Virtual bonanza for fans at AT&T Stadium


AT&T Stadium upgrades Image: AT&T Stadium

The marvels of technology simply do not cease to amaze. If fans want to do a virtual trip of the stadium, then they can immerse themselves into the ethereal experience at the AT&T Stadium in Arlington, Texas (US).

Want to pose with your favorite footballer without going anywhere near him? Want to be in the middle of the action in the stadium to cheer your favorite team and all from the comfort of your living room? Want to get the stats of a football game in real-time?

Such phantasmagorical experiences can be savored at the iconic AT&T Stadium, residence of the professional American football team Dallas Cowboys.

The American multinational conglomerate holding company AT&T and the Dallas Cowboys have recently taken fan experiences to dizzying heights both at the stadium and at home with the addition of several hi-tech features powered by an updated 5G network systems and Obscura Digital’s innovative creations.

Though the United States is being clobbered by COVID-19, the AT&T Stadium has nevertheless witnessed record fans’ attendance in the form of the November 15th fixture against the Pittsburgh Steelers with 31,700 supporters gracing the occasion.

San Francisco-based Obscura Digital – whose forte is creative expressions – has designed and developed immersive digital art installations and experiences in entertainment and sports venues around the world.

Stated Mo Katibeh, Chief Product and Platform Officer, AT&T Business, “The Dallas Cowboys are pioneers in delivering unique fan experiences through technology. When we launched our 5G experiences with them last season, we set the standard for what fans expect out of their stadium experiences. Now we’re pushing the boundaries again, and proving that technology can bring the fan experience way beyond what’s in the stadium.”

AT&T Inc., a multinational company headquartered at Whitacre Tower in Downtown Dallas, Texas, is the 5G innovation and fiber partner of Dallas Cowboys. It also has naming rights to the AT&T Stadium.

The 80,000-capacity AT&T Stadium, formerly Cowboys Stadium, is a retractable roof stadium in Arlington, Texas, US. It serves as the home of the Dallas Cowboys of the NFL and was completed on May 27th, 2009. It is the first arena in the US to be installed with a 5G network in 2019 thus providing an enriching experience to spectators.

The premier arena is envisioned as an entertainment mecca by Dallas Cowboys owner Jerry Jones and is now used for a variety of entertainment and other activities such as concerts, basketball games, soccer, college and high school football contests, rodeos and motocross and Spartan races.

The Dallas Cowboys are a professional American football team based in the Dallas-Fort Worth metroplex. The Cowboys compete in the National Football League (NFL) as a member club of the league’s National Football Conference East division.

The AT&T had introduced a series of fan experience offerings in the January 2019 season that had enhanced AT&T Stadium’s fan mobilization status.

Advantage fans:

  • ‘Pose with the Pros’ – Fans can take their picture or GIFs with virtual versions of their favorite Dallas Cowboys sporting heroes and share it on social media platforms. The addition of four more double-sided eight foot interactive columns to the AT&T West platform now allows more fans to experience the ‘Pose with the Pros’ feature;
    • Staunch supporters who want to cheer for their favorite ‘Cowboys’ players in AT&T Stadium, the ‘Pose with the Pros’ interactive displays can now be completely controlled by the fans from their own smartphones thus making the whole experience touchless and safe in a COVID-struck planet;
    • For those who are watching the game from the cosy confines of their home, the stadium experience is also at the palm of their hands via ‘Pose with the Pros’ on the ‘Go Through the Dallas Cowboys App’;
  • StARview – The StARview feature located in the ‘Dallas Cowboys’ app enables fans to view live game day stats. By accessing the same, fans can see real-time, live player stats via augmented reality (AR) projected over the field;
  • AT&T Fan Zone – Supporters watching games from home get a chance to cheer on their team in a novel way. Fans can film their ecstatic reactions to a touchdown or goal and submit the same through the ‘AT&T Fan Zone’ feature in the ‘Dallas Cowboys’ app. The feature will also provide fans with the opportunity to get a view of themselves on the AT&T LiveFX board during home games.

Obscura’s innovations include the ‘AT&T Stadium’ app, which enables this seamless virtual journey from home to stadium and back and includes all the features which facilitate cheering and posting pictures.

Obscura has designed, fabricated and installed the AT&T LiveFX Board, a fan-responsive LED video display with 40 robotic, mirrored slats that independently rotate 360 degree to create choreographed motion.

Extending 130 feet above the concourse in the North end zone, the LiveFX Board is designed to interact with fans’ mobile devices. At 4,000 pixels wide, the AT&T LiveFX Board is the highest resolution board in the venue. The 5G network strength has enabled the LED display of the AT&T LiveFX Board to respond directly to fans.

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