In this week’s SBJ Tech newsletter, we break down the upcoming usage of navigation tool PAM to help Titans fans around the current and new Nissan Stadiums, and also learn some insights from CEIA USA CEO Luca Cacioli. — Ethan Joyce
In today’s edition of Power Up:
- Infinite Reality develops immersive SL Benfica immersive store
- NFL, Genius Sports extend data deal
- nVenue adds former IC360 CEO to board
Infinite Reality launches immersive merchandise store for SL Benfica
Infinite Reality (iR) has deployed 3D modeling and artificial intelligence services under its iR Enterprise Solutions umbrella to develop an immersive merchandise store for Portuguese soccer club, SL Benfica.
The store, which is live today, manifests as a virtual locker room where visitors can scroll three-dimensional renderings of team apparel and other accessories, then purchase them in real life. The experience also includes an AI agent that responds to voice prompts with shopping recommendations in multiple languages.
Samuel Huber, iR’s CEO/MENA and Global President/Enterprise Solutions, called the project an industry first because, while SL Benfica’s existing merchandise landing pages exist on the team’s website as of now, the two sides’ eventual plan is for the immersive store to replace it.
“It’s still pretty new technology, so of course you have to have a period of time where you ensure the transition,” Huber said. “But it’s a very clear goal from both parties that this is the way that shopping should be done in the future.”
The immersive store eschews open-world navigation to simplify the experience for users. It also includes a dropdown menu that resembles a more traditional, two-dimensional e-shopping interface for users who prefer that to the immersive option.
“What we’re trying to do here is to not add any level of complexity,” Huber said. “The navigation is literally just scrolling... This is a way to make sure we don’t alienate people. Most people, obviously, are used to a search bar. They’re not used to navigating a 3D environment.”
iR has embarked on a more than $1B spree of acquisitions in the past year and a half, several of which came into play for this project:
- Huber is the former founder and CEO of Landvault, an XR/AI developer iR purchased last year for $450M and made its enterprise solutions vertical.
- The gaming engine underpinning the 3D elements of the SL Benfica store comes from virtual experience platform Obsess, which iR acquired this January.
- The AI powering the agent derives from agentic AI company Touchcast, which iR acquired for $500M in April.
Future iterations of the SL Benfica store could include a try-on feature, either via 3D avatars or augmented reality, Huber said. The reason the company is betting on the format, also according to Huber, is because of its potential to resonate with younger demographics and reduce drop rates through the use of AI.
“Most of these sites have huge drop rates. The conversion rate is generally single digit,” he said. “If you can convert a few more percent of people, that can be huge business. And I think having someone that you can have a conversation with -- where you’re not just presented with, ‘This is Product A, Product B,’ but the [AI] agent asks you, ‘Who are you buying this for? Is this for you? Are you a fan of the club yourself? Who’s your favorite player?’ -- you can navigate the sale in a way that is a lot more natural and eventually lead to better results.”
The SL Benfica project represents iR’s first time building a sports-focused immersive store of this kind, so Huber said he is eager to track performance metrics as users explore the format.
“I’ve been in immersive [technology] since the first days of VR and then through the metaverse era as well. There’s been a lot of things that even we did that didn’t really have much utility,” he said. “This is honestly the first immersive experience that not only have we built, but we have seen in the world, that is really focused on driving utility.”
NFL, Genius extend data deal through 2029 season
The NFL has extended its official data and video agreement with Genius Sports through the 2029 season, an addition of two years beyond the last deal struck two years ago.
Genius continues its role as the exclusive provider of real-time data -- official play-by-play statistics, betting data and Next Gen Stats -- as well as its low-latency live video feeds made available to sportsbooks for embedding in their apps. Their BetVision product debuted in 2023.
These data feeds fuel GeniusIQ, the firm’s AI analysis tool that powers betting, advertising, broadcast and other fan experiences. Genius was also an integral part of the first EA Sports Madden NFL Cast that Peacock streamed last season.
Former IC360 CEO Matt Holt joins nVenue’s board of directors
Microbetting company nVenue has added longtime wagering tech exec Matt Holt as an advisor and given him a seat on the company’s board of directors.
Holt was the CEO of IC360 and one of its predecessor companies, U.S. Integrity, for six years. He departed for a role outside the sports industry in 2024.
IC360 won Best in Sports Betting at the 2024 Sports Business Awards. He joins a five-person nVenue board that includes CEO and co-founder Kelly Pracht, former media exec Geoff Reiss, head of Corazon Capital Sam Yagan and partner at KB Partners John Garabedian.
nVenue, a graduate of the NBA Launchpad program, works with NASCAR, Apple TV for its Friday night MLB games and most recently announced a deal with the WNBA to provide predictive analytics for the 2025 season.