Utah Jazz Creates an Immersive Metaverse Experience to Connect with Fans
Brand: Utah Jazz
Date: Jul 2023
Overview
The Utah Jazz, focused on building deeper relationships with fans through unique experiences, sought to push the boundaries of how fans experience their favorite franchise beyond the traditional game-day atmosphere. Under the leadership of owner Ryan Smith, the team embraced the future of digital engagement by developing the JazzXR program, which brings fans into a virtual, extended reality (XR) space using the power of the Spatial SDK, powered by Unity.
The goal was simple: to make fans feel like they were part of the team through an immersive experience that blends the real world with the digital realm and creating a new way to experience the Utah Jazz brand.
Challenge
Developing a Cutting-Edge Fan Experience in the Metaverse
The Utah Jazz needed a unique solution to engage their fanbase on a deeper level, expanding beyond physical arenas and into the digital realm. With a growing focus on community and fan interaction, the challenge was clear: how could the Jazz provide an experience that offered fans a deeper, more intimate connection with the team while maintaining the excitement and engagement associated with live basketball games?
It was crucial for this digital space to feel personal, interactive, and innovative, while leveraging the growing popularity of the metaverse to create something that stood out in the crowded digital landscape.
Solution
The Utah Jazz Locker Room Experience in the Metaverse
To answer this challenge, the Utah Jazz partnered with Spatial and used the Spatial SDK , powered by Unity, to create a futuristic virtual locker room, which served as the heart of their JazzXR experience. Fans who purchased limited-edition NFTs gained access to a private space where they could interact with Jazz players, virtually meet owner Ryan Smith, and engage in live Q&A sessions. The experience, powered by Spatial's immersive platform, allowed users to enter a uniquely enhanced version of the locker room, bringing the team's environment to life with bold colors, surprise elements, and interactive opportunities that mimicked real-world conversations.
While the NFTs served as the digital ticket to the experience, the true value was in the engagement and connection fans felt as they interacted with avatars of players and staff. This was the first of many planned experiences, highlighting the Jazz's commitment to utilizing the latest digital technology to foster community and create more personal connections with their global fanbase.
Result
Redefining Fan Engagement in the Digital Age. Using the Spatial SDK, powered by Unity, The Utah Jazz's JazzXR program has enhanced fan engagement by creating an immersive metaverse space where fans can interact with their brand and feel a part of the team.
Average Session Time
m
Mobile Users
%
Countries of Users
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Quote
"I am ecstatic to be able to offer such a unique and groundbreaking experience for the Utah Jazz fan base and beyond. This NFT program is our opportunity to show the world that technology is thriving in our state, and we intend to be on the forefront of innovation as we move forward."
Ryan Smith,
Jazz Owner
"I firmly believe that the most productive, sustainable and purpose-driven NFTs will always be the ones involving a real experience that the community truly cares about. In working with Spatial on the Utah Jazz extended reality project, I was moved to see how the metaverse could bring fans from all around the world together in a more intimate way than ever imagined before. If NFTs continue to be sold with the community in mind, experiential NFTs will be adored by buyers for a very long time to come."
Riley Demp,
NFT Strategist for Utah Jazz
Key Information
Key Information: Utah Jazz
- Owner: Ryan Smith took over the Utah Jazz in December.
- Innovation Focus: Smith's goal is to push technological boundaries to enhance fan engagement and interaction.
- NFT and Virtual Reality: In collaboration with Riley Demps, Smith explored NFTs and virtual reality as a way to engage fans with less physical contact but the same intimacy.
- Groundbreaking Event: Utah Jazz became the first professional sports program to pair an NFT with access to a virtual locker room.
- This took over six months to complete and happened on a Friday night. - Collaboration: Krista Kim (contemporary artist and founder of Techism movement) and Gia Valentina played key roles in creating the virtual space.
- Metaverse architect Michael Potts also contributed to the project. - NFT Experience: Those who purchased an NFT on Sept. 7 gained access to:
- A virtual tour of the arena.
- A virtual locker room meeting with Smith.
- A 45-minute Q&A session with Smith on NFTs, the Jazz, and more. - Smith's Vision: Smith wants to make Utah and the Jazz a unifying force for both local residents and global fans.
- He values personal connections with the coaching staff and players, demonstrating leadership beyond just ownership. - Ownership Philosophy: Smith believes all owners, regardless of majority or minority status, should have a voice, a sentiment echoed by fellow owner Dwyane Wade.
- Future of NFTs: Smith and Demps envision continued fan engagement through NFTs and virtual experiences, with plans to expand these initiatives in the future.
NFT and Virtual Reality Collaboration
- Fans can access the virtual locker room by purchasing NFT tickets, allowing them to meet players in an immersive environment.
NFT Strategy
Experience Focus
- JAZZ XR Program: The Utah Jazz launched the first-ever digitally designed NFT, paired with a live experience, allowing participants to engage with Jazz icons in a virtual locker room.
- NFT Launch: The NFTs, minted on the Ethereum blockchain, were available for purchase from September 7-15 through Rarible. Only 30 NFTs were offered in this initial sale, with the option to include Oculus VR headsets.
- Virtual Locker Room: NFT holders gain access to a virtual version of the Jazz locker room, enhanced with bold colors and surprise elements, created by artist Krista Kim and VR architect Michael Potts.
- Technological Innovation: The program merges augmented, virtual, and mixed reality (JAZZXR) and aims to engage fans in the metaverse. A portion of the proceeds benefits Utah non-profits.
- Unique Fan Experience: Hosted on Spatial, participants can interact in real-time with avatars, including a Jazz host, and enjoy immersive conversations in the virtual locker room.
