Volumetric Video Revives Live Sports for Gen Z
Startups like Peripheral Labs are using 3D capture and AI to deliver immersive, multi-angle views that traditional broadcasts can’t match.
Reports show traditional live sports viewership is slipping among Gen Z, pushing leagues and broadcasters to rethink the fan experience. The challenge isn’t the sport—it’s the static, single-camera perspective that feels outdated. Enter volumetric video, a technology originally tested in gaming and film that is now being tailored for live soccer, hockey, and football to deliver a fully immersive, choose-your-own-view experience. Unlike standard footage, volumetric capture creates a three-dimensional digital model of the action, allowing viewers to orbit plays in real time and zoom in on specific players or moments from any angle.
Canada-based Peripheral Labs is betting this is the future. Founded in 2024 by Kelvin Cui and Mustafa Khan, the startup combines expertise from the University of Toronto’s driverless car team, Khan’s research at Huawei, and Cui’s software engineering background at Tesla. “Both Mustafa and I are huge sports fans,” Cui told TechCrunch, explaining that Khan’s 3D reconstruction research sparked the idea to recreate hockey plays with free-flowing, multi-angle control. The founders believe AI and computer vision advances have finally made volumetric generation scalable for live sports.
Peripheral Labs’ competitive edge lies in its proprietary sensor stack and software platform, which borrows heavily from robotics perception used in self-driving vehicles. This AI-driven approach significantly reduces the hardware burden; where traditional volumetric capture might require over 100 cameras, Peripheral Labs claims it can reconstruct 3D environments with as few as 32. This reduction lowers operational costs and complexity, making the tech feasible for both practice facilities and major stadiums. The software doesn’t just visualize action—it analyzes it. By tracking biomechanical data, including knee flexion and even finger movements, the platform provides coaches with granular insights into player positioning and physical limits, transforming video analysis into actionable performance data.
Beyond coaching, the fan experience is the ultimate target. The platform enables viewers to freeze a critical moment—like a foul or a goal—and spinning the scene to see every angle. Broadcasters can automate camera work or let fans track individual players, creating a “video game” feel that appeals to younger demographics accustomed to interactive media.
Investors are taking note. Peripheral Labs recently secured $3.6 million in seed funding from Khosla Ventures, Daybreak Capital, Entrepreneurs First, and Transpose Platform. Joe Ros of Entrepreneurs First highlighted that while sports tech can be risky, Peripheral Labs is effectively an entertainment play with evergreen demand. The founders are selective about their backers, prioritizing those who offer strategic value for product development and market entry.
With 10 engineers currently on staff, Peripheral Labs is aggressively hiring to refine its 3D reconstruction resolution and reduce latency—critical factors for live broadcasting. While the startup has yet to announce public partnerships, it is reportedly in talks with several North American teams and leagues. As it competes with firms like Arcturus Studios, the race is on to define the next generation of sports consumption. By bridging the gap between data and immersive viewing, Peripheral Labs aims to ensure that the thrill of the game isn’t just watched, but felt.
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