#06 LA Rams In-Stadium Experience and Featured AI Tool - Satisfi Labs

LA RAMS - In Stadium Experience

📍 Rights Holder: Los Angeles Rams
📱 Platform: In-Stadium Augmented Reality (AR) Experiences
🏆 Competition: NFL 2024 Season

🔍 The Initiative

In 2024, the Los Angeles Rams elevated their gameday experience at SoFi Stadium through a series of immersive augmented reality activations designed in partnership with tech agency Pretty Big Monster. Fans witnessed a pre-game “Rampede” effect on the big screens — blue lightning flashing across their eyes to unite the crowd in a shared visual moment. During breaks, interactive AR games such as the “AA Miles Grab” (a virtual blimp claw game awarding Air Miles) and branded Bud Light filters (virtual beer-capped helmets and clinking bottles) transformed quiet intervals into energetic, sponsor-integrated crowd spectacles.

💡 Why It Worked

✅ Turned Passive Moments into Interactive Play: AR activations filled downtime with engaging, brand-integrated mini-games that kept fans connected throughout the event.
✅ Created a Collective Stadium Identity: The “Rampede” visual synced fans in a unified symbol of team energy and belonging.
✅ Seamless Brand Integration: Sponsors like Air Miles and Bud Light became part of the entertainment, not interruptions.
✅ Enhanced the In-Stadium Value Proposition: The activations rewarded live attendance with exclusive, tech-enhanced fan experiences unavailable on broadcast.
✅ Delivered Shareable Visual Moments: The AR filters encouraged fans to capture and post clips, organically amplifying reach on social platforms.

📊 The Outcome

The campaign recorded over 70,000 fan interactions across home games, with social engagement up 35% on gamedays featuring AR activations. The Rams reported higher in-stadium dwell time and improved fan satisfaction scores, while sponsors benefited from double-digit uplift in recall and favorability. The “Rampede” became a signature pre-game ritual — reinforcing the Rams’ position as one of the most innovative franchises in fan technology and live entertainment.

Satisfi Labs

🧾Satisfi Labs & their USP

Satisfi Labs is a conversational AI / “agentic AI” company focused on live-experience sectors (sports, entertainment, tourism). Their core differentiator (USP) is that they don’t just build chatbots — they deliver specialised, role-based AI agents that act like staff members (selling, servicing, guiding) and connect to real systems (ticketing, CRM, etc.).
They position themselves as outcome-driven, not just conversation engines — their promise: “sell more, service faster, gain real-time insights from every guest conversation.”
They also emphasise deep domain knowledge — their teams have sports, venue, and live event backgrounds — which helps them deliver contextually relevant agents (vs general chat AI). Finally, they combine AI + live chat + analytics + outbound marketing into a unified conversational ecosystem.

🌟Product/Tool Explained

• They offer an Agentic AI Platform that deploys multiple role-based agents (ticketing, guest support, F&B, navigation, etc.) rather than a single generic chatbot.

• These agents can handle transactions in chat, e.g. buying tickets, upselling, parking, etc.

• They offer a live chat escalation / hybrid model, so when AI can’t resolve, conversations are routed to human agents.

• Built-in analytics/dashboards/conversational metrics capture intent classification, conversion tracking, and outcome analysis.

• Integrated marketing automation/outbound triggers (email, SMS, WhatsApp) that respond to real-time fan intent captured by the AI agents.

🚀Features & Functionality

Here’s a more detailed breakdown of what the platform can (and claims to) do:

• Role-based agents: Ticketing assistant, concessions assistant, guest info, venue navigation, etc.

• In-chat commerce / transactional capability: Enables fans to purchase tickets (single-game, upsell), parking, upgrades — directly within the chat environment.

• 24/7 availability / after-hours handling: A significant share of chat volume occurs outside traditional hours; the AI handles those inbound queries autonomously.

• Context-aware responses: Agents pull from multiple data sources (ticketing systems, CRM, content feeds, stats, etc.) to respond accurately with contextual knowledge.

• Escalation / hybrid routing: When the AI cannot resolve or the user wants human help, seamlessly escalate to human support.

• Conversational Analytics & Insights: Metrics include intent classification, conversation volume, conversion rates, gaps, and drop-off points.

• Outbound activation / triggered marketing: Conversations and intent from the AI can trigger follow-ups (email, SMS, WhatsApp) to re-engage or convert fans.

• Multimodal / voice ambition: They are building toward voice, AR, and agent-to-agent communications to support richer fan engagement.

• Integrations with external systems: CRM, CMS, POS, ticketing, etc., to allow the agents to act on real operational systems.

📊Case Studies/Highlights

Here are some of the more compelling client stories and performance data:

Mississippi State University (Athletics)

• After deploying AI Chat + Live Chat, 56.8% of chats were handled outside business hours; 60% of ticketing questions were after hours.

• 33% of questions about buying tickets started as “non-revenue” queries (e.g. logistics), but the AI steered into revenue opportunities.

• 44% of inquiries began asking about single-game tickets; season ticket links got a 33% click-through rate.

Houston Astros (MLB)

• Generated US$232,000 in ticket sales through chat in a season.

• Over 11,000 work hours saved by redeploying staff.

• 71% of tickets sold via chat were bought on gameday.

• The average ticket price 3 days out was US$89.69, and the in-chat sales effectively increased pricing capture.

Premiership Rugby (UK)

• In a 10-day push, the AI answered ~14,600 messages and saved 347 work hours.

• 78% of messages arrived outside normal working hours.

• 31% of messages were about accessing/managing tickets.

• 84% of engaged fans had never used mobile ticketing before — the chat pushed new users into it.

Minnesota Vikings / Apple Business Chat

• The Vikings have used a Satisfi virtual assistant since 2017, handling venue, game-day, and fan questions.

• Expanding to Apple Business Chat: over 31,000 messages in a season, 38% via ABC.

• Fans who engaged via ABC reported 1 point higher satisfaction than those who didn’t.

🧠 Why It Matters for Sports Marketers & Sponsors

• Monetise conversational intent. Many fan queries are “soft” (information, logistics), but within those conversations lie revenue opportunities (tickets, upgrades, parking, merch). AI agents can convert them in real time.

• Extend revenue hours. Fans interact beyond normal business hours; AI captures demand that would otherwise be missed.

• Scale fan servicing without linear cost. As events scale and audiences grow, staffing human support proportionally is costly. AI offers scalable support.

• Fan data & zero-party insights. The conversational data yields insight into preferences, pain points, fan journeys — powerful for segmentation, offers, retention.

• Seamless sponsor integration. Because AI agents sit in the flow, they can surface sponsor-relevant promotions (e.g. sponsor’s concession deals, upgrade offers) contextually.

• Better fan experience = loyalty. Faster, accurate responses, fewer friction points (ticketing, directions, FAQs) increase satisfaction and brand affinity.

• Agility & customizability. Sports marketers aren’t building from scratch — Satisfi lets them deploy deep integrations more quickly, with domain knowledge baked in.

• Future readiness. As voice, AR, and multimodal interaction grow, having a conversational AI backbone positions teams/sponsors for next-gen fan interfaces.