With crowds still not allowed to gather at stadiums Microsoft plans to bring the roar of the crowd to live football games via its Teams platform. Microsoft is planning to launch a new version of fan cheering sections in live NFL games through its Teams video streaming app starting this week.
According to Microsoft, the new cheering sections, which it described as "virtual mirrors," will allow NFL players to celebrate with their fans in real time. Through its platform, fans can "gather" in a section of the stadium to celebrate with players. The current NFL season will be played in mostly empty stadiums as social distancing restrictions are still in effect as a result of the prolonged pandemic.
The new way of integrating its Teams app is an extension of Microsoft's partnership with the NFL, which started in 2013. Since it teamed up with the league, Microsoft has been supplying its software and technologies such as its office software and its Surface tablets. Both Microsoft and the NFL have declined to disclose how much the deals are worth or how long they will last.
Apart from providing fans with an experience as close to the real thing as possible, Microsoft will also benefit from the new utilization of its virtual fan cams during this year's season. The feature is expected to bring more attention and exposure to Microsoft's new Teams platform, which had recently grown in popularity thanks to the months of forced lockdowns.
Microsoft's corporate vice president in charge of Teams Jeff Teper said in an interview that the new feature should greatly enhance fans' experience compared with simply watching the game on TV. He said participating in cheering sections should make games more engaging.
Live feeds of fan reactions on the "virtual mirrors" will also be shown on live TV broadcasts, essentially allowing viewers to see both players and fans celebrating at the same time. Part of the reason for installing the large LED screen panels is to let players feel like they are still playing for real people. Teper stated that without the energy of a crowd, a game inside an empty stadium is really not the same.
In a blog post Thursday, Teper said the company would be putting up a mosaic of screens throughout the stadium. It will also be funneling audio from fans, including "augmented crowd noises" that are customized for each stadium.
