A giant ship from Halo shows up at Oregon Ducks football game as part of mixed reality experience

(Photo courtesy of the Oregon Department of Sports)

Mixed reality is making its way into the world of sports marketing.

The latest example was Saturday afternoon at Autzen Stadium in Eugene, Ore., where Xbox showed off a unique mixed reality experience to promote Halo Infinite during halftime of the Oregon vs. Oregon State.

Projection of a vehicle used in Halo swoops down to the field before dropping the logo for Halo Infinite and the University of Oregon. The mixed reality technology was shown on the big screen at Autzen Stadium – at 12,276 square feet, the largest in college football – and shared online.

Although it looks realistic, the flying car is not actually in the stadium. However, By Halo Master Chief appeared in the game. And the Oregon Marching Band performed the sound from Halo Infinite, the latest installment in Microsoft’s Halo franchise will officially launch next month.

Xbox partnered with Portland reseller Studio Mega and the Oregon Department of Sports on brand collaboration.

Other teams have tried similar mixed reality experiences, including the NFL’s Carolina Panthers and Baltimore Raven.

Mixed reality is just one type of technology that teams are using to enhance the fan experience. For example, the NHL’s Las Vegas Golden Knights team wowed fans with their pre-match tape video from this season’s opening game at home.

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