TSE is an independent sports and entertainment agency shaping how brands and fans connect through sport. Since 1994, they’ve helped brands, organisations and rights holders grow their audiences, their businesses and their impact.
Over time, they’ve grown too - evolving from an agency partner to an active player in sport. In 2018, TSE invested in the Sydney Kings and Sydney Flames basketball teams. This gave them more than ownership, it gave us hands-on experience with stuff like managing teams, selling tickets, running events, building brands and delivering sponsorships from the inside.
That experience sharpened their understanding of fans, the sports industry, culture, and how to get things done.
Today, TSE influence how sport is marketed, seen and experienced - blending strategy and creative, with a deep connection to the sports community.
The TSE team operates under one roof: strategists, writers, designers, producers, social media experts, filmmakers, content creators and experienced sports operators. Together, they create campaigns, content, activations and events that resonate with fans and drive real business outcomes.
With strong relationships across the sports and entertainment landscape, TSE make things happen that others can’t - with the agility and edge of a truly independent agency.
Strategic Collaboration
As live entertainment enters a new era shaped by immersive technology and rising audience expectations, SHAPE has identified the need to evolve fan engagement strategies through intelligent, experience-led design. iSPARX™ proposes a strategic partnership, aligning its mutes.app (Technology, Spatial & Engagement) platform with SHAPE’s vision to redefine the future of live experiences.
Opportunity
SHAPE’s ‘Future of Live‘ report highlights a shift toward liquid expectations - audiences now demand real-time, personalised, cross-platform interactions. mytse.app has been purpose built to address this transformation, integrating immersive spatial computing with adaptive engagement tools that meet the demands of contemporary live sports and entertainment.
Disclaimer
This webpage and its contents are provided for design, demonstration, and concept purposes only. All information, visuals, and interactive elements are illustrative and may not represent final products, services, or experiences. iSPARX™, SHAPE, and associated companies make no warranties, express or implied, regarding the accuracy, completeness, or suitability of any content for commercial use. Nothing on this page constitutes a binding offer or agreement. All intellectual property remains the property of its respective owners. Any reproduction, redistribution, or commercial use without prior written consent is prohibited.
The Problem – Gaps in Live Sports and Entertainment Engagement
Sports and live entertainment remain powerful cultural forces, but current engagement models face persistent challenges:
Fragmented Fan Journeys - Audiences navigate disconnected platforms for tickets, schedules, content, and merchandise, leading to frustration and reduced loyalty.
Passive Experiences - Fans remain observers rather than participants, with limited opportunities for interaction, immersion, or personalisation during events.
Operational Inefficiencies - Teams, promoters, and venues rely on outdated systems for managing data, scheduling, and communications, creating unnecessary complexity and costs.
Revenue Leakage - Traditional ticketing and merchandising channels impose high fees and restrict direct-to-fan opportunities, limiting reinvestment in players, teams, and communities.
Lack of Spatial Integration - Venues and live events underuse spatial computing and real-time engagement tools, missing opportunities to connect physical and digital fan experiences.
These gaps weaken fan loyalty, reduce financial sustainability, and prevent sports and entertainment organisations from meeting the expectations of a new, tech savvy audience.
Our Solution - mytse.app: Technology, Spatial & Engagement
mytse.app (Technology, Spatial & Engagement) provides a connected, immersive ecosystem that redefines how fans, teams, and venues interact. By unifying digital and physical experiences, mytse.app transforms spectators into active participants while streamlining operations for organisations.
mytse.app - Technology, Spatial & Engagement for Sport and Entertainment
mytse.app is a visionary Technology, Spatial & Engagement (TSE) platform, powered by AR+IQ and inspired by Sweet Orange’s ecosystem, designed to revolutionise fan engagement and operational management.
Unlike traditional approaches, mytse.app integrates real-time data, immersive content, and personalised fan experiences. The first stage will collaborate with basketball and the Sydney Kings (NBL), expanding into broader regional sports and live events.
This initiative establishes a blueprint for scalable, community-driven innovation, bridging fan culture with advanced engagement technology.
