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BeTheRef

Changing Rugby Fan Behaviours

BeTheRef stands as a pioneering VR experience designed to enlighten rugby league fans about the demanding role of a referee. This innovative project, the first of its kind globally, offers a visceral seven-minute journey in the shoes of elite referee Marcus Griffiths during a high-stakes Super League match between Salford Red Devils and St Helens RLFC. Developed in collaboration with State of Mind Sport, a national charity promoting mental fitness through sport, BeTheRef aims to foster empathy and respect for referees who often face severe abuse and immense pressure on the field.

IMPACT SO FAR

86%

of users gained a much better understanding of a referee's role.

62%

of users found the experience very realistic.

86%

of users reported a likely change in their attitude towards referees.

BTR1
1
Challenge
The challenge was to create a stable and immersive 360-degree VR experience from the fast-paced perspective of a rugby league referee, overcoming significant technical hurdles and addressing the knowledge gap among fans regarding the complexities of the referee's role.
2
Solution
We developed a custom camera rig inspired by motocross equipment, stabilising 360-degree video footage to authentically capture the referee's dynamic viewpoint, while collaborating closely with State of Mind Sport and the Rugby Football League to ensure an engaging and educational experience.
3
Impact
BeTheRef successfully debuted at Magic Weekend, with over 150 participants experiencing the VR simulation, resulting in 86% gaining a much better understanding of a referee's role and 86% reporting a positive change in their attitude towards referees. This project has also catalysed the development of a bespoke camera system for future immersive experiences.

"When fans shout abuse, they don’t appreciate what it’s like on the pitch for the ref – this is a great way to educate fans!"

Development Process

In 2019, discussions began with State of Mind Sport to address the rising abuse against match officials. We conducted extensive research, including surveys and papers, highlighting a significant knowledge gap among fans about the referee's role and the extreme conditions under which they operate. Our objective was clear: develop a ground-breaking experience that could bridge this gap.

Innovative Filming Techniques

The key technical challenge was achieving stable 360-degree footage from a sprinting referee's perspective. Traditional 360 filmmakers typically avoid fast-moving cameras due to motion sickness risks. Our solution came from an unexpected source: motocross. By adapting a motocross shoulder brace, which stabilises the neck and head during high-speed crashes, we created a custom rig to hold two 360 cameras. Test footage exceeded expectations, proving smooth and watchable even without post-stabilisation.

Pilot and Full Production

After successful test shoots, we filmed a full competitive match at the end of the 2021 season. Marcus Griffiths, equipped with our custom rig, officiated a thrilling game between Salford and St Helens. The footage captured intense moments, including a pitch invasion, providing a raw, immersive look into a referee's experience. We complemented this footage with commentary from Marcus, recorded in a retrospective interview, enriching the VR narrative.

Launch and Impact

BeTheRef debuted at the Magic Weekend, attracting significant attention. Over two days, approximately 150 individuals experienced the VR simulation, with surveys revealing transformative impacts:

  • 86% gained a much better understanding of a referee's role.
  • 62% found the experience very realistic.
  • 86% reported a likely change in their attitude towards referees.

These outcomes underscore the project's success in meeting its primary goals: educating fans and fostering empathy. The overwhelmingly positive feedback has led to requests from referee societies and clubs, extending the project's reach across the rugby community.

Key Statistics

  • Headset Activations: 150+
  • Total Play Time: 17.5+ hours
  • Demographics: 53% under 18, 86% male, 95% white British
  • First VR Experience: 48% of respondents
  • Ease of Use: 100% found VR easy to use

Future

The success of BeTheRef has not only impacted fans and referees but also catalysed a new direction for Juice Immersive. The innovative camera rig developed for this project has led us to design a bespoke camera system specifically for capturing dynamic, fast-paced 360 video. This system promises to revolutionise how immersive experiences are created in sports and beyond.

Moving forward, we aim to expand BeTheRef across various sports, creating similar experiences to foster empathy and understanding for officials worldwide. Additionally, we are exploring collaborations with educational institutions and sports organisations to integrate these VR experiences into training programs, further promoting respect and awareness for the critical role referees play.

BeTheRef has set a new standard for immersive fan education experiences, combining cutting-edge VR technology with a compelling narrative to promote understanding and respect for rugby league referees. This project not only highlights the potential of VR to drive social change but also reinforces the importance of empathy in sport. As we continue to innovate and expand, we look forward to the positive impacts these experiences will have on sports communities globally.

"It was so in your face, and all the off-the-ball incidents are so hard to spot! They get so much abuse."

LINKS

Meta Quest >

Watch in device

 

BIMA >

BIMA Awards 2022

 

Love Rugby League >

What's it like to be a Referee? Rugby League in world first