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Sports Execs Talk Relatively Slow Embrace Of VR Across Industry Landscape So Far

STRIVR Labs Founder & CEO Derek Belch on the second day of the NeuLion Sports Media & Technology conference started a roundtable panel on VR by stating that the industry is not panicking because consumers haven’t adopted to the new technology as quickly as pundits predicted a few years ago. Belch: “Virtual Reality is not in the trough of disillusionment. ... There’s no need to be pessimistic. We just need to be realistic.” MLBAM VP/Games & VR Jamie Leece said the high cost for consumer hardware has been an imposing barrier to entry in the market. “The big challenge we’ve had is that you need a $2,000 computer and $800 headset at home,” he said. “Most people aren’t buying that kind of computer anymore. They’re using laptops or iPads to do their work. For mobile VR, if you don’t have a pixel phone or a Samsung phone it can be a barrier for people.” That may change some with all-in-one devices being introduced by Facebook’s Oculus and Google that will cost just a few hundred bucks and will not require iPhone users to switch to Samsung.

PRACTICE MAKES PERFECT: STRIVR’s Belch noted, “Players don’t get as much practice as they used to, and arguably, they could use some more given the play early in the season. (STRIVR) gives the player the ability to experience that rep as often as they want to. We can help with preparation, comfort, and backup players who don’t get as many reps. Starters have told us, 'I know I’m going to get that play once on Thursday (at practice) and I better be ready for it on Sunday (in the game).'" Leece said the learning curve is pretty steep for creating engaging programming with the immersive technology. “When you jump into VR, all the rules are gone,” he said. “Everything you know about how to tell a story is gone. We’re still in the embryonic stage of how to tell the story (in VR) and have the consumer interact with it.”

HITTING PAYDIRT: The applications for STRIVR’s training programs go beyond football and sports in general. Belch: “Last summer Walmart called us out of the blue. They said, ‘We saw your training for quarterbacks. Can you show us what you can do for our employees?’” The VR startup exec added this is now a focus for the company. Belch: ”We’re not focused on entertainment, we’re focused on training. If you look at how big sports can be, relative to how big the business world can be, it’s a no brainer.”

BATTER UP
: Fan consumption is growing on MLBAM’s VR offerings. Leece said data from the VR version of its popular At Bat app show “people who are using it are using it again and again and session times are getting much longer.” Additionally, Leece said the virtual Home Run Derby has scored, giving fans and especially families another reason to go to the ballpark. Leece: “A lot of clubs see it as another great activation for fans along with pitching machines and interactive experiences. It’s something you can’t get at home. It’s the other side of the ‘consumer adoption (of VR hardware) has been slow.’ It can only be experienced for the most part at the park as it’s not readily available.” Another bonus, as it turns out, is that hitting home runs does not make VR users as nauseated as, say, flying a starship. “One of the big restrictions (in using VR) is locomotion,” said Leece, “moving around, or having the world move around you, can cause nausea. One of the great things about baseball is you stand around during an at bat.” Leece said a Padres official came to the All-Star Game in Miami just to see the Home Run Derby VR experience. It was set up in Petco Field during September, and the D-backs also had one on their home concourse in September and throughout the postseason. The MLBAM exec said fans should look for them at other ballparks next season and added, "The plan for next year is to take stock of which clubs want to have it. It’s not that much extra effort to add another ballpark.”

EXTRA POINT
: Belch praised MLBAM and the PGA Tour's efforts to support and promote VR. “They have been the most forward thinking,” he said. “If the governing bodies don’t do anything, it’s not going to take off. You can’t just rely on people to make YouTube videos in VR and expect people to watch it.”

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