StubHub has launched its Augmented Reality (AR) immersive view app upgrade ahead of the Super Bowl.

In a first for the industry, the ticketing firm has leveraged the virtual view feature, which allows potential ticket buyers to preview their seat at the U.S. Bank Stadium before buying.

The new feature helps event-goers visualise the stadium and surrounding area in downtown Minneapolis, providing an immersive planning experience before users even purchase a ticket.

Other upgrades to the app include previews of parking and picking up tickets, to attending the pre-game event.

“StubHub’s immersive view experience not only demonstrates a practical use case for AR within ticketing and live events, but also serves as an important milestone for the industry,” said Matt Swann, chief technology officer of StubHub.

“When it comes to our users, we’re passionate about providing solutions in ticket buying and selling that offer a clear value. As the first ticketing player to implement this technology, we hope to further enhance the purchasing experience ahead of the biggest day in football.”

StubHub AR

Fans using iOS will see a prompt to access immersive view on the landing page for Super Bowl ticket buyers on the StubHub app. Once the user confirms camera access, the app will launch into the camera screen, and by pointing the device at an open surface, users can tap the screen and a 3D rendering of the stadium will appear.

While using immersive view, users can toggle between the stadium and surrounding area, including venue parking lots and the blue and green Metro lines, StubHub’s ticket pickup location, as well as the brand’s pre-Super Bowl party, StubHub Live: The Field House.

Images: StubHub