"The metaverse has been talked about a lot, and I truly feel like we actually found it before anybody else," Beatty said.
The new Rams experience comes at a time when sports stadiums have expanded their offerings to become full-scale entertainment hubs; AT&T stadium has a 59-piece art gallery on sight, and the NFL recently signed a deal that might one day lead to adding slot machines in stadiums.
"Every second of the game is planned out, but who's to say that everyone wants to enjoy it that way, so we want to make sure we're providing different ways for people to engage with the game and keep them excited," Marissa Daly, the Los Angeles Rams general manager of media, said.