Spatial Sports Media 101: What It Is and Why It Matters
- Skyrim.AI Expert Series
- May 28
- 11 min read
Updated: Jun 10
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Defining Spatial Sports Media
Spatial Sports Media refers to capturing sports action in three dimensions, allowing fans to experience content from any angle with rich interactivity 1. In essence, it’s the evolution of volumetric video into a fully immersive format. Unlike a traditional broadcast that confines viewers to the angles chosen by a director, spatial media enables viewers to move freely within the scene, as if they were on the field or court alongside the players 2. For example, a fan could use their smartphone, tablet, or VR headset to pause, rewind, and replay a pivotal moment from any perspective, even zooming in to see the action up close 2. Broadcasters, meanwhile, gain the ability to capture unique angles that physical cameras can’t, such as the exact viewpoint of a goalie or a quarterback, enhancing storytelling and analysis. 3 In short, spatial sports media transforms passive viewers into active participants, giving unprecedented control over the game experience 4.
This concept builds on the groundwork of volumetric video (sometimes called holographic or 3D video). Volumetric Gen 1.0 systems were the first attempts at capturing real people in 3D, often using dozens of cameras in specialized studios to create point clouds or meshes of a scene. These early solutions proved the concept but were expensive, complex, and mostly limited to short recorded clips. Gen 2.0 volumetric solutions introduced improvements like better compression and even began leveraging neural networks (e.g. Neural Radiance Fields) for more photorealistic reconstructions 5. However, they still required significant hardware and offline processing. Now, Spatial Sports Media represents Gen 3.0 – a clean-slate approach using advanced AI to achieve real-time, broadcast-quality 3D reconstructions at scale 6, 7. This leap means moving beyond incremental improvements to a fully AI-native volumetric video solution that is far more scalable and efficient than past approaches. 8
From 2D Broadcasts to Interactive 3D
Sports media has come a long way from the days of a single stationary TV camera. In traditional 2D broadcasts, viewers are limited to what the camera captures; the experience is entirely producer-led. Over time, broadcasts added more camera angles, instant replays, and even 360° surround-view replays (like the NFL’s “EyeVision” or Intel True View) to enrich the experience. These innovations hinted at what volumetric technology could do – for instance, the NFL’s multi-camera 360° replays allow a moment to be frozen and viewed from any angle on a 2D screen. But such Gen 1 volumetric implementations require an enormous
number of high-end cameras (often 20–50 or more around a stadium) and intensive post-processing to stitch views together.
Spatial Sports Media (Volumetric Gen 3) takes this a step further by making the content itself fully interactive for the end user. Instead of a TV producer choosing the best angle, the viewer can choose their own angle in real-time, effectively becoming their own director 3. This is akin to the difference between watching a recorded game versus navigating within a video game replay – the latter gives you free control. Crucially, new AI-driven models like Skyrim.AI’s Echo are reducing the technical barriers. Echo, for example, is an AI reconstruction model built specifically for sports that can achieve broadcast-quality 3D
output with as little as one-third the number of cameras previously needed 10. (A traditional soccer volumetric capture might use 90 cameras around the pitch, whereas Echo aims to cut that to ~30 while preserving quality. 11) Fewer cameras and smarter software mean spatial media can be deployed live in arenas without an army of hardware, making truly interactive 3D sports experiences feasible and cost effective.
Another hallmark of this evolution is real-time processing. Early volumetric video often meant waiting hours or days for renders. Today’s spatial media systems are striving for instant reconstruction so that a thrilling slam dunk or goal can be relived from any angle within seconds. This transforms replays into immersive moments: imagine pausing a live NBA game and circling around a dunk in 3D slow-motion to see exactly how a defender’s hand missed the block by inches. This level of immersion was impossible with 2D media. As Skyrim.AI’s industry report notes, fans can now customize camera angles and immerse
themselves in the action, much like playing a video game, blurring the line between watching and participating 12. It’s a fundamental shift from “we show, you watch” to “you choose how to watch.”
