Xperiential Tech: Bring the Experience Home

Xperiential Tech

Group C - Giella, Lee, Newhall, Morel

American University
Xperiential Tech: Bring the Experience Home

Executive Summary

Technology firm, Xperiential Tech, has launched its new state-of-the-art virtual reality

(VR) technology, AnySeat, that brings game day experiences to fans at home. Xperiential Tech

is driven by fan experiences and believes all fans should be able to experience their favorite

events from anywhere. Through their application and VR technology, Xperiential Tech partners

with teams and organizations to bring in game interactive experiences to fans across the world.

They partner with teams and organizations across all sporting events to promote fan engagement

through sponsored activations within local communities across the United States.

Introduction/Background

In 2019, on average, around 66,000 fans on average attending an NFL game. With the

pandemic, live attendance has diminished, but the fans’ passion for live games has not. AnySeat

was created based on the current state of the world and its impact on live sports, but Xperiential

also believes AnySeat can be a new potential revenue stream for teams in the long run. With the

latest technology and information, AnySeat provides fans with an experience they’ve never

experienced before. AnySeat allows fans to use all VR headsets to attend any game from

different seats on the field, all from the comfort of their own home. AnySeat takes the sounds,

environment, and action from a live game, from a selected seat for an enhanced viewing at home.

AnySeat and its VR technology can be purchased by organizations or teams and sold to fans as

“seats”, as if the fans were purchasing a seat at any other game.

Product & Service Analysis

Between Verizon’s acquisition of Disney-backed Jaunt, Facebook’s Oculus acquisition,

or Sony’s PlayStation VR, virtual reality has been a growing industry around the world, between

hardware and software, the consumer VR market was “forecasted to reach 2.6 billion U.S.
Xperiential Tech: Bring the Experience Home

dollars in size in 2020 worldwide”, and “could potentially reach a staggering $160 billion by

2023” (Statista). The sports industry has invested in the VR world on the athlete and organization

levels, bringing VR into training, coverage, and fan engagement. Xperiential Tech's state-of-the-

art VR technology, AnySeat, brings live game day experiences into the comfort of your home.

The combination of Xperiential Tech's one of a kind VR cameras and their next generation VR

application works with all VR headsets.

VR Users 100
VR Market
100 40 34
Headsets (in millions)

Dollars (in billions)

80 62 30
60 17.5
20
40 31 8.9
15 10 4
20
0 0
2015 2017 2019 2021 2015 2018 2021 2023

Figure 1. VR User and Market Trend

Xperiential Tech offers a live game experience, which only FOX Sports VR offers, by

teaming up with the NBA and Oculus to put fans courtside at NBA games next to different VR

watchers’ avatars. One of the original pioneers to bring live sports to VR, they have been

offering VR experiences since 2016, teleporting fans to their own VIP stadium suite to watch the

event. While it is supported by all VR equipment from Samsung Gear, Oculus, or any cardboard

viewer, it has an average rating of 2 out of 5 stars with complaints about the quality of video.

Next VR, recently acquired by Apple, has partnered with the NBA, Fox Sports, Wimbledon and

live music events to stream these events courtside from a specialized camera set up. Xperiential

Tech takes viewers away from their TVs by offering a superior viewing experience, much

different than watching a broadcasted game on television. There are other companies that offer

similar products, but not the same one-of-a-kind live experience AnySeat can give fans, having a
Xperiential Tech: Bring the Experience Home

seat in the stands with the same views and sounds as if they were actually attending the game,

whether its your seat as Buffalo Bills season ticket in section 200 of New Era Field or a seat at

the 50 yard line at MetLife Stadium with the New York Jets.

Situation Analysis

Strengths Weaknesses

• Increase revenue for sports franchises • Startup company facing immense

• Increase fan engagement and competition
consumer interaction • Learning curve involved
• Strengthen relationships with local • Need to partner with league,
communities broadcasts, and VR companies
Opportunities Threats

• Provide unique experiences to fans • New, emerging technology which

who are unable to attend live events could render VR obsolete
• 2020 revealed a need and want • Price for segment could eliminate
• Possibility for partnership with other large segment of the market
foundations, organizations, events

The three primary competitors are FOX Sports VR, Jaunt VR, and Rukkus. FOX Sports VR is

already planning to stream boxing matches and NBA games. However, their version has fans in a

virtual suite, instead of the vantage point of a seat in the stands. Jaunt VR focuses on recording

360-degree videos of sporting events and concerts, but as of now, does not allow for live

viewing. Should they later choose to focus on that aspect of VR, then they would be a direct

competitor to AnySeat. Rukkus was the pioneer that decided to provide a 360-degree photo of

the view from the seat before you purchased the ticket. This is a similar concept to AnySeat, with

the difference being between a photo and live video. If Rukkus expanded into video instead of

photos, then they would be seen as a competitor.