Core Platform (AR+IQ Foundation Layer)
At its heart, myarl.app will leverage the robust capabilities of the iSPARX™ AR+IQ platform, ensuring a scalable, high-performance, and future-proof foundation.
Unity SDK Core: Provides the backbone for consistent, high-quality AR experiences across diverse mobile devices (iOS, Android) and future AR wearables. This ensures seamless integration of 3D models, animations, and interactive overlays.
Cloud Infrastructure (AWS/Azure): A resilient and scalable cloud backend will host all data, content, and AI processing, ensuring reliable access and performance even during peak usage times (e.g., live game days).
AI Framework (multi modal): Powers intelligent agents for personalised content delivery, real-time insights, predictive analytics (e.g., game outcomes, player performance trends), and conversational interfaces for fan queries.
Authentication & Analytics: A centralized system for secure user authentication (fans, team staff, administrators) and comprehensive data analytics. This will provide insights into fan behavior, content popularity, and operational metrics, enabling continuous improvement and targeted engagement strategies.
Spatial Computing Integration: Utilises ARKit, ARCore, GPS, and LiDAR technologies for precise environmental mapping and persistent spatial content, enabling accurate AR overlays at physical venues.
Core Elements:
Immersive Fan Journeys - Fans access live game overlays, interactive stats, and AR driven content directly in-venue or remotely, creating personalised engagement before, during, and after events.
Seamless Integration - Ticketing, merchandise, and fan content are unified into a single experience, reducing friction and strengthening loyalty.
Spatial Engagement Tools - Venues powered by mytse.app enable real-time navigation, AR experiences, and digital extensions of physical spaces, deepening audience connection.
Data & Insights - Teams and promoters gain actionable insights into fan behaviour, enabling smarter scheduling, targeted engagement, and improved revenue strategies.
New Revenue Streams - mytse.app supports premium packages, AR enabled merchandise, and sponsor activations, unlocking direct-to-fan monetisation beyond traditional models.
Case Application: Sydney Kings (NBL)
Through collaboration with Hoops Capital and the Sydney Kings,mytse.app demonstrates how basketball becomes more than a game. Fans experience interactive court side engagement, real-time digital storytelling, and community driven content, setting a benchmark for the future of sports and live entertainment.
Target Market - Professional Sports Franchises
Our initial focus is on professional basketball franchises, beginning with the Sydney Kings (NBL) under Hoops Capital. This market provides a strong foundation to showcase the power of mytse.app (Technology, Spatial & Engagement).
Engaged Fan Base - The Sydney Kings have one of the most passionate fan communities in Australian basketball, with strong brand recognition and consistent growth in attendance and digital following.
Franchise Structure - As part of the National Basketball League, the Sydney Kings represent a professional franchise system with established commercial operations, providing a clear framework for mytse.app integration.
Scalability Potential - Success with the Sydney Kings serves as a blueprint for expansion to other professional sports franchises both within basketball and across codes such as rugby league, football, and cricket.
By focusing on franchises and leagues mytse.app positions itself as a premium engagement platform for high-value teams and organisations seeking to deepen fan connections and unlock new commercial opportunities.
Sydney Kings - A Case Study for mytse.app
For the Sydney Kings, mytse.app (Technology, Spatial & Engagement) provides a fully integrated platform that elevates both the fan journey and operational performance.
Real-time Fixtures & Results - Fans gain instant access to live game schedules, scores, and historical results for all Kings fixtures within the NBL season.
Enhanced Game-Day Experience - At Qudos Bank Arena, fans use mytse.app powered Venue AR to view live player stats overlaid on the court, unlock exclusive content, and interact with team branding in real time.
Player & Team Deep Dives - Supporters access detailed AR enhanced player profiles, including career highlights, live performance metrics, and personal stories that deepen connection with the team.
Community Engagement - Features like social sharing of AR enhanced moments, interactive challenges, and gamified fan experiences build stronger loyalty and amplify the Kings’ digital footprint.