Why It Matters Now
Sports media is a massive global industry, valued around $230 billion annually, encompassing broadcast rights, advertising, and emerging digital platforms. This lucrative market is ripe for disruption. Importantly, sports audiences are driving the adoption of spatial media more than any other category 13. According to Skyrim.AI’s State of Spatial Media 2024 report, media & entertainment have led early volumetric experiments, with sports emerging as the dominant category pushing innovation and scale 14. There are a few key reasons why this is the moment spatial sports media is poised to take off:
Technology Convergence: Advances in AI, cloud computing, and 3D graphics now allow what was science fiction a decade ago. The introduction of “Gen 3.0” volumetric solutions means the technical hurdles – camera count, processing time, bandwidth – are being overcome 10, 15 For example, new AI models can intelligently fill in perspectives, compress data, and stream 3D content efficiently, making live spatial broadcasts achievable.
Consumer Expectations: Today’s sports fans (especially younger ones) crave interactivity and personalization. They’ve grown up with video games and rich 3D graphics, so a flat 2D broadcast feels antiquated. Spatial media offers an experience undeniably better than 2D – more immersive, more interactive 16. This can be a powerful lure to keep fickle viewers engaged. As one Nvidia case study describes, the vision is that “every major sporting event is captured spatially in 3D,” so fans worldwide can enjoy a unique perspective of each game in a personalized manner 17.
Market Saturation of Traditional Media: With traditional broadcast viewership stagnating, leagues and networks are seeking the “next big thing” to captivate audiences. Immersive media could rejuvenate how sports are packaged. The global sports media rights market (~$60B) is competitive and fragmented 18, and spatial media offers a new differentiator. Early movers can create premium offerings (imagine a “spatial season pass” for fans to re-watch games in interactive 3D) and possibly command new revenue streams.
Post-Pandemic Acceleration: The pandemic forced sports to experiment with new digital fan experiences (virtual fan zones, augmented reality stats on broadcasts, etc.). This accelerated acceptance of non-traditional viewing. Now, spatial media stands as the next step to bridge the gap between in-person and at-home experiences, letting at-home fans feel virtually present in stadium. Executives recognize that to attract global fans (who can’t attend in person), offering immersive remote experiences is key.
In short, the technology has matured at a time when the industry desperately needs fresh ways to engage fans. The State of Spatial Media report forecasts that in the next 18–24 months, as costs drop and real-time performance improves, Spatial Media will position itself as a mainstream format in sports. 19, 20 The potential to disrupt how $230B worth of sports content is produced and consumed is enormous – and it’s already beginning.
Use Cases for Teams and Broadcasters
The implications of spatial sports media span the entire sports ecosystem, from content creation to fan engagement to monetization. Here are some high-impact use cases and why sports executives and producers should care:
Immersive Replays for Fans: Give viewers the power to relive big moments from any angle. A fan watching at home could, for instance, pivot around a goal scored and see the shooting lane open up from the striker’s perspective, or step “courtside” to watch a buzzer-beater in basketball. This level of immersive replay deepens engagement and can be offered as a premium feature on streaming platforms. It turns highlight reels into interactive experiences rather than passive videos, which is especially appealing to younger, tech-savvy fans used to controlling their media.
Virtual Camera Angles & Custom Broadcasts: Broadcasters can utilize spatial capture to create angles that were previously impossible – floating right above a quarterback to show a play developing, or getting a referee’s-eye view of a controversial call. Producers can seamlessly move a virtual camera through the 3D scene, producing cinematic shots without needing a physical camera rig in that position 21. This enhances storytelling and analysis; for example, a 3D telestration could fly around a soccer free-kick wall to show gaps in real time. Networks could even offer viewers customizable broadcasts, where each user might choose their preferred camera or interactive timeline while the core commentary audio remains synced. This level of personalization can differentiate a broadcaster’s product in a crowded media landscape.
