Case Study: SCG Trust achieves immersive AR fan experiences with Avanade's HoloLens and mobile app

SCG Trust brings sporting history to life through augmented reality

The Sydney Cricket Ground Trust (SCG Trust) sought to modernize the fan and member experience by exploring AI and augmented reality to attract more visitors and showcase its heritage. To celebrate Steve Waugh’s iconic last-ball century and meet a tight deadline for the 2017–18 Ashes, the Trust partnered with Avanade to create a distinctive, fast-to-market digital attraction.

Avanade developed a two-part solution — a Microsoft HoloLens stadium experience and an AR mobile app — using motion capture, high‑resolution animations and an agile eight-week delivery to build a proof of concept. Launched at the January 2018 Ashes, the experiences drew thousands of app downloads, widespread media coverage, elevated the SCG Trust’s reputation for innovation and paved the way for further digital initiatives.

SCG Trust

Jane Coles

General Manager of Membership and Marketing