07
UCI Track Champions League: a metaverse experience for WBD Sports
Immersive fan platform · Project manager on the studio side (Adastra Studios, partner of Infinite Reality)
First season · across the WBD network
149 mil.
viewers across the WBD network and further broadcast partners
200+
countries the series was broadcast in
8+
live camera feeds to choose from: "Choose Your Own Director"
Starting point
More than a 3D shop window around a standard livestream.
Fans were meant to get real value: free camera choice, real-time rider data like heart rate, cadence and power, a virtual velodrome with watch parties. All via browser, no VR headset. A deliberately low entry barrier instead of a hardware hurdle.
Choose Your Own Director
The viewer becomes the director.
Instead of a fixed TV cut, each fan chooses from more than eight live feeds, plus real-time rider data. The camera choice was the real value; the virtual world was just the packaging.
Active feed + selection · live data bar (heart rate · power · cadence)
The browser experience
Watch video ↗
Result
Live right on time for the finals in London.
The partnership between Infinite Reality and WBD Sports continued and expanded to further sports formats. A year later, a mobile app version followed.
What I take away
Immersive technology does not win through 3D for its own sake, but through concrete value. Real value versus effect: that distinction has stayed with me in every digital project since.