ICC Immersive
Brand and Sports Engagement
Bringing T20 Cricket Into Spatial Computing
When we set out to build ICC Immersive for Apple Vision Pro, our goal was simple but ambitious: take the energy of a T20 World Cup match and make fans feel like they were standing inside the stadium, not just watching it on a flat screen.
Designing for Presence, not just screens
Our first design question wasn’t “What should the UI look like?” but “Where is the fan sitting?” ICC Immersive is built around spatial presence: a richly detailed digital twin of each stadium, live match context, and layered highlights that feel anchored to the ground, stands, and pitch.
Instead of traditional overlays, we treated data as objects in space. Scorecards, player stats, and POV replays float at comfortable viewing distances, always legible but never blocking the action. The “Spatial Highlights” entry point became a core pattern: tap once, and you’re transported from a 2D stream into a 3D stadium where key moments are replayed around you.
Typography, color, and motion cues lean on ICC’s broadcast language but are adapted to a darker, cinematic environment. The vibrant pink and purple accents guide attention across an otherwise calm, low-noise spatial scene so fans can focus on the ball, the field, and the story of the match.
Building an Immersive Cricket Pipeline
Behind the scenes, ICC Immersive is powered by a custom data pipeline designed specifically for spatial playback.
Every experience starts with a high-fidelity digital twin of the stadium. These models are optimized for performance on Apple Vision Pro while still preserving enough detail to feel convincing from multiple angles and distances.
On top of that, we ingest ball-tracking data, batsman POV information, and match events from multiple sources. This data is cleaned, synchronized, and mapped into our 3D environment so that every ball, trajectory, and player movement lines up with the 2D broadcast video. Fans can watch a familiar camera angle, then pivot seamlessly into an immersive replay that repositions them on the boundary, behind the bowler, or in the stands.
Achieving this required careful timecode alignment, interpolation for missing data points, and tooling to scrub through moments quickly while keeping visuals and stats in sync.
Interaction That Feels Effortless
On Vision Pro, interaction is as much about what you don’t ask the user to do. ICC Immersive uses simple, direct actions—look, tap, pinch—to control rich behaviors: scrubbing highlights, calling up player details, rotating the stadium, or switching viewpoints.
We kept controls minimal and predictable. A single highlight rail under the main video provides quick access to key moments. Player cards expand inline without breaking immersion. Eye-tracked selection is supported with clear focus states and subtle motion, so users always know what will respond to their gesture.
