Sports marketing specialist HSCOM will enter the goods business using 3D technology. It will expand its business scope from sports to the entertainment and show business sectors.
HSCOM said it signed a strategic memorandum of understanding (MOU) with HK Innovation, a company specializing in 3D virtual image technology. The two companies will combine HSCOM’s sports marketing and content planning capabilities with HK Innovation’s technology to jointly plan and develop new products.
HSCOM has been engaged in planning, directing, operating and promotion at sports events and marketing sites. Through this agreement, it plans to apply the experience gained on site to product development and expand into content business using entertainment intellectual property (IP).
HK Innovation is a corporation that possesses “Real 3D virtual image technology,” which combines optical lenses and pattern technology. Based on this, it develops and produces 3D image films, photocards, key rings and golf ball markers. It says it can render not only players’ appearances and clubs’ logos and emblems but also artists, actors, idols and characters in three dimensions.
Products to be jointly developed include 3D photocards of players and artists, limited-edition cards using club and entertainment IP, key rings and accessories, VIP and commemorative cards, and collection items. It will also promote promotional goods for corporations and sponsors and products linked to concerts, fan meetings and pop-up stores.
The collaboration is focused on creating content that fans want to collect, beyond simple souvenirs. The two companies plan to increase the rarity and collectible value of products to link fans with players, artists and brands through consolidation.
An HSCOM official said, “Goods that fans want are changing from items that simply bear logos or photos to content that allows them to collect and experience their favorite players and artists in special ways.”
He added, “By combining HK Innovation’s differentiated 3D technology with HSCOM’s content planning capabilities, we plan to introduce new forms of IP products not only in sports but also in the entertainment and show business markets.”
An HK Innovation official explained, “3D virtual image technology has great potential when combined with content IP that has strong fandoms, including sports players and clubs as well as artists, actors and characters.”
He said, “Through cooperation with HSCOM, we will create new products and business models that allow the technology to meet various fandom markets.”
The two companies plan to pursue collaboration not only with professional sports clubs, associations and players but also with talent agencies, artists, performance and content producers. They plan to expand the sports and entertainment IP business by consolidating everything from content planning to product development and fan marketing.
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