3DDV’s immersive 3D digital representation of New Highmark Stadium
Featured Image Credit: 3D Digital Venue
3D Digital Venue (3DDV), an industry leader in advanced digital visualisation technology, is creating an immersive 3D digital representation of the upcoming new home of the Buffalo Bills through a collaboration with the NFL team and Legends.
This “digital twin” of New Highmark Stadium is a significant part of both the Bills Stadium Experience and 3DDV’s extensive portfolio of venue visualisations, offering unparalleled fan engagement and venue management of the Bills’ new home which opens in 2026.
As an integral solution for hundreds of venues globally, 3DDV’s comprehensive platform brings unmatched value to both venue operators and event planners. Recognising the challenges of selling premium seating and suites during construction, the Buffalo Bills and Legends team relied on 3DDV to enable its fans to explore every corner of the new Highmark Stadium – from premium suites to general seating – and fully experience the energy and design of the forthcoming venue. The detailed visualisations and information help fans explore seating options, understand the respective value proposition, and make informed decisions, all within an immersive environment.
“3D Digital Venue is a crucial asset for our Account Executives as they introduce Bills Season Ticket Members to the New Highmark Stadium,” said Legends Vice President of Sales & Marketing, Colin Cook. “The detailed previews allow fans to virtually walk through the stadium, making confident decisions about their future gameday experience.”
Key elements of the partnership
Digital Twin Technology: 3DDV developed a high-fidelity, 3D visualization of the New Highmark Stadium, allowing fans to virtually explore suites, premium clubs, and every one of 60,000+ seats in the stadium.
Enhanced Fan Experience: The immersive preview center enables fans to make confident, informed decisions about their future game day experiences, bridging the gap between concept and reality while the stadium is under construction.
Accelerated Sales: The interactive 3D experience has directly facilitated sales, with premium seating nearing sell-out faster than anticipated, according to Colin Cook.
“The success of this collaboration demonstrates how our technology can revolutionize fan engagement, storytelling, and sales for any sport club. The Buffalo Bills’ ability to share the story of their future stadium through an interactive, virtual experience is setting a new standard for fan interactions and venue management,” added Steve Stonehouse, Head of North American Markets at 3D Digital Venue.
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