Homegrown innovation in virtual sports | Beyond Sports

Our former venture, Beyond Sports, innovatively blends technology and sports through virtual recreations to provide insights and improve training methods.

Leading up to the FIFA World Cub 2014, we wondered how to merge our passions for sport and data and make the outcomes accessible to a larger audience. This led us to develop a VR tool that the Royal Netherlands Football Association (KNVB) utilized for player improvement in preparation for the World Cup. Soon after, Beyond Sports was born from our innovation lab.

The Beyond Sports engine originally specialized in creating Virtual Reality (VR) simulations of real sports matches, using post-match football data. However, it has since evolved to offer real-time 3D virtual recreations of live sports matches. Picture the ability to switch between your perspective, that of another player, a bird's eye view, or even the opposition's viewpoint. Visualize player distances or receive coaching instructions within VR regarding player positioning. The future is now.

2014

Pro match analysis and reliving

Back in 2014, Beyond Sports was at the forefront of revolutionizing player and coaching staff comprehension, as well as training techniques, through the immersive world of VR. Its software significantly enhanced sports analysis and simulations, leveraging cutting-edge technology to elevate players' skills to new heights. Match data became a vital tool for visualizing various aspects, including distances, team formations, player speeds, and more. This arsenal provided coaches with a potent tool for match analysis and player training, specifically tailored to club-specific tactics. Beyond Sports utilized devices such as the Oculus Rift, Gear VR, and even mobile phones with Google Cardboard to bring VR experiences to the players and staff.

Our commitment to innovation extended well beyond the field. Beyond Sports introduced a range of tools dedicated to enhancing fan engagement, allowing fans to immerse themselves fully in the match experience. They could relive thrilling match highlights from the perspective of their favorite players. Questions like "Would you have passed the ball?" found their answers as fans virtually stepped onto the field. All highlights were accessible on consumers' smartphones, using Google Cardboard or VR headsets to enhance the viewing experience.

2017

Bringing live sports into virtual worlds

In 2017, Fox Sports NL set out to bring VR technology to live sports to capture the attention of millennial fans. To make this vision a reality, they teamed up with ChyronHego and Beyond Sports to broadcast the first-ever live football match with computer-generated VR during the Feyenoord vs. PSV matchup. This VR experience was streamed in real-time on Twitch, resulting in 37,000 overall viewers, 206 minutes of watch time (at the time Twitch's average was 106 minutes per day), and 250 clips (re)created by users.

In partnership with FOX Sports Eredivisie and with the backing of KPN, Beyond Sports also created a free application that allowed fans to experience the weekend's top goals in full virtual reality, from the players' perspective. Users had the option to choose a player and completely immerse themselves in the moment, feeling as though they were right on the field. This innovation has struck a chord, especially with the 8 to 18-year-old demographic.

Moreover, the media company leveraged the data supplied by Beyond Sports to provide football analysts at Fox Sports with additional tools. These analysts dived into the pivotal moments of matches in virtual reality, enabling them to review not just goals but also other crucial aspects of the games. Other media companies, including the likes of Sky Sports, quickly followed suit.

2018

Changing the way sports are being consumed

In 2018, Beyond Sports took flight on its own path. Today, it has evolved into an AI-based visualization company, fundamentally reshaping the way broadcasters, teams, clubs, and brands engage with sports. Sony acquired Beyond Sports in 2022, but we’ve remained committed to offering support as their creative partner and advisor whenever it's required.

Nowadays, Beyond Sports actively creates live alternate broadcasts and highlights in collaboration with major leagues like the NFL and NHL. Through these partnerships, they connect these leagues with intellectual property (IP) holders, fostering engagement and building a loyal fan base among all generations, but mainly a younger demographic. Beyond Sports customizes viewing experiences on various virtual platforms, including web-based systems, Unreal Engine, Unity, Roblox, and more.

For instance, in partnership with Nickelodeon, CBS, and Next Gen Stats, Beyond Sports live-streamed the 2021 NFL Wildcard Game using an animated 'Blockie Style' alongside the regular match. This resulted in unique footage that appealed to both existing and new fans. While CBS televised the actual game, Nickelodeon featured the animated version, drawing millions of viewers. The broadcast and live graphic design received a 2021 Sports Emmy award. In 2022, a similar approach was taken for the broadcast, but this time the highlights featured 3D-rigged models of the Teenage Mutant Ninja Turtles, partnering with the Nickelodeon animation team.

In 2023, Beyond Sports, the NFL, and ESPN teamed up to recreate the Jaguars-Falcons London game in Andy's Room, a beloved location from Disney's Toy Story series. The real-world and Toy Story versions of the match unfolded in parallel. It resulted in the most viewed live event on ESPN+ ever and the biggest live event to date on Disney+. Collaborating with Disney and the NHL, a close partner since 2018, Beyond Sports brought the NHL Big City Greens Classic to life in 2023, followed by a second edition in 2024.

In May 2024, Beyond Sports and ESPN won three Sports Emmy Awards for their Toy Story Funday Football broadcast. The innovative alternative aired on ESPN+ and Disney+ alongside the regular NFL game, engaging new audiences and securing wins in three categories: ‘Outstanding Studio or Production Design/Art Direction’, ‘The George Wensel Technical Achievement Award’, and ‘Outstanding Graphic Design - Event/Show’.