Accenture co-develops augmented reality app for Marvel Stadium

16 May 2022 2 min. read

Footy fans will be able to tap into a unique game-day experience at Marvel Stadium from next year, with a consortium of technology leaders teaming up to develop an augmented reality-based wayfinding app. 

Professional services firm Accenture has partnered with Telstra and Google to develop an augmented reality wayfinding experience for footy fans attending Melbourne’s Marvel Stadium.

Users of the mobile app will be able to access information such as seating directions via digital graphics superimposed on the real world environment, with Telstra and the Australian Football League (AFL) aiming to launch ahead of next season.

“This collaboration with two major technology players marks another important step in our ambition to create one of the world’s most technologically advanced stadiums here in Australia,” said Kim Krogh Andersen, Telstra group executive for Products and Technology. “It will enable us to deepen our partnership with the AFL and deliver more immersive and innovative experiences for fans at Marvel Stadium.”

In addition to navigation, with personal seating directions given upon scanning one’s ticket barcode, the app will also include pre-match augmented reality (AR) shows and multi-user AR games, along with enhanced player analytics and performance stats among other exclusive content. However, Krogh Andersen also points to the potential future use cases in settings such as hospitals, shopping centres and airports to improve customer experience.

Powered by 5G, the wayfinding tool is underpinned by Google’s ARCore Geospatial API, which through machine learning and state-of-the-art computer-vision combines captured image data and device sensor data to create a virtual 3D map and determine precise location. This allows for accurate graphic anchors and AR enhancements so that users can interact with digital content and character displays in real time.

“Accenture is excited to help deliver truly innovative and exclusive customer experiences that fully embrace the technology that the cloud continuum, AR and 5G can ignite,” said managing director Emma Neil, who leads the firm’s Communications, Media & Technology group for the ANZ. “In this newly emerging metaverse continuum, the potential for immersive and dynamic fan experiences is enormous.”