The NBA has unveiled a new feature for its augmented reality app: 360 Portals. The portals promise to take fans into the action for memorable moments of the 2018 playoffs.
Released just before the start of the fourth straight NBA Finals matchup between the Cavaliers and the Warriors, the AR experience will bring fans into team huddles, player introductions and postgame celebrations.
The NBA first launched its AR app for iPhones last fall with a virtual pop-a-shot game and has since announced a partnership with secretive mixed reality startup Magic Leap. The AR app is now available on Android devices as well.
The 360 Portals offering is powered by Apple’s ARKit and Google’s ARCore. The app superimposes a door for users to walk through, entering immersive pre-recorded scenes from the Playoffs and Finals.
“360 Portals will bring NBA fans behind the scenes and onto the court, providing a new way to experience the game through augmented reality,” Melissa Rosenthal Brenner, NBA EVP of digital media, said in a press release. “We hope fans around the world check out the NBA AR app throughout the Finals for a unique perspective on our biggest event of the year.”
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SportTechie Takeaway
AR continues to supersede virtual reality as the more popular and accessible fan engagement experience. The NBA has been at the forefront of this effort among U.S. pro sports leagues (with MLB also dabbling in the space). On Wednesday, the NBA also launched an instagram filter that allows users to add in a cartoon dunk scene to their video clips.