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The Premier League Takes Soccer Into Augmented Reality

The EPL is providing fans with the opportunity to experience football via AR

As anticipation builds for the first Premier League Summer Series in the USA, soccer fans can immerse themselves in an AR mobile adventure to track down the highly sought-after Premier League Trophy in each of the five host cities.

US-based fans can participate in the Premier League Trophy Hunt from the official website, and enjoy an experience that revolves around real-world locations. These fans will also have the opportunity to discover and collect up to 20 Premier League trophies, each representing a different club. These trophies are hidden in prominent locations across the five host cities.

The Premier League Trophy Hunt marks the EPL’s first foray into the realm of gamified AR experiences. This web-based adventure is designed to be accessible to smartphone users. This immersive experience has been a collaborative effort between the Premier League and Doppelgänger, a strategic and creative metaverse consultancy.

Max Proctor, managing director at Doppelgänger, said, “AR and broader metaverse activations are helping the world’s biggest brands to build loyalty and engagement with their audiences by connecting with them in new and exciting ways. The Premier League has always been at the forefront of innovation and we’re delighted to work with them to help promote the Summer Series.”

Join the Trophy Hunt across the USA

Taking place from July 22nd to 30th, the Premier League Summer Series features six Premier League clubs – Aston Villa, Brentford, Brighton & Hove Albion, Chelsea, Fulham and Newcastle United – competing in nine matches hosted in Philadelphia, Atlanta, Orlando, New Jersey and Maryland.

Fans can track all the trophies through a navigation map on the landing page. Each discovered trophy offers a chance to win prizes like VIP tickets, signed shirts and exclusive merchandise. The more trophies found, the greater the opportunity to win and elevate their city’s position on the online leaderboard.

Alexandra Willis, director of digital media and audience development at the Premier League said, “We have hugely enjoyed working with Doppelgänger to create this augmented reality mobile experience to extend this landmark moment beyond the stadium. We hope to enable even more people to celebrate with us across the USA this summer, and at the same time, learn about how fans want to engage with and interact with this innovative technology.”

USA-based fans can actively participate by placing the Premier League Trophy in their preferred location and enjoying the customised trophy selfie filter. The Premier League also collaborated with Doppelgänger and AR developer Rose Digital to create this experience, utilising the AR engine from Niantic’s 8th Wall.

Limited tickets to the live sports events are still available here.

Written By

Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.

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