Teams enhance fan experience with high-tech replays
ATLANTA — NBA fans will soon be able to look up at the big videoboard above the court and get a different look at that deep Trae Young 3-pointer early in the first quarter. Or see a different perspective of that monstrous Giannis Antetokounmpo dunk.
In a reversal of roles, NBA teams are bringing the video game experience back to the live action — one arena at a time.
The Atlanta Hawks Friday will become the fifth NBA team to unveil significant financial investments into new 360-degree replay technology designed to eventually give fans the power to change the way they see the game.
“It's the wave of the future,” said Hawks vice-president of live experience Joe Abercrombie, who says the technology also is “one more thing to give people a reason to come” to the arena.
The Bucks, Mavericks, Pacers, Wizards and now the Hawks are using the technology to package and replay highlights in the arena during games. The Bulls, who host the 2020 All-Star game, are scheduled to come online next month.
“It’s very nice. I especially like that up-above view,” said Allen Hazlett a fan from New Berlin, Wisconsin, after seeing the new technology at Thursday night’s BullsBucks game in Milwaukee.
“I think it’s an added benefit for the fans. For those that aren’t here all the time, to see that, I think, really ups the fan experience for them. I don’t think people realize until you go somewhere else and you don’t see it how lucky we are to have this arena. Everything here is state of the art.”
The six teams have joined NBA partner Intel, which provides the technology for the new video replays. The process begins with 38 5K video cameras strategically located around arenas. The high-tech cameras work together, bringing 360-degree replays to in-game video boards, TV broadcasts and fans’ devices through social media.
It’s the latest effort by teams to entice ticket-buying fans to come to new and renovated NBA arenas. Atlanta spent almost $200 million to renovate State Farm Arena; Milwaukee last year opened its $477 Fiserv Forum.