Monetization via Ads and New Sponsorship: Spatial media opens new inventory for augmented advertising. In an interactive 3D replay, sponsors could place virtual signage on the field that is seen by fans exploring the replay (without affecting the live players). Or consider product placement – a fast-food sponsor’s logo could pop up at the 3D location of a game-winning shot, viewable as the fan rotates around that scene. Because the content is digital, the possibilities for dynamic ads are endless (and could be personalized per viewer). Additionally, spatial content itself can be monetized: teams might sell “immersive highlight packages” or VR ticket experiences that let fans virtually attend games from the field level. The data analytics generated by spatial media – such as which angles fans watch most, or how they interact – is also valuable to sponsors and advertisers for targeting. All these represent new revenue streams beyond traditional broadcast commercials 22 .
Enhanced Coaching and Player Performance Analysis: Spatial captures aren’t just for fans – teams can leverage them for coaching insights. Instead of relying only on 2D film, coaches and analysts can review plays in 3D, scrutinizing formations and player techniques from every angle 23. This can reveal insights that traditional game film might miss, such as a quarterback’s exact field of vision on a play or whether a defender’s positioning was off by a foot. Some clubs are already experimenting with VR training, and spatial media provides the actual game data in three dimensions to feed those systems. In addition, training staff can analyze collisions and player movements volumetrically to better understand injury mechanisms – essentially using 3D replays to enhance player health & safety assessments 24 . Identifying how an injury happened (e.g. angle of impact on a knee) or spotting technique flaws is easier when you can examine the action from any perspective.
Fan Engagement and Loyalty Programs: Teams and leagues can integrate spatial media into their fan apps to drive year-round engagement. Imagine a loyalty program where fans earn points for watching and interacting with 3D highlights, or a social feature where fans can share a short clip of the exact angle they found of a winning play. These interactive, shareable moments can amplify organic reach on social media, as fans will circulate the coolest perspectives they discover (think of it like a next-gen sports meme or TikTok clip, but in 3D). Early adopters of spatial content can position themselves as tech-forward brands, appealing to younger demographics.
Getting Started with Spatial Media
For sports organizations looking to dip their toes into spatial media, the good news is that you don’t have to build a Holodeck from scratch. A number of platforms and partnerships are emerging to help teams and broadcasters pilot this technology.
One entry point is through industry alliances. The newly formed XR Sports Alliance, for example, is a consortium of tech companies (Accedo, Qualcomm, Skyrim.AI, among others) working to accelerate next-generation sports viewing experiences 25, 26. By joining such alliances, a league or broadcaster can collaborate on pilot projects, share knowledge, and get support from experts in immersive video production, distribution, and monetization. The goal is to minimize fragmentation and develop common standards so that spatial/XR experiences can scale across the industry 27. In practical terms, an alliance might help a sports event deploy a trial of spatial media for select games and collect data on fan engagement, without the team having to invest in the full tech stack alone.
On the technology front, companies like Skyrim.AI are offering platforms to bring spatial media to life. Skyrim.AI’s solution comes in two key parts: Echo and Atlas. Echo is the AI reconstruction engine – “the world’s fist fully AI-native volumetric video solution” built specifically for sports 28. It has been trained on tens of thousands of 3D sports captures and can deliver high-quality 3D output with far fewer cameras and lower latency than traditional methods 10. Early access programs like the Echo Vanguard Initiative invite innovative partners (teams, rights holders, researchers) to test Echo on their own content, to see how it can reduce capture costs and streamline workflows 29, 10. This is a great opportunity for sports producers to experiment with volumetric footage they already have (or stage a trial capture) and evaluate the results.
Atlas, on the other hand, is Skyrim.AI’s end-to-end spatial media platform for live events. It can be deployed as a mobile unit (for a temporary setup at an event) or installed permanently in a venue 30. Atlas is designed to provide value not just to fans watching in 3D, but to all stakeholders – coaches, broadcasters, sponsors, etc. Out-of-the-box, it supports features like free camera movement (multiple virtual camera outputs from a single capture system) 31, integrated game analytics (ball tracking, player stats overlaid on the 3D visuals) 32, player health monitoring via motion data 33, and even brand analytics that track sponsor logo exposure in these new immersive feeds 34. In other words, Atlas is positioning itself as a comprehensive platform where all the data and video from a spatial capture can be managed and utilized in real time. A sports executive could use Atlas to both enhance the fan experience (through interactive viewing and AR effects 35) and extract insights (through data analysis modules) from the same 3D content.
