The National Basketball Association (NBA) and Unbnd, an Australian creative technology company, announced a content partnership to broadcast NBA TV - the league's 24/7 dedicated linear channel - and game highlights in a Mixed Reality Theatre Experience to fans in Australia and Singapore.

Beginning with the 2019-20 NBA preseason, Unbnd will launch its new Missing in Action (MIA) content platform, which will allow users to experience live NBA games, highlights and original programming.  The MIA platform will use mixed reality to enhance the NBA broadcast experience for fans, simulating a 360-degree virtual theatre environment that displays real-time game statistics and interactive branded content experiences.

“With the AR and VR industry set to reach a value of $20 billion in 2019, we know MIA will really appeal to fans and open doors for brands looking to attract and retain consumer attention,” said Unbnd CEO Antony Arena.

“As a big fan of the game, this partnership with the NBA is a huge deal for me on a personal and professional level, and we're excited to take fans from being spectators to actively engaging with the content in a meaningful, relevant and exciting way.

 “As content consumption continues to evolve, the NBA has been at the forefront of technological innovations that enrich the viewing experience, and this partnership with Unbnd will allow us to provide another next-generation viewing option to our fans,” said NBA head of global content and media distribution Ramez Sheikh.

“By combining NBA content with Unbnd's enhancements, we will deliver an immersive and unique experience to further engage fans of the NBA.

The MIA app will be available before the start of the 2019-20 NBA season across iOS, Android and all compatible virtual reality headsets.

Unbnd is a technology company that specialises in virtual reality, augmented reality, spatial AR, animation and beyond.

Using cutting edge technology, Unbnd aims to cater to brands that want to develop outside the box campaigns to build audience connections in meaningful and imaginative ways.

A team of futurists, artists and thinkers who play with the impossible, Unbnd's immersive campaigns have been executed across different fields, including advertising, marketing teaching, training, selling and on-boarding practices.

By creating engaging and memorable experiences, Unbnd aims to transform the way brands connect with people.