We’ve entered a strategic business-development alliance with Lucas Wilson, taking advantage of his experience as CEO of immersive content and technology company Supersphere. ASG is the exclusive integration partner and reseller of Supersphere’s ArkRunr virtual-production platform. Lucas is well-known for his use of XR, VR, and spatial technologies for top-name musicians. ArkRunr has been used by Supersphere as an internal tool to produce live concerts, but it has so much value beyond live music. We see it as an essential part of our cloud-team offering. We foresee modeling stages and locations based on the event centers of our live-event clients. Thanks to its unique ability to merge physical and virtual cameras, ArkRunr enables real-time interaction between onsite and remote participants.

TThe next frontier beyond stunning visuals and immersive sound is MV-HEVC (Multiview High Efficiency Video Coding). This advanced extension of the HEVC standard enhances live broadcasts by supporting stereoscopic 3D, allowing viewers to experience depth in real time. MV-HEVC also enables efficient 180- and 360-degree video streaming, significantly enriching virtual-reality and augmented-reality experiences. This technology immerses viewers in live sports, making them feel like they’re part of the action. When paired with spatial-computing devices like the Apple Vision Pro, MV-HEVC takes the immersive experience to the next level, offering dynamic, interactive multi-angle viewing options. These advances will not only transform fan engagement but also redefine how audiences connect with live sports and entertainment, creating experiences that were previously unimaginable.

Virtual- and augmented-reality–content creation not only improves the viewer’s experience but helps content creators with their storytelling. It provides unmatched possibilities to content creation — we can integrate real talent in virtual worlds that can’t be distinguished from reality — and, at the same time, provides flexibility for displaying additional in-context information and data that the actors can interact with. Data-driven graphics can be better explained and understood by viewers when displayed as augmented reality and carefully designed to include more information. Brainstorm started 30 years ago as a provider of real-time 3D-graphics and created AR graphics for elections in 1994, an expertise that has helped broadcasters of any size provide their audiences with comprehensive information.

Spatial computing is rapidly emerging as a transformative force in live production, not merely as a visual enhancement but as a fundamental reimagining, blending physical and digital realities. Yet, while major worldwide events (FIFA World Cup, Super Bowl, etc.) leverage AR/VR/XR technology, it remains vastly reserved for elite productions, rarely used for everyday productions because of its relative complexity. We strongly believe that connecting the technology to a wider storyteller user base through familiar tools and workflows will be a game-changer. By focusing on the workflow surrounding the technology and stripping away the complexity, we see a rising demand for the application of AR/VR/XR technology in everyday production use cases, such as weekly games with immersive data-driven virtual graphics.

AR and VR have often been seen as technologies that personalize experiences, but I think we are seeing more successful applications around shared storytelling and experience: more tabletop sports-data integrations in broadcast or crying-fan camera filters on an in-house Jumbotron. I’m more excited about these shared experiences that are less personalized and focus instead on bringing people together.

VR is becoming more attainable. At Devlin Design Group, we have experienced an increase in interest for VR set design. The technological advances over the past few years continue to make it possible for a variety of our clients to be willing to take a deeper dive and embrace the technology. With our approach, we engage with the client and the tech provider. We know a great virtual set happens when you shape an environment not only to have the “wow” factor but to fully execute the client’s vision and emotion. Working with the tech provider, we continue to stay on top of advances and can quickly address any issues that arise. Collaboration is the key ingredient for a great production.

Last year began with huge promise with the launch of the Apple Vision Pro, a stunning glimpse of state-of-the-art AR and VR. The release ultimately illustrated that even the world’s most valuable company can get product market fit wrong if the sky-high price tag proves too much for mass consumer adoption. However, the innovation and the increased spotlight on the art of the possible has continued to embolden the market, especially within the enterprise realm and immersive content production. At Disguise, we are ensuring our core platform is set to deliver for both these use cases direct from VP and XR Stages, enabling streamlined workflows allowing technicians to visualize complex projects and creators to connect to audiences directly into headsets.

AR is revolutionizing storytelling in sports by delivering immersive and interactive content that elevates fan engagement. Innovations like live volumetric interviews and AR-powered spatial replays create a seamless connection between the action on the field and the fan experience at home. These technologies empower fans to explore the game from their own perspectives, offering new levels of interaction and personalization that deepen their connection to the sport.