Analysis of Target Markets

Xperiential Tech: Bring the Experience Home

In 2020, there were 68 million VR headsets sold worldwide, with over 20 million in the

users, and VR users continually on the rise. Xperiential Tech targets NFL super fans; football

fans who love the game and the experience of being at the game cheering on their favorite player

or team. AnySeat is meant for all genders; research has indicated that 3 out of every 4 men in the

US are NFL fans and 47% of NFL fans are women. The usual target age group of customers

ranges from 16 to 40, but is open to all ages as long as the fan has the ability to purchase and

navigate the equipment that AnySeat requires and offers. AnySeat can be purchased for any

home game of any team that partner with Xperiential Tech, at various seat levels on the 50-yard

line. In the lower level (i.e. 100 level seats), tickets will cost $100, 2nd level (i.e. 200 level seats)

will cost $50 a game, and $25 for upper level seats. Like in-person games, fans will be able to

purchase season tickets as well. Gen Z are the most tech savvy customers, who may not have the

income now, but will grow in spending power as they get older. Younger fans are changing the

way they consume sports not, and tend to no longer solely follow teams, but follow athletes.

Millennials have been identified as a generation that values experiences, with a study noting that

75% of millennials value experiences over material items, contributing to the decline in TV

viewership of live sports. Millennials have more disposable income, are still tech savvy, and are

more financially independent. 41% of Yulio surveyors 18 and over, said they would try VR if

given the opportunity, with 44% of people interested in purchasing VR being between the ages

of 18-35. According to Nielsen, among those who intended to purchase VR devices, 69% are

men and 31% are women. While games are priced at various level prices to make it accessible to

most fans, the VR equipment needed for a full first-class experience does segment the target

market to the upper and middle class. But, the product can still be used with a lower-end

cardboard viewer, making it accessible to everyone if they wanted.

Xperiential Tech: Bring the Experience Home

Marketing Objectives

By the end of the 2021 NFL season, Xperiential Tech’s objectives for AnySeat focus on

sales to customer retention, with the intention of making AnySeat the go-to VR sporting

experience. AnySeat’s priority is to draw in customers to download and use the AnySeat app

throughout the 2021 NFL season, getting at least 100,000 individual users to use the app for at

least two games, but ideally for every game during the season. With over 50 million VR users in

the US, in the inaugural season, AnySeat is anticipating at least .002% of VR users in the US to

sign up for the app, with three different price points to start, that correlate with the distance of

their seat to the field. Aware of the costs that can go into a standard VR headset, as well as the

income disparity between fans, different prices ranges are set to draw in a larger crowd, similar

to buying regular seats at games. The promotion objective is to have NFL teams, superstars, and

super fans promote the app on various social media platforms. AnySeat’s marketing objective

which will center around social media, as well as utilizing experiential marketing via activation

sites across the United States at certain franchises where people can try out our app. Xperiential

Tech seeks to have 75% of AnySeat users to use the app for at least two games in the 2021

season, with a return rate of 75% users for the 2022 season. In order to boost return rates,

AnySeat will provide unique opportunities in the Pre-Season to returning and loyal fans to events

like trainings or the drafts. Live experiences are unique opportunities that fans crave and want.

Xperiential Tech strives to change the fans wants by bringing them a one-of-a-kind experience

that combines the sounds, visuals, and feeling of being at the game, from anywhere in the world,

turning this experience from a want to a need.

Sports Marketing Strategies and Tactics

Over the next year, Xperiential Tech will grow the awareness of AnySeat through a
Xperiential Tech: Bring the Experience Home

variety of channels. With an NFL partnership for the 2021 season, Xperiential Tech is focused

on educating potential consumers. With the next seven months, informing and sharing the

features and benefits of AnySeat with customers will be critical. Perkins Coie noted that more

than 60% of people find out about AR and VR trends through social media; 60% of AnySeat’s

marketing will be growing a strong social media presence through various channels like

Instagram, Twitter, Facebook, TikTok, Snapchat, with ads and endorsements with celebrities and

athletes, as well as local super fans.

