Declining viewership, particularly among younger demographics like Gen Z, is prompting a significant shift in how sports are consumed. Leagues and broadcasters are actively exploring new technologies and viewing experiences to re-engage fans, with volumetric video emerging as a key solution. Canada-based startup Peripheral Labs is aiming to make this immersive technology more accessible to teams and broadcasters, potentially revolutionizing the future of sports broadcasting.
This push comes as traditional live sports viewing faces challenges. Reports indicate a drop in viewership for some sports, prompting investment into enhanced engagement strategies. Peripheral Labs believes its approach, leveraging advancements in artificial intelligence and computer vision, can deliver a solution that satisfies demand for modern, interactive experiences.
The Rise of Volumetric Video in Sports
Volumetric video captures a scene in 3D, allowing viewers to experience it from any angle. This creates a significantly more immersive experience than traditional 2D broadcasts, closely resembling being inside a video game. The technology typically relies on a dense network of cameras, but Peripheral Labs is working to reduce that requirement.
From Autonomous Vehicles to the Playing Field
Peripheral Labs was founded in 2024 by Kelvin Cui and Mustafa Khan, both experienced in the field of autonomous vehicles through their work at the University of Toronto. Their background led them to apply concepts from robotics perception and 3D vision to the challenges of capturing sports action. Cui previously worked on chassis systems as a software engineer at Tesla, while Khan conducted research at Huawei.
According to Cui, the idea stemmed from a desire to enhance the personal viewing experience. He explained that a discussion about 3D reconstruction sparked the concept of watching sports—specifically hockey—from multiple, freely selectable perspectives. This shared passion for sports and technical expertise drove the creation of Peripheral Labs.
The founders recognize that volumetric capture isn’t new. However, they contend that recent breakthroughs in AI and computer vision have made the technology viable for widespread adoption. Their system aims to significantly reduce the number of cameras needed for accurate 3D reconstruction from over 100 to as few as 32, thereby lowering costs and streamlining operations.
Beyond the View: Data and Analysis
Peripheral Labs’ platform extends beyond simply capturing video. It also incorporates software capable of extracting detailed biomechanical data from players. Utilizing a sensor stack resembling those found in self-driving cars, the system captures depth information to analyze movements, including joint flexion like knee and ankle bends. This data could offer valuable insights for coaches looking to refine player technique and assess physical capabilities.
Furthermore, the platform allows viewers to control their perspective, like isolating a specific player with the ball or freezing a pivotal moment to examine it from various angles. This level of control promises a more personalized and analytical sports viewing experience.
Cui noted that the company’s expertise in machine learning and robotics, combined with their efficient camera packaging, allows them to scale deployments from small practice facilities to large stadiums. Additionally, the startup plans to maintain affordability for both teams and broadcasters through multi-year platform contracts.
The startup recently secured $3.6 million in seed funding led by Khosla Ventures, with participation from Daybreak Capital, Entrepreneurs First, and Transpose Platform. Joe Ros, a partner at Entrepreneurs First, highlighted the founders’ strong reputation from their work in autonomous driving and noted the potential for immersive experiences to attract viewers.
Peripheral Labs has a team of 10 engineers and intends to expand, focusing on platform and hardware development to lower costs, reduce latency, and improve the resolution of 3D reconstructions. They are currently engaged in conversations with several North American sports teams and leagues, though no formal partnerships have been publicly announced. Competition in the sports technology sector exists, with companies like Arcturus Studios also offering volumetric capture solutions.
The development of accessible and effective volumetric video is not without its hurdles. Bandwidth requirements for streaming such data-rich content remain substantial, and the cost of implementing the necessary infrastructure could still be a barrier for some organizations. However, as network capabilities improve and the technology matures, these challenges are expected to diminish.
Looking ahead, Peripheral Labs will focus on refining its platform and securing pilot partnerships with major sports organizations. The success of these initial deployments will likely dictate the pace of adoption and the broader impact of 3D sports broadcasting. Industry analysts will be watching to see how the technology is received by both teams seeking performance insights and fans demanding more engaging viewing options.
The future landscape of sports viewing is quickly evolving, and Peripheral Labs is positioning itself as a key player in delivering the next generation of immersive entertainment. Whether volumetric video will become the new standard remains to be seen, but the potential to transform the sports experience is undeniable.
