u2011driven visualizations on the jumbotron, gamified trivia in a league app, or simple, time\u2011boxed challenges with real\u2011world rewards.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agencies can build immersive practices that combine creative storytelling with live production, \u201ctwin\u201d environments, and AI\u2011powered personalization so experiences can scale across arenas, markets, and seasons. For marketers, the takeaway is to resist building experiences around tech for its own sake. A low\u2011friction, high\u2011story moment that every fan understands will beat a complex setup that only a few people figure out.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Measuring the fan impact<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike a traditional 30\u2011second spot, immersive experiences generate rich, behavior\u2011level signals and participation rates by section, dwell time in an activation zone, UGC volume, and sentiment on social before and after a game. While many public case studies still foreground the creative concept over hard numbers, the underlying structures including game\u2011based participation, visible progression, and instant rewards make it easier to track what actually moved fans.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For marketing leaders, the metric conversation should start early. Define what success looks like. Is it higher tune\u2011in for a premiere or game, increased time in\u2011app on game days, lift in in\u2011venue merch sales, or growth in season\u2011long engagement among specific fan cohorts? Immersive experiences become most powerful when they\u2019re tied to these business outcomes, not just awareness or \u201cbuzz.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, immersive design is a way of respecting fans\u2019 time. When marketers invite them into the story, whether that\u2019s a league narrative, a franchise universe, or a streaming world, marketers are signaling that they\u2019re not just an audience, but a crucial part of the show. As arena\u2011scale activations around franchises and live events continue to evolve, the brands that win won\u2019t necessarily be the ones with the biggest screens or budgets, but the ones that can consistently turn those screens into invitations to play.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>About Skyler Mattson<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Skyler is the Chief Executive Officer of WongDoody. She is passionate about helping organizations grow, transform, and create meaningful impact at the intersection of creativity, technology, AI, and customer experience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ultimately, immersive design is a way of respecting fans\u2019 time. When marketers invite them into the story, whether that\u2019s a league narrative, a franchise universe, or a streaming world, marketers are signaling that they\u2019re not just an audience, but a crucial part of the show. <\/p>\n","protected":false},"author":26,"featured_media":18928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[32],"topics":[2],"class_list":["post-18927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-experiential","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Build an Immersive World Inside a Sports Arena | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-build-an-immersive-world-inside-a-sports-arena\/18927\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Build an Immersive World Inside a Sports Arena\" \/>\n<meta property=\"og:description\" content=\"Ultimately, immersive design is a way of respecting fans\u2019 time. 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