Sports Technology

Rapid growth in facial recognition technology has the potential to drive new fan engagement revenue streams with augmented reality (AR) and virtual reality (VR) business Magnify World today announcing the signing an agreement with Faceware technologies and Image Metrics of Hollywood to represent their range of face mask innovations.

The agreement will enable sport fans to use real time face masks, instantly painting their face with any animation or team colour, then take a selfie or a video clip to share on social media before, during or after the game. 

Stadium owners and leagues can also integrate the technology into their camera systems and zoom into a crowd and paint a fans face in real time, loading the screen shots for everyone to see.

Matt Coleman, Magnify World’s Head of Innovation, explains “(this) is a new marketing and branding platform for advertisers (backed by) a range of global case studies from over 100 United States colleges and the RIO Olympic Games that offered massive revenue results and branding.

“In addition there is a new kiosk available for merchandise areas and around the stadium both indoor and outdoor.” 

The partnership comes as new facial recognition technologies achievee mainstream status with millions of users sharing their animated photos through companies like SnapChat and Facebook with their camera effects platforms. 

Only last week Apple added AR selfie backgrounds to their new iPhone X and facial recognition for security. 

Peter Busch, Vice President of Business Development at Faceware Technologies/Image Metrics comments “after our keynote at the Magnify World Expo in 2017 and the North American success we are now rolling out a range of targeted sports designs available to the Australian and New Zealand markets and Asia Pac region.”

Busch sees that technology that was originally developed for Hollywood movies - such as Brad Pitt in Benjamin Button, and gaming markets (sporting characters in PlayStation and Xbox games), adding “fans will be able to share their favourite face masks with their friends while stadiums can interact with fans and use stadium cameras to paint their faces on the jumbotron.”

Faceware 
Faceware Technologies is the most innovative and experienced facial motion capture technology provider in the world, and has become the gold-standard for facial motion capture and animation tools. Faceware’s hardware and software represent complete solutions for the interactive entertainment, film, video game, television, and commercial markets for clients such as Microsoft, 2K Sports, Electronic Arts, Sega, Sony, and more. Faceware Interactive is a division of Faceware Technologies, with a focus on bringing interactive experiences to companies across multiple industries.
 
Image Metrics
Image Metrics is a world leader in facial analysis and detection software. Through patented algorithms, Image Metrics created its own platform to enable augmented reality experiences for the world’s most innovative brands. Their patented technology detects even the most nuanced facial expressions and was part of L’Oreal’s Make Up Genius and Nissan’s Die Hard Fan applications. Image Metrics licenses its technology to its sister company, Faceware Technologies. 

For more information go to image-metrics.com

Magnify World
Magnify World is the creation of real time in game fan engagement for global sports fans and leagues using AR and VR. The company owns and operates one of Asia Pacific’s largest AR/VR EXPO having had over 2,700 delegates attend over the last two years.

For more information go to www.magnifyworld.com 

Matt Coleman is moderating a panel discussion at the Money In Sport conference on the Gold Coast tomorrow. 

Click here for details on the Money In Sport conference in the Australasian Leisure Management industry Calendar.

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