Ministry of Sport

Australian Company Unbnd Signs VR/AR Broadcasting Deal With NBA

Australian technology company, Unbnd, has signed a content partnership with the NBA, to integrate virtual reality (VR) and augmented reality (AR) features into broadcasts of NBA TV to subscribers in Australia and Singapore.

Beginning with the 2019-20 NBA preseason, Unbnd will launch a new platform called Missing in Action (MIA) on the NBA’s dedicated linear channel, which will allow users to experience live NBA games, highlights and original programming.

The MIA platform will use mixed reality to enhance the NBA broadcast experience for fans, simulating a 360-degree virtual theatre environment that displays real-time game statistics and interactive branded content experiences.

Antony Arena, Unbnd’s founder and chief executive, said: “With the AR and VR industry set to reach a value of US$20 billion in 2019, we know MIA will really appeal to fans and open doors for brands looking to attract and retain consumer attention.

“As a big fan of the game, this partnership with the NBA is a huge deal for me on a personal and professional level, and we’re excited to take fans from being spectators to actively engaging with the content in a meaningful, relevant and exciting way.”

Ramez Sheikh, the NBA’s head of global content and media distribution in Asia, said: “As content consumption continues to evolve, the NBA has been at the forefront of technological innovations that enrich the viewing experience.

“This partnership with Unbnd will allow us to provide another next-generation viewing option to our fans.

“By combining NBA content with Unbnd’s enhancements, we will deliver an immersive and unique experience to further engage fans of the NBA.”

Shaun Carney

Shaun Carney