15 Years of Spectacular Sports Experiences by Moment Factory

For Moment Factory, sports experiences are more than entertainment—they’re powerful brand platforms. By combining immersive technologies with interactive storytelling, sports experiences create signature moments that transform stadiums into destinations, deepen fan loyalty, and amplify a team’s identity. From VR and AR activations to esports arenas, stadium tours, and multimedia exhibits, sports experiences bring audiences to the centre of the action, transforming the viewers into active participants.

Over the past 15 years, Moment Factory has been at the forefront of creating sports experiences that activate venues, promote brands, and entertain and engage fans. Here’s a look back at our sports experiences hall of fame.

2010 | Canucks Hall of Heroes
Transforming Team Heritage Into Fan Experiences

In 2010, Moment Factory helped the Vancouver Canucks celebrate their 40th NHL anniversary with the “Hall of Heroes,” a permanent interactive installation at Rogers Arena. Highlighting athletes Stan Smyl, Trevor Linden, and Markus Naslund, we showcased their milestones and achievements with multimedia displays, motion-sensor exhibits, and social-sharing photobooths. Fans explored interactive player cards, top-ten moments, and got real-time updates powered by fan votes. Blending history with technology, the installation deepened connections between fans and their team while honoring the Canucks’ legacy.

2012 | Super Bowl XLVI Halftime Show: Madonna
The Show That Lit Up the World

As far as sports experiences go, it was Madonna’s live halftime show at Super Bowl XLVI in Indianapolis that propelled Moment Factory into the international spotlight. We joined a team of acclaimed creators, including Cirque du Soleil and Bruce Rodgers, to design immersive projection mapping for the 12-minute performance that captivated over 114 million viewers worldwide and 70,000 fans in-stadium. A stunning finale crowned the event:  the field disappeared in a visual illusion, as LED pixels slowly formed “World Peace,” leaving the entire crowd amazed.

14-15 | NFL Super Bowl XLVIII / The Super Bowl XLIX’s Connected Experience
Redefining the Super Bowl Experience

In 2014 and 2015, the NFL tapped Moment Factory to extend the Super Bowl experience beyond the stadium with large-scale, live multimedia spectacles. In New York, the Super Bowl Virtual Theater transformed Macy’s at Herald Square into an interactive canvas, dazzling fans with archival footage, animation, and surround sound. The following year in Phoenix, “Connected Life” and “WhosGonnaWin” installations blended 360° projections, interactive walls, and social media data, engaging fans and illuminating the city in team colors.

2017 | First Augmented Games
From R&D to Launch — Score!

In 2017, we created our very own Augmented Games, taking the first steps in our journey into competitive socializing. In 2019, they went live at the international Tanween conference with PLAY²—an immersive arcade-style playground where real-world movement meets digital gaming. Visitors from around the world jumped, ran, and competed in four interactive games projected onto a shared surface. Powered by advanced tracking and scalable design, PLAY² turned play and technology into an unforgettable experience. In 2025, the Augmented Games went global with experiences in Belgium, China, and the UK.

2018 | Clash Royale World Championship
Immersive Battles, Global Fans, Unforgettable Moments

For our first foray into eSports, we went big. At the Clash Royale Crown Championship World Finals in London, we defined a new format for mobile game contests—immersive, theatrical, and unforgettable. Working with Supercell and Done and Dusted, we designed a stage with fire pits, towers, oversized characters, and projection mapping to mirror the game’s epic battles. Teams and players competed in a league-style championship streamed worldwide, mixing pro-sports adrenaline with mobile gaming spectacle for larger-than-life, unforgettable experiences.

2019 | SkateMapp
Skate, Augmented. Fan Experiences, Levelled Up.

Augmented sports experiments are where sport and interactivity meet. At the 4th edition of MAPP_MTL, Moment Factory unveiled SKATEMAPP, an innovative collaboration with POP Montreal and Association Skateboard Montréal. This block-party skate competition merged projection mapping, tracking, and augmented reality into an interactive group challenge. Skaters rode through multimedia tracks that reacted in real time, while spectators joined via a mobile app to vote, pick songs, and launch virtual obstacles—turning public space into a playful fusion of sport and digital technologies.

 2020 | Opening Sequences NBA on ESPN
Where the Future of On-Air Begins

Moment Factory partnered with ESPN to debut an interactive basketball court for the 2020 NBA Playoffs broadcast, marking the first live use of our real-time tracking technology. Born from in-house experiments, the system turned the moving ball into a projection surface and synced visuals with player movement. Shot in our studio, the creative content energized NBA Countdown’s opening sequence, boosting viewer engagement and showcasing the future of interactive sports technology on air.

2022 | Arc’teryx, For the Love of Winter, New York
Transforming Retail Into a World of Exploration

Sports are adventure, community, and physical challenges—and retail is a powerful playground to bring that spirit to life. Our ongoing collaboration with Arc’teryx established us in the world of sport retail, beginning with an immersive explorer experience in New York. Inspired by the extreme landscapes of Canada’s Coast Mountains, the journey took guests from helicopter shuttle to summit. Through projection mapping, fog, wind, and panoramic screens, visitors lived the brand’s culture of exploration and awe.

2023 | FIFA World Cup 2026 Brand Launch
A Moment Bigger Than the Largest Ever World Cup 

Moment Factory partnered with FIFA and This Is Catapult to stage the international live reveal of the official brand for the 23rd FIFA World Cup. Set at Los Angeles’ Griffith Observatory, the innovative broadcast event blended show direction, lighting, music, and synchronized drones to captivate fans on site and online. Enhanced with immersive technologies and powerful storytelling, the ceremony unveiled the new logo and We Are 26’s campaign, celebrating soccer’s legacy while pushing the envelope of brand experiences.

2024 | The Messi Experience
Connecting Fans Like Never Before

In 2024, we launched The Messi Experience, a ticketed touring attraction produced with Primo Entertainment that immersed fans in a story world dedicated to one of soccer’s (or football’s) greatest players, Lionel Messi. The multiroom journey blended innovative technologies—video projection, lighting, interactive media, and original music—to trace Messi’s rise from childhood to global icon. Enhanced with physical games, a mobile app, and AR features, the experience invited interaction at every turn, offering fans an unforgettable, emotionally charged encounter with Messi’s legendary career.

2025 | Realmadrid Games
A New Benchmark in Fan Experience

This latest innovative project transforms the Bernabéu stadium into an unmissable destination for visitors of all ages seeking unique, customized experiences. Fans are placed at the heart of the action with a connected device, custom avatar, and interactive web app that tracks their journey from rookie to elite player as they advance through a series of interactive games. Blending immersive storytelling with cutting-edge technology, the experience redefines what it means to engage with a team, a sport, and a venue.

The future of sports experiences is immersive, connected, and unforgettable—and Moment Factory is leading the way. With our proven expertise and relentless creativity, we continue to shape sports history, crafting new memories through more innovative solutions and notable collaborations. 

Let’s create the next generation of sports experiences together.