Dreamwall has developed in 2020 a new project of Augmented Reality during sports events. This technology enables to spice up your sports production despite the current restrictions and to create commercial opportunities thanks to extra advertising possibilities.

During the Nations League game between Belgium and Iceland last September, we had the chance to customize the Roi Baudouin Stadium with virtual fans and a complete Augmented Reality design. The outcome of this Proof of Concept was a real success, and the Royal Belgian Football Association ordered our services for the next 3 Red Devils’ home games taking place in November and for 1 Euro Qualifier women’s game. For those events and with the agreement of UEFA, editorial content and virtual LED boards were added on camera 1 and a PTZ camera in Beauty Shot in order to be broadcasted live on the local signal (VTM & RTL).

Our system can be implemented on one or several cameras. It is up to the production to choose the cameras they want to “upgrade”. A tracking system and a rendering engine have to be integrated on those cameras. Dreamwall can take over the total workflow, from the 3D modelling of the stadium, the creation of graphics to the set up and live operations.

This technology also offers the possibility to send the “dirty” signal on different feeds and thus to segment geographically the sponsors’ targets. You could add different advertising content depending on the area where it will be broadcasted (different led boards for local than international signal for instance).

The graphic representation comes in 4 different axes that can be applied together or separately :

• Editorial : score display, team line-up, fresco of goal scorer …
• Branding : LED strips, virtual screen, virtual boarding led, possibility to add any 3D imagined element (car behind the goal on the ground for instance).
• Entertainment : firework, banner, flag, airship, virtual extensions (dome, additional stands, …).
• Virtual fans : animated and adapted to the size of the stand.