Social Media Engagement

35%
Twitter
30%
25% Facebook

20% Instagram

15%
10%
5%
0%
13-17 18-24 25-34 35-49 50+

Figure 2. Social Media Demographic Target

This will also include a 30-second spot on how our product works. Through the NFL partnership,

AnySeat will partner with teams to utilize each other’s social media platforms for promotion.

The social media accounts for these NFL teams will promote the product to connect with core

audience and target markets. Xperiential Tech has identified NFL athletes to serve as brand

ambassadors and endorse the product. Lamar Jackson, who has recently endorsed a VR product,

will be a major factor in our marketing plan. Jackson’s popularity among the NFL fan base and

will aid in promotional opportunities during the offseason. AnySeat plans to leverage the diehard
Xperiential Tech: Bring the Experience Home

fans of NFL teams. This will be beneficial to connect with fans who are out of market, or simply

cannot afford to attend NFL games. For example, License Plate Guy with the Giants and

Fireman Ed with the Jets are iconic individuals that the fan base recognizes. These ‘super fans’

will be helpful in social media promotions when AnySeat gets closer to the season to capture the

excitement of kickoff.

For the first year, AnySeat will primarily focus on live, promotion in the 5 largest NFL

fan markets. 40% of marketing will be targeted through activations and partnerships on the

national and local level at games and events. Partnerships are centered around brands that have

strong NFL partnerships and followings, with a plethora of locations spread across America, like

Verizon, Subway, and Lowes, but on the local level partnering with local fast food chains,

grocery stores, and breweries. Activation sites will be helpful to educate and inform consumers,

and further promote AnySeat: Subway, with over 23,000 locations, and features commercials

with the Watt brothers; Verizon, who have over 6,500 locations and works with the NFL

currently; Lowe’s who have more than 2,300 locations in the United States and share a key

audience demographic. All three of these organizations will feature on-site activations at select

locations across the country to promote our product and educate our core audience. Additionally,

these organizations will be running contests throughout the offseason to increase engagement

and awareness. Keeping in mind that not everyone in America has a VR headset, Xperiential

Tech has created campaigns and contests that are focused on providing a VR head set to a select

number of individuals. AnySeat will also give out free access to the app for a specific game to

handful of fans as well. Xperiential Tech will be providing free access to the AnySeat product

for customers who spend a certain amount with their partners. AnySeat believes the symbiotic

relationship will benefit both parties. Xperiential Tech will be promoting these campaigns on
Xperiential Tech: Bring the Experience Home

social media during the summer to drive additional sales, increase awareness, and promote our

product.

Communication Methods

AnySeat’s focal messages target the benefits for those who cannot afford to buy stadium

ticket prices, or those are unable to make to a live game, but want to live the experience just as

well. Understanding that the community and environment of watching a game is crucial to the

experience, AnySeat plans to communicate the critical feature and ability to enjoy the

experience. The key messages will share that: those who can't make it to the stadium to watch

the game, will get the next best fan experience with AnySeat; fan will get stadium views without

the stadium prices; and the ability to experience the game with your friends and families. The

main communication channel to attract the consumers will be through all forms of social media.

Knowing the impact of traditional forms of advertisement and the ability to share what

the experience can look like, along with the power of endorsements, AnySeat will also look to

commercials and ads online on YouTube and television spots featuring key NFL influencers, like

Pat McAfee (See Figure 3). MacAfee, a retired NFL player, who has 1.27 million subscribers on

his YouTube channel where each day he records a 3 hour show with various NFL related

personalities, but most importantly, a fan and supporter of VR.

