problem
Comcast wanted to enhance fan engagement at the Atlanta Braves’ stadium by creating an immersive and interactive experience. They were looking for a solution that would blend education and entertainment, making game days memorable while positioning Comcast as a champion of the local sports scene and an innovator in fan experiences.
solution
“Overlook Overlays” was developed to transform the fan experience at the Comcast Xfinity Rooftop. Using augmented reality viewfinders, fans could explore graphical overlays that brought the game to life, from detailed stats to hidden features of the stadium. This immersive experience allowed fans to interact with the game in new ways, deepening their connection to the sport and the venue.
The project began with the concept of turning the rooftop space into the ultimate entertainment area—familiar yet elevated. The viewfinders, equipped with presence detection and object-based navigation, allowed fans to rotate through different modes, accessing stats, game rules, and fun insights about the stadium. Inspired by the visual language of televised sports, the overlays offered an intuitive and engaging way for fans to see the game from fresh perspectives.
Designing these experiences involved balancing innovation with approachability, ensuring that both casual attendees and diehard fans found something to appreciate. The challenge was to create an interactive layer that added to the game without distracting from it, all while keeping the technology accessible and user-friendly. The result was a seamless blend of digital and physical experiences that not only entertained fans but also reinforced Comcast’s commitment to advancing the sports experience
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