We all use GPS to get us from A-to-B. But what if we could use it to get us to Row Z? A new wayfinding solution for Marvel Stadium is under development.

Anyone who travels frequently, whether for work or play, will undoubtedly agree that GPS is always the MVP of that particular day.

As ubiquitous as brushing our teeth, GPS, be it on a phone or a car’s dashboard, a smartwatch or glasses, or even just rabbiting directions in your ear, is a lifesaver. Except when it’s trying to get you to turn right across a primary route with no traffic calming, but that’s another story…

GPS, however, can only get you so far.

It can get you to your venue, then you have to walk through the door and that can be when the fun starts.

How many times have you attended a concert or a match and found yourself on completely the wrong side of the venue for the gate you need? How many steps have you racked up while hiking to find the nearest toilets or food vendors, spending valuable time missing the festivities inside?

But now, Marvel Stadium in Melbourne is taking steps to solve these inconveniences. Home ground to a number of AFL footy teams, it’s also a popular venue for concerts and other events.

Digital wayfinding isn’t really a new phenomenon – we’ve all seen it in shopping centres and airports – you tap on a kiosk, try to figure out which way you’re facing and potter off to find your destination. With that in mind, Telstra, Google and Accenture have joined forces to bring that experience straight to the end user’s pocket.

Development is currently underway on a new 5G powered augmented reality (AR) wayfinding experience for Marvel Stadium, with the app superimposing digital information onto a real-world environment.

Telstra Group executive of products and technology, Kim Krogh Andersen, says the collaboration between two major technology players marks another important step in their ambition to create one of the world’s most technologically advanced stadiums.

“It will enable us to deepen our partnership with the AFL and deliver more immersive and innovative experiences for fans at Marvel Stadium,” she remarks.

Showcased at the Google I/O developers conference, the AR wayfinding experience pioneers the latest in Telstra’s 5G developments, and is delivered on Google Cloud, with machine learning and state-of-the-art computer-vision powered by the ARCore Geospatial API from Google.

Google trekker devices were used in the development of the experience to create a metric model of Marvel Stadium that represents the appearance and position of the physical 3D world. GPS readings and environment scans were then matched with 360-degree images using the ARCore Geospatial API.

Google Cloud vice president ANZ, Alister Dias, says: “Innovation and customer experience is in our DNA. Google Cloud’s technology will underpin next-generation 5G capabilities, transforming the way people interact with the physical environment around them. Not only will it make it easier to explore the grounds at Marvel Stadium, but it walso has huge potential to create more immersive and interactive experiences for fans.”

The convergence of cloud, the ARCore Geospatial API and 5G networking gives users the ability to interact with content, digital character displays, virtual brand experiences and indoor wayfinding, among other features.

Accenture managing director and ANZ communications, media and technology group lead, Emma Neil, says their work with Telstra and Google enables them to bring to life memorable immersive customer experiences.

“Visitors to Marvel Stadium can benefit from the ARCore GeoSpatial API to navigate their way to their seats, but beyond that, the immersive experience will continue through the app, pre-game AR shows, multi-user AR games, enhanced player analytics and performance statistics amongst other exclusive content.”

She adds that in the newly emerging metaverse continuum, the potential for immersive and dynamic fan experiences is enormous.

And the AFL is happy with the progress as well, seeing it as a way to evolve the stadium experience.

AFL executive general manager of customer and commercial, Kylie Rogers remarks: “This augmented reality (AR) wayfinding application is a great example of using the power of the partners the AFL has to deliver something to our fans that elevates their game day experience.”

The new wayfinding experience is expected to be launched ahead of next year’s footy season.