Imagine being able to experience a sports game as if you were right in the middle of the action, viewing every thrilling moment from multiple angles. This revolutionary concept is becoming a reality thanks to Peripheral Labs, which harnesses the sophisticated technology used in self-driving cars to transform how fans engage with live sports. Recent studies indicate that traditional live sports viewership has seen a decline, particularly among younger audiences like Generation Z. In response, leagues and broadcasters are on a mission to revitalize the fan experience through innovative viewing options, enhanced statistics, and in-depth analysis.
One exciting approach is volumetric video generation, a technique that allows viewers to see the game from various perspectives, providing an immersive experience akin to being inside a video game. The core technology involves using multiple cameras to capture footage in 3D, enabling fans to watch plays from different angles. Based in Canada, Peripheral Labs aims to make this cutting-edge technology accessible to more leagues and teams, thereby expanding its reach to broadcasters and fans alike.
Founded in 2024 by Kelvin Cui and Mustafa Khan, both of whom have extensive experience in the field of autonomous vehicles—having previously worked on the University of Toronto’s driverless car team—Peripheral Labs is built on a passion for sports and technological innovation. During a conversation with TechCrunch, Cui shared, "Both Mustafa and I are huge sports enthusiasts. He has been a dedicated supporter of Arsenal, while I’ve been a fan of the Vancouver Canucks since childhood. When Mustafa introduced me to his research on 3D reconstruction, I realized how exciting it would be to watch hockey in such a dynamic, multi-angle format. This inspired us to launch Peripheral Labs."
While the concept of volumetric generation isn't entirely new, the founders are confident that advancements in artificial intelligence and computer vision have made the technology ripe for widespread adoption. Leveraging their expertise in robotics perception and 3D vision gleaned from working on self-driving cars, the duo has developed a system that significantly reduces the number of cameras needed for capturing video—from over 100 down to just 32. This reduction not only lowers costs but also simplifies operational requirements.
Peripheral Labs is committed to keeping hardware costs low for teams and broadcasters, and they plan to establish multi-year agreements for their platform. Their software will integrate biomechanical data about players alongside team and league statistics, utilizing a sensor stack similar to those found in autonomous vehicles that captures scenes in depth. This innovation will empower broadcasters and fans to control how they view plays, offering features like tracking a specific player or freezing a moment to examine different angles during crucial game events.
Cui explained, "Although we use standard cameras, our unique approach combines our robotics and machine learning expertise, giving us a competitive advantage in terms of scalability—from small practice facilities to large stadiums for soccer and football." On the software side, the platform boasts the capability to monitor player movements, including subtle joint actions like finger flexion. For example, the system can analyze knee and ankle flexion during a football match, providing coaches with valuable insights into player positioning and flexibility to enhance performance.
Recently, Peripheral Labs successfully secured $3.6 million in seed funding, led by Khosla Ventures, with contributions from Daybreak Capital, Entrepreneurs First, and Transpose Platform. Joe Ros, a partner at Entrepreneurs First, remarked on the impressive following that Cui and Khan have cultivated at the University of Toronto, noting that investors often hesitate to back sports startups. However, he emphasized that Peripheral Labs represents an intersection of sports and entertainment.
"Their primary audience is the consumer, whose demand for sports content remains constant rather than cyclical," Ros stated via email to TechCrunch. "With Peripheral Labs, the future of sports consumption will be defined by immersive, volumetric video experiences. The work they are doing now will provide them with invaluable data and technology, creating a barrier to entry for competitors in this space."
The startup has been selective about the venture capitalists it collaborates with, aiming for partners who can offer expertise in product development and market strategies. Currently, Peripheral Labs employs a team of 10 engineers and plans to expand its workforce, focusing on enhancing both platform and hardware capabilities to lower costs, minimize latency, and improve the quality of 3D reconstructions.
While the company has not yet disclosed its partnership arrangements, it has indicated ongoing discussions with various teams and leagues across North America. In this competitive landscape, Peripheral Labs finds itself in contention with other startups, such as Arcturus Studios, which also specializes in volumetric capture technology for sports.
Ivan Mehta covers global consumer technology trends for TechCrunch from India and has previously contributed to media outlets such as the Huffington Post and The Next Web.
