AFL to introduce Amazon Just Walk Out technology for checkout-free purchases at Marvel Stadium

April 4, 2023

Hospitality / Retail / Sport / Technology / Venues /

Marvel Stadium will become the first venue in the Southern Hemisphere to introduce Amazon’s Just Walk Out technology for checkout-free purchases.

Designed to modernise Marvel Stadium’s food and beverage and improve the fan experience at the venue, fans will be able to purchase items without needing to wait in line to checkout, scan them or interact with staff.

Set to be introduced at two outlets in the venue - one F&B outlet and one bar - the project is being supported by Marvel Stadium’s F&B partner Delaware North and technology partner Telstra.

In operation, the technology uses artificial intelligence-style computer vision and deep learning techniques to accurately determine who took what in any retail environment.

Amazon has built synthetic datasets to mimic millions of realistic shopping scenarios, including variations in store format, lighting conditions and crowds of shoppers to ensure accuracy in any environment.

Fans using the stores to purchase alcohol at Marvel Stadium will be required to show their ID to a store attendant for age verification.

Kylie Rogers, the AFL’s Executive General Manager of its Customer and Commercial Division, said the system would help Marvel Stadium become the most technically advanced sports venue in the world.

Rogers advised “we are continually looking at new ways to innovate and modernise our fan experience, and we know everyone will love the fast, convenient experience that Amazon’s Just Walk Out technology will deliver.

“Ultimately, this is about the fans, bringing them a next-generation stadium experience so they can spend more time enjoying the footy.”

Dilip Kumar, Vice-President of AWS Applications, added “it’s a big day for our Just Walk Out technology as we announce our first implementation in the southern hemisphere with two major Australian sporting institutions - AFL and Marvel Stadium. We’re proud to bring our convenient checkout experience to fans across the globe so they can get what they need and get back to their seats faster, never missing a moment of the game.”

Just Walk Out stores are in use at several sports venues across the US, including TD Garden, home of the NBA’s Boston Celtics and NHL’s Boston Bruins, and Climate Pledge Arena, home of the NHL’s Seattle Kraken.

Images: Renders of the Just Walk Out technology at Marvel Stadium.

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