NBA teams up with Unbnd on mixed-reality service

The NBA basketball league has partnered with Australian creative technology company Unbnd to deliver NBA TV content through a mixed-reality theatre experience.

The deal covers Australia and Singapore and includes highlights coverage courtesy of NBA TV, the league’s official broadcast network.

Under the agreement, Unbnd will use its ‘Missing in Action’ content platform to provide an immersive experience for viewers from the start of the 2019-20 NBA season.

The Bandt.com website reported that the platform will be used to simulate a 360-degree virtual theatre environment, through which real-time statistics and branded content experiences will be made available for viewers.

The MIA app will be downloadable on iOS and Android devices and can be used with compatible virtual-reality headsets.