When getting started, a sensible approach for a team or broadcaster is to run a pilot project on a lower-stakes event or a portion of a game. For example, a basketball league might capture the All-Star game or a Slam Dunk contest spatially as a trial, or a broadcaster might offer one “immersive replay angle” during a live stream to gauge audience interest. Partnerships with companies like Skyrim.AI or members of the XR Sports Alliance can provide the technical know-how and equipment. It’s also wise to involve digital teams and marketing early – as the value of spatial content can extend into social media and fan apps, those teams will want to plan how to distribute and promote the new experience.
Finally, staying informed through industry research and thought leadership is key. The fact that Skyrim.AI publishes an annual State of Spatial Media report and hosts a podcast on the topic indicates how quickly this field is evolving 36, 37. Sports executives should treat spatial media not as a sci-fi concept, but as an imminent reality – one that is backed by a growing body of case studies and metrics. The disruption of the $230B sports media industry is on the horizon, and early adopters stand to gain a significant competitive edge in fan engagement and revenue. The bottom line: spatial sports media matters because it redefines how content is created, experienced, and monetized. Those who embrace it now will help shape the future of sports entertainment.
Footnotes
1, 2, 3, 4, 22, 23, 24 - Spatial Sports Media by Skyrim.AI [2025], https://www.skyrim.ai
5, 6,12,13,14,16,19,20,36,37 - The State of Spatial Media - 2024 [2024], https://www.skyrim.ai/post/the-state-of-spatial-media-2024
7,8,10,11,15,28,29, - Echo by Skryim.AI [2025], https://www.skyrim.ai/echo
9,25,26,27 - Framework for accelerating the commercialization of XR sports services. [2025], https://www.accedo.tv/xr-sports-alliance
17,21 - Revolutionize Sports Media with Immersive Spatial Experiences | NVIDIA [2025], https://www.nvidia.com/en-us/case-studies/skyrim-ai-sports-media-spatial-experiences/
18 - Sports broadcasting is evolving before our eyes | Law Offices of Howard L. Jacobs [January 31st, 2025], https://www.athleteslawyer.com/blog/2025/01/sports-broadcasting-is-evolving-before-our-eyes/
30,31,32,33,34,35 - Atlas by Skyrim.AI [2025], https://www.skyrim.ai/atlas
39,39,45,51,54,55 - Poll: Gen Z viewers 'losing interest' in live sports [May 17th, 2024], https://www.sportsbusinessjournal.com/Articles/2024/05/17/gen-z-live-sports/
40,52,53,59,60 - New study finds AR graphics, sports analysis, and replay crucial for engaging younger audiences - Vizrt [June 20th, 2023] , https://www.vizrt.com/vizrt/press-center/engaging-younger-sports-audiences/
41,42,48 - 80% of Gen Z Watches Games on Their Phone [2023], https://www.modernglobe.com/the-end-of-sports-bars-80-of-gen-z-watches-games-on-their-phone/
43,49 - Live Games on TikTok? Decision-Makers Are Rethinking Sports Viewership for Gen Z [December 9, 2020], https://pro.morningconsult.com/articles/gen-z-future-of-live-sports
44,46,47,50,56,57,58 - New Voices Under 30: What impact does Gen Z’s sports viewing habits have on live events? [November, 11th 2024], https://www.sportsbusinessjournal.com/Articles/2024/11/11/new-voices-under-30-gen-z-impact/
61,62,63,64,65,66,67,68 - Skyrim.AI Unveils the Sports AI Agent, Ushering in the AI Agent Revolution by Skyrim.AI [2025], https://www.skyrim.ai/news/skyrim.ai-unveils-the-sports-ai-agent%2C-ushering-in-the-ai-agent-revolution