Figure 3. Pat McAfee Ad

Xperiential Tech: Bring the Experience Home

Implement, Manage, Visualize, and Evaluate

AnySeat’s strategic implementation from launch to evaluation will build upon its success

and customer base at various phases: 6-month to 1-year mark, 1-3 years, and 4-7 years. Within

the first few months, and over the course of the first year, AnySeat will be introduced to the

general public. The rollout of social media advertisement campaigns with Pat McAfee will occur

within the first month of launch. This will create awareness around AnySeat and build

momentum heading into the 2021 NFL season. Onsite activations will work with Lowes,

Subway, and Verizon, as well as smaller, local sponsors throughout target markets to further

promote AnySeat and engage with the fan base. As AnySeat heads into the 1-3 year mark, social

media presence across all major platforms and channels will increase, as AnySeat launches a

variety of new marketing campaigns designed to increase awareness and drive sales. Engaging

Lamar Jackson as a brand ambassador, TV commercials will be launched to build on the brand

recognition in the marketplace. Radio and podcast campaigns will also be launched to drive VR

headset consumers, with the intent to have more VR headsets in American home, which in turn,

will increase the AnySeat customer base. In the long term, AnySeat plans to have marketing

campaigns across all major platforms and channels, continuing to engage consumers on all social

media platforms, and expanding our commercial strategies to target a new, global audience.

In the beginning, AnySeat will only be operational in 5-10 large markets, where they will

manage the target market through education and informing their core audience, focusing on the

percentage of the target market that is familiar with VR and its capabilities. Creating awareness

around the product and explaining the benefits and features of AnySeat will be crucial, as

advancement and growth to the next stage of our product cycle is dependent on the market

understanding how the product works. After the 1-year mark, AnySeat anticipates an increase in
Xperiential Tech: Bring the Experience Home

social media presence. Capitalizing on the growth, AnySeat will grow to all markets and teams

throughout the NFL, in hopes to gain national recognition and attract consumers from fan bases

across the country. This is also the time in which AnySeat will reward loyal customers to

continue to grow a loyal fan base and expect returns. For consumers who attend a certain number

of games, free access to additional NFL events will be offered over the course of the year (i.e.

the NFL Draft, the NFL combine, and pre-season practice of your favorite team). To continue to

attract new customers, various contests will be run for those who are familiar with the product,

but has not yet experienced AnySeat, or does not have the equipment. Additionally, promotions

and discounts will be offered to incentivize new users to try the product. In the long term,

Xperiential Tech plans for AnySeat to be a well-recognized, established brand, both domestically

and internationally. Strategy will shift from awareness and education, and focus more on product

experience, highlighting the benefits and how AnySeat differs from the competition. Ultimately,

AnySeat will attract a global audience with over 100 national and international sponsors.

Within the first year, Xperiential Tech is expecting to have a successful proof of concept

with AnySeat via new users in the market. AnySeat plans to stay focused on building capital

within the NFL, targeting select markets. AnySeat aims to gain over 100,000 followers on most

social media platforms. After initial launch, in the next 1-3 years, AnySeat expects to grow their

fan base to 1,000,000 users. The hope is to grow exponentially within the first few years and

increasing national sponsors to over 50. Gaining a larger customer base and expanding to every

market, an increase in sponsorship activity is expected. New partnerships will resemble similar

plans from previous stages, by continuing on the activation strategy. AnySeat will enhance the

‘community’ feature within the product, promoting the message to drive consumers to watch

games together. In the long term, AnySeat plans to be available in various sports leagues
Xperiential Tech: Bring the Experience Home

globally, from the MLB, NHL, NBA, MLS and other global leagues, like the European Soccer

Leagues, such as the Premier League, La Liga and Bundesliga capturing the largest audience.

AnySeat plans to establish a partnership with the Olympics to attract a new segment of the global

population that haven’t been tapped.

To evaluate AnySeat’s success, AnySeat aims to gain 100,000 customers in the first year,

with 75% of the customer base returning to more games as repeat users who have a better chance

to become loyal, lifelong fans that will use and promote AnySeat year after year. Xperiential

Tech will monitor and analyze the social media presence to determine fan engagement success.

After its launch, Xperiential Tech will evaluate the number of total users, new users, repeat

users, and sponsors. This stage is imperative for growth and future plans, with the need to

capitalize on momentum, adjust any problem areas while still generating awareness for AnySeat.

In the long term, Xperiential Tech is hoping to have over 10,000,000 users around the world.

Xperiential Tech is anticipating an increase in demand for VR products in households, with the

intent to capture this surge. Xperiential Tech plans to have over 1,000,000 followers on all major

platforms and channels, while growing their brand ambassador program, attracting athletes who

are global icons, such as Cristiano Ronaldo.

AnySeat Users 10
10
Users (in millions)

8
6 5
4
2 1
0.1
0
Year 1 Year 3 Year 5 Year 10

Figure 4. Expected Consumer Base

Xperiential Tech: Bring the Experience Home

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