Disguise And ASB GlassFloor Form Partnership

Disguise and ASB GlassFloor have announced a strategic partnership to turn arena floors into fully customisable, interactive digital surfaces. The collaboration is designed to let coaches visualise ball-tracking data as well as players' live positions, movement speeds and performance metrics directly on the court, with the aim of helping teams improve results. It will also enable venues to become multi-purpose entertainment spaces by delivering augmented reality (AR) floor experiences, including interactive games, for fans and advertisers during halftime.

At the core of the integration, ASB GlassFloor's GLASSCOURT OS will feed directly into Disguise's servers. By adopting the Disguise environment, ASB GlassFloor will enable venues to use industry-leading media servers to drive interactive content straight to the floor, building on the capabilities already available through GLASSCOURT OS.

Disguise's media server technology has already supported teams such as the Portland Trail Blazers, who became the first NBA team to broadcast AR graphics from a handheld camera, and it is trusted to run visuals at high-stakes stadiums and entertainment venues worldwide. That same technology will now underpin ASB GlassFloor's LumiFlex LED floor platform, providing frame-accurate UHD playback, low latency and robust stability so large-scale graphics can be displayed with precision.

Under the agreement, the Disguise platform will be used exclusively across all ASB Arena and Event Services floors, as well as ASB GlassFloor sports courts and activations. These include the NBA All Star Weekend, the FIBA Basketball Champions League Final 4 and the EuroLeague, alongside the company's flagship facility in Orlando, the ASB Athletes Lab.

Developed in collaboration with the NBA, the ASB Athletes Lab will showcase the joint solution to teams and clients and act as a proving ground for future innovation. In addition, the partners will provide three full-sized, portable event rental basketball courts that are expected to feature at major sports events across the US and Europe this year.

"Through initiatives like our ASB GlassFloor Athletes Lab, we've already helped NBA coaches draw plays on their iPad, and see them instantly show up on the digital court floor, alongside real-time player data," says CEO of ASB GlassFloor, Christof Babinsky. "By partnering with Disguise, we aim to take things even further. We previously worked with Disguise on an interactive LED court at the NBA's All Star Weekend in 2024 and other events. Following the huge success of these activations, we hope to unify venue AV across more LED floors, banners, jumbotrons, lights and sound so they can be driven from a single system in the future."

To advance that goal, Disguise and ASB GlassFloor are co-developing a suite of applications tailored to deliver AR games and interactive halftime experiences that fans can enjoy from anywhere in the arena. The tools are also intended to support training, competition, fan engagement and non-game-day activations — from AI-assisted defenders for basketball coaching and child-focused traffic safety scenarios to supporting larger live TV productions at weekends — driving greater footfall, impact and utilisation of existing arena infrastructure.

"This partnership highlights a broader industry shift: sports venues are no longer static spaces used only on game day," says Senior Vice President of Commercial at Disguise, Jake Stone. "Together with ASB GlassFloor, we'll help teams not only improve their performance, but also increase their revenue by using their arena as an always-on, programmable environment that everyone can benefit from year-round, whether it's used for a brand product demo or a band's stadium tour. This is not just about changing how courts look or using LED floors as a novelty, but redefining how sports infrastructure is used for the future."

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