Yorkshire Tea and the ECB devise VR experience for cricket fans

Yorkshire Tea and the England and Wales Cricket Board (ECB) are set to launch the 'A Proper Ball' virtual reality (VR) experience today (8 July) at the SSE Swalec in Cardiff.

A screen shot of the VR experience featuring James Anderson
A screen shot of the VR experience featuring James Anderson

Developed by BMB London, the experience uses an Oculus Rift headset that enables cricket fans to feel what it is like to face three balls from England fast bowler James Anderson.

The experience transports fans to the crease, where they will be met by a real-life version of Anderson. He will then bowl the three balls at 80mph over a period of approximately two minutes.

Tom Blair, brand manager at Yorkshire Tea, said: "Our mission was to create a user experience that was as near to the real thing as possible – and after trying it out for myself, and seeing the expressions of others who have tested it, I think we’ve achieved that.

"It’s normally only unfortunate opposition batsmen who get to take on James Anderson at his most ferocious, but with this new technology, thousands of spectators will be able to do the same, experiencing just what an 80mph Yorker from ‘The Burnley Express’ actually feels like."

Richard Wilcock, account director at BMB, added: "BMB is thrilled to be launching such an immersive digital cricket experience on behalf of Yorkshire Tea. It will help cement and build on the brand’s credentials in the world of first-class cricket and help connect it with new audiences."

'A Proper Ball' is the latest in Yorkshire Tea’s £3m programme of cricket-focused activity since 2013, where it supports the sport on both a national and grassroots level.

More: Event TV: Yorkshire Tea showcases cake sculptures in King's Cross

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