ARound will enable the fans in attendance at the 40,000 seat venue to see live visual effects and participate in shared interactive experiences via their mobile devices using a dedicated app. The platform also features AR-powered games which are designed to be played against other users in the venue.
Fans can also interact with live content around onfield action, such as home runs or when the team enters the field.
ARound is part of Stagwell’s Marketing Cloud, which comprises of software as a service (SaaS) and data as a service (DaaS) tools, including analysis features.
“We’re excited to introduce our fans to this never-before-seen technology as we continue to evolve and enhance the Target Field experience,” said Chris Iles, senior director of brand experience and innovation at the Minnesota Twins.
“Part multiplayer video game, part augmented reality, with the ability for future expansion into an interactive next-gen stats platform, we believe what we’ve built with ARound will provide fans a next-level experience available only at Target Field.”
Josh Beatty, founder and chief executive of ARound, added: “Current AR platforms isolate users in singular experiences. ARound believes massive, multi-user AR enables a host of creative opportunities to redefine what it means to be part of a connected fan experience.
“Be it a player, a mascot, a brand, a play or even another fan, ARound captures people’s attention and brings them closer to what’s right in front of them – during times they might otherwise be unengaged and on their phones – turning distraction to interaction and enhancing their overall experience.”