BT launches ‘most immersive sports viewing service’ with mobile app update

BT-owned mobile operator EE has announced what it calls the “UK’s most immersive sports viewing service.”

The new Match Day Experience features for the new BT Sport App are designed to take advantage of both 5G connectivity and the just-announced range of Apple iPhone devices.

The company said that Match Day Experience feature of the BT Sport app will offer an immersive experience that should help fans to better deal with an inability to get to grounds. In addition to pre-existing features like interactive timelines and multi-cam replays, the new features include a watch party aspect similar to what we have seen from Netflix, bufferless 360-degree viewing, a number of augmented reality features like stat overlays and, at a later date, support for Dolby Atmos sound.

The full array of Match Day Experience features will first be introduced for BT Sport’s live Saturday lunchtime Premier League match, with selected features also available for additional BT Sport programming including the UEFA Champions League, UEFA Europa League, the Emirates FA Cup and Gallagher Premiership Rugby,

Marc Allera, chief executive, BT’s consumer division, said: “We continually look for ways to offer customers new and innovative services, allowing them to make the most from their smartphone. Our new Match Day Experience features will provide an amazing array of ways to enhance their sports viewing – over the UK’s number one network for 5G.

“They can now watch the action live with their mates thanks to integrated video chat. Get closer to the game with the best ever 360° views, and view real-time stats and graphics projected on the pitch and around each player with Manager Mode. What’s more – only with us can they also get up-close and personal, with advanced Match Day Live AR features – ensuring that when they’re out and about, they can always get the best seats in the house.”

Commenting on the announcement, PP Foresight tech, media and telco analyst Paolo Pescatore said that “the integration of immersive features will resonate with fans as it will allow them to enjoy the match experience together (akin to being at the match or down the pub),” and that “the pace of innovation in sports tech over recent months has been phenomenal.