Major League Baseball (MLB) recognized that geographical constraints, stadium capacities, and ticket prices often prevent many fans, especially younger demographics, from experiencing the thrill of a live game. The challenge is to bring the energy of a real stadium into a digital space and use it to increase fan engagement and find new revenue streams.

Drawing inspiration from previous projects that let K-pop fans meet their heroes, MSquared worked with Improbable to create a virtual stadium embedded directly in the MLB website. With custom avatars, spatial voice chat, and a live game feed, fans could chat, take part in trivia and scavenger hunts, and even join a chorus of "Take Me Out to the Ball Game" during the seventh-inning stretch.

Leveraging both MSquared's Morpheus Platform, which enables thousands of fans to gather simultaneously in one virtual space, and pixel streaming for easy access through any web browser, fans could quickly and easily watch live game feeds on virtual big screens and enjoy exclusive content, such as celebrity interviews. The experience included real-time 3D representations of the players' movements, powered by MLB's Fieldvision 3D telemetry. This, synced with the live broadcast, brought the action to fans worldwide.

The Virtual Ballpark significantly broadened MLB's audience, drawing in younger and more diverse fans globally. It unlocked new revenue opportunities through digital ticketing, media rights, and both physical and virtual merchandise sales, supporting a more direct-to-consumer model. Beyond commercial impact, the platform provided a flexible space to trial new formats for fan engagement and test emerging digital experiences.