Kindred Group’s innovation arm Kindred Futures is exploring how mixed reality could be used in the gambling industry through a partnership with augmented reality specialist Zappar.
Mixed reality (MR) is the merging of real and virtual worlds to produce new environments where physical and digital objects co-exist and interact in real time, encompassing both augmented reality and augmented virtuality.
Zappar has already developed MR technology with its smartphone-enabled ZapBox, and will be working with Kindred Futures to understand how the technology will change the way consumers interact with sporting data.
“Kindred Futures has always been committed to seeking out the most interesting and innovative companies to explore the future of gambling,” said Will Mace, head of Kindred Futures. “Our largest brand, Unibet, has the tagline “Luck is no Coincidence” and this exploration with Zappar allows punters to discover and interact with data like never before – leveraging Opta data to provide insights that can help them make more informed decisions.
“We’re very passionate about ensuring that audiences are given enough data to make sensible gaming decisions and think that our experiment with Zappar is an exciting step in the right direction.”
Kindred Futures and Zappar are examining the way in which sports and sporting data are consumed by building prototypes based on high-profile events such as the 2017 Champions League final and the T20 cricket game between South Africa and England.
“The main barrier of getting mixed reality to the mass market is the cost of new hardware,” said Zappar’s senior business development manager Jeremy Yates. “There’s an exciting future of data visualisation, with mixed reality providing an immersive and engaging way to both view and interact with information.
“This exploration is all part of our goal of democratising this technology. We’re very excited about partnering with Kindred to see how we can drive innovation and bring the future closer to today.”