SMT Mixed Reality Studio

Cooperating with iQiyi Sports

Strive to create

"Match Preview" XR LAB

XR technology empowers sports

Euro Cup Time

June 14th~July 14th

In the early morning of July 15th, Beijing time, the 2024 European Cup final ended at the Berlin Olympic Stadium. Spain defeated England 2-1 and won the European Cup for the fourth time in the team's history.

Shanghai Media Tech (SMT) cooperated with iQiyi Sports to create a "match preview" program for the audience, covering the production of the title and the recording of the program. Unlike previous football events, SMT Mixed Reality Studio launched XR LAB, which leads the audience into an unprecedented football audio-visual world through cutting-edge XR virtual technology.

XR technology full-process solution

 Ø  Opening 

The opening uses beautiful and smooth animation and camera language to show the scene of a football rolling on a track between clouds, with hot air balloons floating gently around. The camera then turns to the sponsor's branded vehicle, which drives along the track to the futuristic virtual studio. This unique display effect of combining virtuality and reality immediately attracted the audience's attention and opened a wonderful prelude to the live broadcast of the event.

 Ø  Virtual Studio

The background of the virtual studio restores the iconic buildings and magnificent natural landscapes of the ten major landmark cities in Germany through highly realistic 3D modeling. What the audience sees through the screen is not only a lifelike virtual environment, but also a full-scale visual and sensory experience, which greatly enhances the sense of immersion and participation.

XR LAB 

The XR LAB owned by SMT Mixed Reality Studio is an XR virtual studio with multiple intelligent features. It uses 11 real-time rendering engines, 8 XR workstations as large-screen real-time rendering engines, and 3 AR engines as camera shooting virtual engines, enabling the large screen to achieve 4K point-to-point display. Many sensors are arranged throughout the space to capture data more realistically, making the program effect reach an unprecedented level, allowing the audience to immerse themselves in a viewing experience that interweaves virtuality and reality.

 Advantages of XR technology

 Ø  Make "fake" become "real"

Compared with traditional green screen technology, XR virtual technology is completed by shooting with real-time special effects and synthetic background, which simplifies the production process and effectively reduces the shooting cost. SMT Mixed Reality Studio XR Lab uses P1.95 LED screen to achieve more delicate visual effects, and also reduce the restrictions during shooting by decreasing the pixel pitch, so that the picture can be turned from "fake" to "real" in front of the audience and the camera. At the same time, it combines the in-lens visual effects of Unreal Engine and nDisplay technology, and uses multi-node rendering to provide content on the super-large LED screen in real time.

 Ø  Sponsor's real car display

Unlike the MR Lab commonly used in football events in the past, SMT Mixed Reality Studio chose XR Lab for this program recording to optimize the display effect of the sponsored brand vehicles. The LED floor screen in the XR studio has the ability to bear the weight of real vehicles, so the sponsor's real car display was specially introduced and interacted with the host. In the opening, a male host got out of the sponsor's real car, creating a feeling that the male host personally drove through the virtual scene into the studio. This cutting-edge display method is not only more realistic than the previous 3D model car, but also further enhances the visual impact of the program, bringing an unprecedented immersive experience to the audience.

 Multi-version production and distribution solution

SMT Mixed Reality Studio is also committed to developing a multi-version production and distribution solution for football events. This is a comprehensive technical solution that aims to provide multi-version production and distribution services to meet the needs of different audience groups. This new technical service can help international sponsors of various football events display different marketing content in different languages, while bringing unprecedented personalized viewing experience to the audience, and has broad development prospects.

The multiple versions include:

· Conventional horizontal screen version: meets the viewing needs of most viewers.

· Vertical screen version: suitable for fans who follow stars and can open up a commercial closed loop.

· 8K version: combined with panoramic sound technology, it provides a clearer and more shocking viewing experience.

· Virtual version: combined with MR+ data high technology, it allows the audience watching the game on site to experience the metaverse perspective and enjoy a personalized and game-based viewing experience.

· VR version: for immersive sports viewing experience enthusiasts, it provides panoramic live broadcast and virtual interactive experience.

Various forms of advertising placement

LED screen advertising, center circle advertising, stand advertising, floor sticker advertising, bottom line advertising, airship advertising

It is worth mentioning that in addition to the application of XR virtual technology, SMT also provides a one-stop integrated solution for the domestic distribution of 2024 European Cup event feeds, performs high-quality encoding and channel conversion on satellite feed sources for each game, and provides AI-assisted sensitive image recognition and quality monitoring, multi-version release and other functional processing.

       At the same time, SMT has a dedicated line to Hong Kong, China, and has established direct lines to Europe, the United States and other regions with international partners, including Telstra, which can provide customers with access points for international business and bring an immersive football feast to audiences around the world.

If you have any related business, please feel free to contact us

SMT Mixed Reality Studio

Main business: virtual scene design, production services, XR virtual studio technology services, MR+ data visualization technology services, intelligent sports customized services, virtual sports customized services, sports events multi-version production and distribution solutions.

Gu Lihua

Director of SMT Mixed Reality Studio

Mobile: 13918144170

Email:  glh@smg.cn