The Australian Football League (AFL) and Marvel Stadium are set to launch a Telstra, Google and Accenture developed 5G augmented reality (AR) wayfinding experience.

The experience gives users the ability to interact with content, digital character displays, virtual brand experiences and indoor way finding, by using the latest Telstra 5G technology, with machine learning and state-of-the-art computer-vision powered by the ARCore Geospatial API from Google,

Additionally, Google trekker devices were used to create a metric model of Marvel Stadium, which represents the appearance of the physical 3D world, with GPS and environment scans being matched to 360-degree images using the ARCore Geospatial API technology.

Commenting on the partnership, Telstra Group of products and technology, Kim Krogh Andersen, said: “This collaboration with two major technology players marks another important step in our ambition to create one of the world’s most technologically advanced stadiums here in Australia.”

“It will enable us to deepen our partnership with the AFL and deliver more immersive and innovative experiences for fans at Marvel Stadium.

“We are excited by the potential of this augmented reality experience and how our leadership in 5G can accelerate growth and value creation in other industries and settings such as hospitals, shopping centres and airports to improve the customer experience,” he said.

On the AR experience, Google Cloud vice president Australia and New Zealand, Alister Dias, said: “Innovation and customer experience is in our DNA.”

“Google Cloud’s technology will underpin next generation 5G capabilities, transforming the way people interact with the physical environment around them.

“Not only will it make it easier to explore the grounds at Marvel Stadium, but it also has huge potential to create more immersive and interactive experiences for fans.

“This is only the beginning of how cloud-powered 5G AR wayfinding solutions can be used to enhance in-person experiences for all Australians,” Dias said.

Accenture managing director and ANZ communications, media, and technology group lead, Emma Neil, added: “Visitors to Marvel Stadium will benefit from the ARCore GeoSpatial API to navigate their way to their seats, but beyond that, the immersive experience will continue through the App, pre-game AR shows, multi-user AR games, enhanced player analytics and performance statistics amongst other exclusive content.”

Marvel and the AFL are set to launch the experience ahead of the 2023 season.

The announcement comes after Network Ten and Paramount+ reportedly launched a bid for the entire AFL broadcast package.