Immersive Content for Oz and Singapore Basketball Fans in NBA, Unbnd Partnership

The U.S. National Basketball Association (NBA) and Unbnd, an Australian creative technology company, have announced a content partnership to broadcast NBA TV – the league’s 24/7 dedicated linear channel – and game highlights in a Mixed Reality Theatre Experience to fans in Australia and Singapore.

Unbnd is a technology company that specialises in virtual reality, augmented reality, spatial AR, animation and more. Unbnd’s immersive campaigns have been executed across different fields, including advertising, marketing teaching, training, selling and on-boarding practices.

The NBA is a global sports and media business built around four professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, the NBA G League and the NBA 2K League. NBA Digital’s assets include NBA TV,, the NBA App and NBA League Pass.

Beginning with the 2019-20 NBA preseason, Unbnd will launch its new Missing in Action (MIA) content platform, which will allow users to experience live NBA games, highlights and original programming.  The MIA platform will use mixed reality to enhance the NBA broadcast experience for fans, simulating a 360-degree virtual theatre environment that displays real-time game statistics and interactive branded content experiences.

“With the AR and VR industry set to reach a value of $20 billion in 2019, we know MIA will really appeal to fans and open doors for brands looking to attract and retain consumer attention,” said Antony Arena, CEO and Founder of Unbnd. “As a big fan of the game, this partnership with the NBA is a huge deal for me on a personal and professional level, and we’re excited to take fans from being spectators to actively engaging with the content in a meaningful, relevant and exciting way.”

“As content consumption continues to evolve, the NBA has been at the forefront of technological innovations that enrich the viewing experience, and this partnership with Unbnd will allow us to provide another next generation viewing option to our fans,” said Ramez Sheikh, NBA Asia Head of Global Content and Media Distribution.  “By combining NBA content with Unbnd’s enhancements, we will deliver an immersive and unique experience to further engage fans of the NBA.”

The MIA app will be available before the start of the 2019-20 NBA season across iOS, Android and all compatible virtual reality headsets.

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