How innovative digital technology is allowing fans to engage with Rugby in new ways

by Will Matthews · July 25, 2024

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Digital.

In the run-up to the 2023 Rugby World Cup, Meta, one of the tournament’s sponsors, paraded a unique virtual reality (VR) experience across France to promote the event and introduce people to the next generation of immersive digital technology.

Fans were invited aboard a train to create personalised avatars and join the French national team in VR, singing the Marseillaise on a rugby pitch using Meta Quest headsets.

Crafted for the untethered Meta Quest 2, this two-person experience put fans directly onto the rugby pitch, where they encountered the French team rendered as life-sized digital avatars. Abandoning traditional controllers, the experience utilised gesture control, allowing users to engage in fist bumps and high-fives with the players. With a simple raise of their arms, fans could unleash the roar of the crowd and join in a heartfelt rendition of the French National Anthem.

The VR experience also coincided with Meta’s use of augmented reality (AR), which it showcased at each of the nine cities hosting World Cup matches. Here fans were able to leverage AR technology to enter a locker room and try on various themed costumes using Instagram filters.

A Different View of the Game: Rugby’s Digital Transformation

Meta’s use of VR and AR is not the first time fans have been able to enjoy the immersive technology in a rugby environment. In 2019, Ulster Rugby unveiled a 3-minute VR experience that offered fans a behind-the-scenes look at game night, featuring pre-match routines, team talks by captain Rory Best, on-pitch action, and crowd reactions from games against Connacht and Dragons.

A year later, Scottish Rugby introduced a similar technology. Here fans were offered the chance to join a training session with the national team. Collaborating with Cake Group (Havas), the project involved advanced 360-degree video capture technology to create a VR simulation of a Six Nations training session. Users could sprint with the team at speeds up to 25mph and feel physical interactions through a haptic vest paired with VR headsets, enhancing the realism.

Engaging With Rugby in New Ways

As developers embrace the opportunities presented by new digital technology, we’re able to engage with rugby in new and unique ways. Meta’s Rugby Kicks VR, for example, a game themed around penalty and conversion kicks, has brought the technology into the home.

Meanwhile, more games are being created for mobile and tablet technology. Desktop Rugby for Switch and Flick Kick Rugby for mobile are a couple of simple but effective examples. In iGaming, the sport is also the inspiration behind the five-reel slot, Rugby Star. KingCasinoBonus UK lists some of the best bonus offers to play the game at online casinos like MrQ where fans have come to enjoy seeing the rugby-themed symbols and atmospheric sounds.

More traditional video games are also becoming increasingly immersive such as Big Ant Studios’ Rugby 25 with its life-like graphics. Currently available through Early Access on Steam, it has been described as “the largest and most ambitious rugby video game development to date.”

The infusion of innovative digital technology into the world of rugby is transforming how fans engage with the sport, offering unprecedented levels of immersion and interaction. As digital technology continues to advance, its integration into rugby showcases a broader trend in sports entertainment – one where fans are no longer passive observers but active participants. This trend not only enriches the fan experience but also helps cultivate a deeper connection to the sport