• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
TechVirtual Reality

Watching the NBA in Virtual Reality Is Surprisingly Good

By
Sean Gregory
Sean Gregory
Down Arrow Button Icon
By
Sean Gregory
Sean Gregory
Down Arrow Button Icon
December 6, 2016, 7:01 PM ET
2016 NBA Finals - Game Seven
OAKLAND, CA - JUNE 19: Draymond Green #23 of the Golden State Warriors goes for the layup during the game against the Cleveland Cavaliers during the 2016 NBA Finals on June 19, 2016 at Oracle Arena in Oakland, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, user is consenting to the terms and conditions of Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2016 NBAE (Photo by Garrett Ellwood/NBAE via Getty Images)Garrett Ellwood — NBAE/Getty Images

Carmelo, get your backside out of my face.

That’s all I could think to myself one recent November evening, while watching a New York Knicks-Portland Trailblazers game. I wasn’t sitting in a posh courtside seat at Madison Square Garden, with Anthony’s derriere obstructing my view—though I may as well have been. No, I was watching this game on a Samsung Gear VR virtual reality headset. The camera angle put me right at courtside, near the official scorer’s table—where Anthony was standing, waiting to check into the game at the next whistle. Which couldn’t come soon enough.

For the first time, an American pro sports league is broadcasting a regularly-scheduled series of live games in virtual reality throughout a season. The NBA is showing one VR game per week, usually on Tuesday nights, in partnership with NextVR, a company that broadcasts live events in virtual reality. To access the games, consumers need a Samsung VR headset, which costs $99.99, a compatible Samsung phone, and the NextVR app. (NextVR says its broadcasts will soon be available on other VR platforms like Daydream and Playstation). Fans also must subscribe to NBA League Pass, which costs $199—a pretty penny for one VR game a week, but the package allows you to watch nearly every NBA game on your television, computer or mobile device. NextVR games are subject to blackout restrictions: for example, if you live in the New Orleans market or the Bay Area, you won’t be able to watch the Dec. 13 Warriors-Pelicans matchup in VR.

Get Data Sheet, Fortune’s technology newsletter.

The latest VR headsets are incredible technological feats, but so far there’s precious little content specifically made for the embryonic platform. Some companies, like NextVR, are hoping that digitally placing fans in the best seats in the house at a pro sports game will help sell headsets and software, and attract advertisers to boot. So watching pro sports in VR could be the next big thing.

But we heard the same tune about 3D TV about six or seven years ago, and that fad has come and passed. Sports fans are habitual creatures. Give them a team to pull for, some fantasy players to track, a cold beer and nice HD reception, and most are content. The live sports viewing experience doesn’t need a desperate makeover. So why would fans be compelled to potentially buy a new phone and futuristic headgear and drop almost $200 bucks for a TV subscription, all for the privilege of seeing Carmelo Anthony’s ass?

VR stakeholders insist their innovation delivers more than 3D did. “We’re used to watching sports on that rectangle on the wall,” says Brad Allen, executive chairman of NextVR, which was founded in 2009 as a 3D company. “3D TV added some depth. But you’re still watching that rectangle on a wall.” Says David Cole, NextVR’s co-founder and CEO: “When we’re doing our job right, you forget you’re in VR. You become less distractible. It’s a new consumptive state.”

How the NBA Wants to Own Virtual Reality

Cole’s not just cheerleading. I found myself way too invested in an early regular season game between two middling teams, though it was an entertaining show: New York’s 7’3″ phenom/freak-of-nature Kristaps Porzingis dropped 31 points in a 107-103 New York win. The headset tunes out external stimulation: the broadcast really places you courtside, providing close-up views of the players, refs, and fans. Porzingis’ drive down the lane, and punishing left-handed finish, is much more vivid in VR. At one point, I thought Knicks center Kyle O’Quinn was going to fall on me.

From the camera behind a basket, you can see a whole offensive play develop in front of you. It’s catnip for hoops nerds, and explains why some sports teams are turning to VR for training their players. The NextVR broadcast has its own announcers, who share directional commands you don’t typically hear on ESPN: look to your right to see a player set a screen, to your left to see a fight for a loose ball.

Fox Sports to Stream March Madness Basketball in Virtual Reality

The big problem with the VR presentation, at this point, is the resolution. Players can appear blurry, which puts strain on your eyes, and your patience, over the course of an NBA game. NextVR promises the pixilation will improve, and to be fair, Samsung’s headsets are on the lower end of today’s consumer VR tech.

Neither the NBA nor NextVR are saying how many fans are watching the VR games. The numbers are surely modest at the outset. Either way, VR won’t go mainstream right away. But based on my experience, it has a future on the court.

This story was originally published on TIME.com.

About the Author
By Sean Gregory
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

murdochs
CommentaryMedia
OpenAI paid $100 million for a talk show. James Murdoch is eyeing an even bigger deal. The hot new asset class is humanity
By Lin CherryMay 17, 2026
6 hours ago
dennis
CommentaryAI agents
Freshworks CEO: why agile enterprises are winning the AI race — and what they did differently
By Dennis WoodsideMay 17, 2026
6 hours ago
A man with a headset sits at a desk in a call center.
EconomyAutomation
The AI boom hasn’t stopped U.S. companies from hiring cheap offshore labor, and overseas call center employment is still skyrocketing
By Sasha RogelbergMay 17, 2026
6 hours ago
Zillow CEO doubles down on remote-work model: ‘There is talent everywhere in this country’
Workplace Cultureremote work
Zillow CEO doubles down on remote-work model: ‘There is talent everywhere in this country’
By Marco Quiroz-GutierrezMay 17, 2026
7 hours ago
Stressed job seeker
SuccessGen Z
Gen Z is right about the job hunt—it really is worse than it was for millennials, with nearly 60% of fresh-faced grads frozen out of the workforce
By Emma BurleighMay 17, 2026
7 hours ago
A 45,000-person labor strike at Samsung’s memory chip plants could throw a wrench into the AI boom
EconomySamsung
A 45,000-person labor strike at Samsung’s memory chip plants could throw a wrench into the AI boom
By Catherina GioinoMay 17, 2026
9 hours ago

Most Popular

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
AI
Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
By Jake AngeloMay 16, 2026
1 day ago
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
Politics
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
By Jason MaMay 16, 2026
20 hours ago
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Politics
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
By Jake AngeloMay 12, 2026
5 days ago
SpaceX heads into a record-shattering IPO with the 'deepest moat that exists today' as investors vow to 'never bet against Elon'
Innovation
SpaceX heads into a record-shattering IPO with the 'deepest moat that exists today' as investors vow to 'never bet against Elon'
By Jason MaMay 16, 2026
1 day ago
Oil markets could be a month away from the moment of truth. Brace for a 'non-linear' price spike and panic buying, analysts warn
Energy
Oil markets could be a month away from the moment of truth. Brace for a 'non-linear' price spike and panic buying, analysts warn
By Jason MaMay 16, 2026
23 hours ago
Meet the 20-year-old CEO who launched a company in high school to solve Gen Z's entry-level job crisis
Future of Work
Meet the 20-year-old CEO who launched a company in high school to solve Gen Z's entry-level job crisis
By Jake AngeloMay 16, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.