Experience a New Way of Watching Football (Soccer) with "Immersive Highlights"

The virtual recreation of the "Etihad Stadium" in FavoriteSpace is a place where Manchester City fans from around the world, called "Cityzens", can gather, cheer for their team, explore the stadium interior and enjoy various interactive activities like quizzes and mini-games.

"This is a `social entertainment space' that offers a new way of watching soccer— an experience you can't have at a physical stadium. It connects fans worldwide, creating a cycle where the passion generated here feeds back into support for the real team," says Tada.

One of the features exclusive to FavoriteSpace is "Immersive Highlights", which allows fans to view recreated highlights, like goal shots and big plays, from home games held at the Etihad Stadium from multiple angles, not just fixed camera angles typical of TV or videos. Fans can watch from a bird's-eye view, a player's perspective, or even enter the pitch as avatars, exploring the action from different viewpoints.

This is made possible by the optical tracking system of Hawk-Eye Innovations, a Sony group company since 2011. The system utilizes visual data from cameras installed in stadiums to track the movement of the ball and 29 key skeletal points of each player, including the players' hands and feet.

This technology was originally used to support officiating and add visual effects to broadcast footage," explains Tada. "Sony Group is strengthening its efforts in the sports entertainment business to create new, inspiring experiences through sports. Since 2020, Sony has partnered with Yokohama F. Marinos to analyze and utilize this data for player development. The idea of FavoriteSpace started from thinking about how this technology could be used for a wider variety of applications, and even by the fans themselves.

Viewing the highlight videos of home games from various angles using Immersive Highlights.

The Man City Virtual Etihad Stadium Where Fans from Around the World Can Gather

Yokohama F. Marinos are part of City Football Group, most known for Manchester City. This connection led to the realization of a partnership between Sony and Manchester City in 2021.

"With tracking data, we can recreate players' movements in 3D CG, allowing fans to review matches from angles they've never seen before. This idea of offering football (soccer) fans a new way to enjoy the game is what inspired the creation of this project," Tada explains.

And when a beta version was tested with select fans during the development phase, Immersive Highlights received an overwhelmingly positive response.

"We received a lot of feedback that it helped fans understand game tactics better. For example, fans could see exactly when a player spotted an opening and made the assist pass. This functionality lets fans see the decision-making process from various perspectives, uncovering insights that fixed cameras can't show," Tada adds.

Immersive Highlights are released after each home game and are also available in monthly digests.

On match days, the virtual Etihad Stadium really comes alive. While FavoriteSpace doesn't provide real-time streaming, fans can gather to share match predictions in the chat, cheer for their team, and exchange their thoughts while watching the game on TV or streaming services.

"Fans from around the world can come together in a virtual space. Through emotes, avatars can put their arms around each other or strike the same pose together. Even if they don't speak the same language, they can feel united in their support," says Tada.

An Integrated Experience Between the Virtual and Physical Worlds

Another popular feature available on FavoriteSpace is the stadium tour. Fans can virtually explore exclusive areas like the locker room and press room, making it perfect for commemorative photos.

Additionally, on match days, photos taken by users within FavoriteSpace are displayed on banners at the actual stadium. "We want to create a cycle where online experiences connect to real-life memories in the stadium," Tada explains.

Tada, who has years of experience in Sony's gaming and VR service divisions, deeply considered the value of fan interaction and the blend between the digital and physical worlds.

"This service goes beyond being just a tool for virtual interaction," he emphasizes. "It's about introducing a new way to engage with sports, strengthening bonds between fans, and integrating with real-life events. Our goal is to provide this kind of multi-dimensional experience."

Moving forward, Sony plans to further enhance communication features for fans.

"What we have now is about 30％ of what we envision. For example, we're exploring ways for fans to share highlights from unique viewpoints they discover, allowing `fan perspectives' to generate new insights for others."

Fans interacting in FavoriteSpace and photos by users displayed on the stadium's big screen

Collaboration with "Live Forever: Oasis 30th Anniversary Exhibition"

A photo spot at the venue modeled after an Oasis album cover, along with the same spot recreated in FavoriteSpace.

Oasis is a legendary band from Manchester, and its members, the Gallagher brother Noel and Liam, are known as passionate Manchester City fans. FavoriteSpace is collaborating with the 30th-anniversary exhibition "Live Forever: Oasis 30th Anniversary Special Exhibition," currently being held in at the Roppongi Museum in Roppongi, Tokyo until Saturday, November 23. A FavoriteSpace booth is located within the exhibition and showcases a Manchester City jersey signed by Noel.

In conjunction with the special exhibition, FavoriteSpace will feature a limited-time photo spot recreating the iconic album cover of Oasis's debut, "Definitely Maybe", which is also on display at "Live Forever: Oasis 30th Anniversary Special Exhibition," for three days only, from November 15 to 18. There will also be a chance for one fan to win a Manchester City jersey signed by Noel Gallagher. This campaign was brought to life in collaboration with Sony Music Entertainment, the sponsor of the special exhibition.

Through FavoriteSpace, Sony is striving to create unprecedented fan experiences through technology.

"The nature of professional sports and fandom has evolved significantly with technology. TV broadcasts removed physical barriers, and video recording allowed fans to transcend time. However, the experience of fans worldwide gathering in the same moment to cheer together hasn't yet been fully realized. We aim to make that possible through technology," Tada explains.

Designed as a place for fans to connect over their shared passions, FavoriteSpace is looking ahead to expand beyond Manchester City, football (soccer), and even sports into other fields. This new venture explores a model of fan engagement that blends real-world and online experiences, and it's only just beginning.