The Cleveland Cavaliers have been using 3D projection mapping before games at Quicken Loans Arena for a few years now, including during the number retirement ceremony for fan favorite Zydrunas Ilgauskas before a game in 2014.
This year, the defending NBA champions not only raised a banner celebrating their long-awaited title to the rafters of “the Q,” but they’ve expanded their use of 3D mapping to halftime and timeouts, giving the fans who come to the arena even more to cheer about than the team itself.
Using a combination of 3D mapping techniques and video content produced by the Cavaliers’ QTV team and Christie Pandoras Box, Quince Imaging has transformed the Cavs’ home court into an immersive environment featuring a classic pong-style game with participants competing against each other from each end of the court.
The Cavaliers Arcade has participants at each end of the court to battle during a timeout using motion-tracking rackets to pass the virtual ball back and forth from one end of the court to the other.
“We created something with the interactive gaming that fans haven’t seen before and are getting excited about,” said Eric Gazzillo, display designer at Quince Imaging, in an announcement about the new feature. “Teams are always trying to develop additions to their menu of sponsorship opportunities: interactive court projection or games, for example, are a menu item that almost no one else has and that is going to be very attractive to sponsors.”
Gazzillo recently learned that sponsors are as interested in the fan experience in the arena but also after the event when the experience is all over social media, websites and other online platforms.
“We introduced the interactive games because those are attractive to the fans, who will then put the experience on Instagram, Facebook Live and other social media sites. We try to get something unique to get the fans excited, get them tweeting and putting it on Snapchat,” he said.
The Quince Imaging team continues to develop additional on-court entertainment – keeping the fans’ focus on the court during the pre-game, timeouts and halftime.
“We started with player tracking and it has grown over time to getting not just the players tracked, but getting the fans engaged as well – like with the pong-like game,” said Gazzillo. “It’s been a huge hit and we’re still finding out the many things Pandoras Box can do for us and are using it more as time goes on.”
Quince Imaging works with the Philadelphia 76ers and is discussing opportunities with other NBA and NHL teams potential clients, says Gazzillo.
Cavaliers owner Dan Gilbert is not afraid to incorporate the best technology into Cavaliers game presentation. Quickens Loans Arena is also home to the largest HD scoreboard in any arena, a 5,550-square-foot LED scoreboard at the center of the building that earned ANC an Integration Award in 2015.