The NBA is one of the most tech-savvy professional sports leagues in the world, and the Phoenix Suns are one of the teams leading the way with their use of virtual reality.
The Suns’ experimentation with VR started with the gifting of season ticket holders with virtual reality kits in January. The kits gave fans virtual experiences of Suns star Devin Booker shooting and promoting season ticket renewals during a season in which the team has the worst record in the Western Conference.
Suns chief information officer Steve Reese, has been leading Phoenix’s VR plunge. Last week, he hosted 20 guests from Lovitt & Touche and allowed them to experience a VR practice in 360 Virtual Reality at Talking Stick Resort Arena. Viewers were also able to see the Sol Patrol Dunk Squad and Suns Dancers performing and highlights from past games and practices. The court was empty, but with the headset on viewers could feel like they were in the game.
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The Suns have plans to expand its VR use. According to the Arizona Republic, the Suns think that VR could be used on the marketing side to bring fans in-game experiences and make them feel as through they are actually inside the team’s huddle. It could also allow fans to experience behind-the-scenes footage and the day-in-the-life of some of his or her favorite players. The Suns could generate ad revenue by putting advertisements into the VR videos.
Phoenix seems to be ahead of the curve when it comes to VR use. Reese, who has also worked with NFL teams, says that he thinks some teams may be hesitant to use it because change can be scary and there is an underlying worry that technology will replace scouts, athletes and general managers.
“You’ve got to really get them over the fear of the technology,” Reese told the Arizona Republic. “Once they get used to it, and they get coached up and they can understand it, then it seems as if the fear goes away.”
At a #Suns display of some VR power. Technology allows you to see video including practice, game and timeout routines pic.twitter.com/sKTDpN5cgB
— Logan Newman (@Logan_Newsman) April 4, 2017