PLAIAR — CASAGRANDE

Finding opportunity between the action.Research into major sports leagues such as MLB and NFL revealed a significant gap between the time spectators spend at venues and the time spent watching active gameplay. We saw an opportunity to turn these inactive moments into interactive entertainment, creating new ways for fans to engage with the event while opening possibilities for clubs and sponsors.

Turning the arena into a playground.We envisioned a location-based WebAR platform that would bring interactive gaming directly into live sporting events. Using their smartphones, spectators could interact with augmented reality content anchored to the physical venue, competing with other fans through an experience connected to the action around them. The concept brought together spatial technology, accessible mobile gaming and the energy of live sports.

From spectators to competitors.We developed Match Point, an augmented reality basketball game designed around simple interactions, competitive scoring and immediate feedback. Spectators could join by scanning a QR code or using NFC, with GPS-based access ensuring the experience was available only at the venue. VPS technology positioned the game in relation to the basketball court. The result was a mobile-first experience connecting the physical arena with digital gameplay.

Making every point count.Competition was central to the experience. Players accumulated points and competed for a place among the three highest scores, earning a chance to spin a digital prize wheel. The scoring and reward mechanics connected individual performance with a shared competition, introducing anticipation and incentives into the live event.

From digital points to real prizes.We designed a reward system that connected gameplay with tangible incentives. The top three players earned access to a digital prize wheel, where prizes were assigned and delivered through redemption codes that could be exchanged at the venue. This mechanism introduced opportunities for branded rewards and sponsor participation within the experience.

Bringing the experience to the stands.With funding secured through ANII and ANDE, we developed the MVP and introduced it during a live basketball event. Physical invitation cards and QR-based access points connected the audience with the digital experience, allowing spectators to participate directly from their smartphones. The activation brought the product into its intended environment, where we could observe how people discovered and interacted with it.

Taking the idea beyond the court.Building plaiAR involved more than developing a game. As co-founders, we worked across product strategy, funding, partnerships and business development to bring the concept to life. We also took the project beyond the arena, sharing our vision through media appearances, including a radio presentation where we introduced the venture and its potential. The experience helped shape plaiAR's evolution toward a B2B advergaming proposition for sports organizations and sponsors.