Spatial computing has the potential to revolutionize broadcast workflows, enhancing operator flexibility in both control rooms and remote setups. The shift to REMI workflows and multifunctional operators demands adaptable, tailored tools, and these solutions can offer cost-effective alternatives to traditional equipment, providing virtual multiviewer stacks and improving communication with minimal physical footprint. Remote operators can benefit from professional-grade experiences while eliminating the need for complex home setups. In GV’s latest developments, these offerings integrate seamlessly with physical surfaces, such as Maverik, creating hybrid workspaces that boost efficiency. Yet this isn’t about replacing traditional setups; it’s about adding to the operational toolkit: providing options to design workflows and experiences tailored to individual use cases and ensuring that the right solution is available for every production environment.

The growth in AR, VR, and spatial is huge, and I don’t see it slowing down any time soon. Rather, there will be much, much more. In an incredibly crowded media landscape, across streaming and social, production values are essential for capturing audience attention, and AR/XR is a powerful tool for creating more-engaging content.At Mo-Sys, we’re driving virtual production forward with innovations to make these techniques available to more and more content creators, with complete solutions, training and support for our partners, to help them meet the ever-increasing audience expectations.

Broadcasting is undergoing a major transformation with virtual- and augmented-reality technologies. Rather than separate tools, these technologies are converging to change how stories are told and content is created. AR has moved beyond being a novelty and is now a key part of premium broadcasts, powering immersive news, weather reports, or dynamic sports analysis. Extended reality (XR) is transforming traditional studios by combining LED walls, camera tracking, and real-time rendering. This lets productions create limitless virtual environments while keeping high production values. It’s also making high-end production more accessible, allowing smaller broadcasters to deliver Hollywood-quality content on tighter budgets. The future isn’t about choosing between virtual or traditional production; it’s about blending both to create compelling content that connects with audiences.

Inclusion of industry partnerships, such as COSM

At SkyCam, we’ve seen a significant rise in demand for AR this year, and it’s exciting to watch its evolution. The quality of artwork across networks has improved dramatically, and use cases are now more purposeful and impactful. For a while, AR felt like a solution searching for a problem, but, today, networks are building smart, well-designed applications that truly enhance programming. Technologies like our SkyTrax and Pixotope Fly are lowering barriers — financially and operationally — making AR workflows simpler and more accessible. It’s rewarding to see how far the industry has come, and I’m proud of the role SkyCam continues to play in shaping these advances.

Our pan/tilt heads, track systems, and roving pedestals will give you accurate tracking data, even to the millimeter. The robotics also offer smooth motion, so there’s no shake, jitter, or unwanted movement that might negatively affect the on-screen graphic effects. Our products are engineered to meet the precise motion-control demands of AR/VR.

We’ve been putting significant effort into making mixed-reality (MR) production for live events less taxing on production teams with our new Virtual Cam system. It’s typically a lot of moving parts and an extra layer of coordination. We’ve made it our recent MR projects easier by taking a different approach to setup. Using our proprietary workflow that uses hi-res cameras in fixed positions that simulate dynamic movement has simplified logistics. It has allowed us to focus even more on the creative. It’s all about making MR more accessible while raising the bar on what’s possible.

Augmented reality, virtual reality, and spatial computing are transforming the fan experience in sports broadcasting. At Vislink, our partnership with ASPIRE and A2RL showcased how VR and immersive technology can elevate fan engagement. During Abu Dhabi’s inaugural autonomous car race, we leveraged AR and VR to offer fans immersive, 360-degree views of the event. This blend of real-world racing and virtual experiences is reshaping the sports-broadcasting landscape, allowing fans to engage with events like never before.

For the first time, AR and VR technology is truly accessible to broadcasters of all sizes, providing them must-have tools for sports production. Vizrt’s solutions empower the creation of virtual studios and AR for both large-scale productions and smaller operations, blending production efficiency with visually stunning storytelling. Presenters and pundits can captivate fans of all ages by seamlessly interacting with virtual elements like 3D player stats or game strategies, creating dynamic, immersive experiences. This democratization of AR and VR elevates sports storytelling, making it easier than ever to deliver innovative and engaging content across all platforms.

The simplest form of augmented reality overlays real-time virtual graphics, such as props or data, on top of a video image of a physical set. But now AR can be used alone to enhance physical studios with set extensions, integration with Newsroom Control System (NRCS) and data providers, high-quality motion-design elements in 3D environments, and more to enhance storytelling. The advanced and innovative platforms make AR elements integral parts of the environment, casting shadows and reflections onto physical objects and vice versa. The execution is so natural, you can’t tell where the actual stops and the virtual begins.