This partnership positions the Sydney Kings as leaders in immersive sports engagement, setting a benchmark for franchises across the NBL and beyond.
Competitive Advantage
mytse.app (Technology, Spatial & Engagement) differentiates itself through a unique blend of technology, design, and operational integration that sets it apart from conventional fan engagement platforms:
True Technology + Spatial Integration - Unlike basic team apps, TSE delivers advanced augmented reality, spatial computing, and data-driven engagement tools, creating immersive and intelligent experiences for fans.
Modular & Scalable Architecture - Built on the iSPARX™ AR+IQ foundation, TSE can be rapidly customised for different franchises and leagues without the need for ground-up redevelopment.
Franchise & League Focus - Designed for professional sports franchises like the Sydney Kings, TSE brings engagement technology traditionally reserved for global leagues into the Australian and Asia-Pacific markets.
Comprehensive Ecosystem - mytse.app unifies ticketing, merchandise, fan engagement, and operational tools into a single ecosystem, enabling both new revenue streams and streamlined team management.
Ethical & Community Centred Approach - Developed with a commitment to inclusivity and cultural sensitivity, ensuring technology enhances fan experiences without eroding authenticity or trust.
By combining immersive fan experiences with franchise-level operational value, mytse.app positions itself as the benchmark for the next generation of sports and entertainment engagement platforms.
Monetisation Strategy
mytse.app will employ a multi-stream monetisation model designed to create value for both fans and franchises:
Premium Fan Subscriptions (B2C) - Tiered memberships offering ad-free experiences, exclusive AR/Spatial content, early ticket access, and merchandise bundles.
Franchise & League Licensing (B2B) - White-label deployment of TSE for professional franchises and leagues, generating recurring revenue through licensing fees or per-user models.
Sponsorship & Brand Activation (B2B) - AR enhanced advertising and immersive sponsor activations integrated into game day and digital experiences, providing new commercial inventory for franchises.
Ticketing & Merchandise Commissions - Revenue share on ticket sales, premium experiences, and merchandise transactions facilitated through the mytse.app ecosystem.
Data Insights & Analytics (B2B) - Advanced fan behaviour insights and engagement analytics sold as a service to franchises, leagues, and sponsors, enabling smarter business decisions.
Strategic Co-Development Partnerships - Joint ventures with major franchises, leagues, or media groups to create bespoke mytse.app powered solutions, involving equity shares or large-scale development contracts.
This strategy ensures that mytse.app captures value across the full spectrum of sports entertainment - from fan engagement to franchise operations and sponsor activations.
Development Roadmap (High-Level)
Phase 1: Discovery & Detailed Planning (Current Phase)
Comprehensive requirements gathering with Auckland Rugby League stakeholders.
Detailed UX/UI design for mobile applications and CMS.
Finalisation of technical specifications and API integrations.
Phase 2: Core Platform Development
Backend API development (Flask) for data management (teams, players, schedules, results).
Frontend mobile application development (React Native/Unity) for core features.
Integration of initial AR features (Venue AR, Player Profiles).
Phase 3: Advanced AR & AI Integration
Development of more complex AR features (Match Replay, Live Updates).
Implementation of AI-powered personalization and predictive analytics.
Integration of gamification and social sharing functionalities.
Phase 4: Pilot Program & Iteration
Launch a pilot program with selected Auckland Rugby League teams and a subset of fans.
Gather user feedback and iterate on features and performance.
Optimise for scalability and performance based on real-world usage.
Phase 5: Full Launch & Expansion
Official launch of myarl.app to the broader Auckland Rugby League community.
Begin strategic expansion to other regional sports and geographical areas.
Continuous feature development and platform enhancements.
Conclusion
mytse.app (Technology, Spatial & Engagement) marks a step-change in professional sports and entertainment engagement. By harnessing advanced spatial, AR and data driven technologies, mytse.app transforms how fans connect with their teams, while providing franchises with powerful operational and commercial tools.
With the Sydney Kings (NBL) as the first showcase, mytse.app demonstrates how immersive fan journeys, enhanced game-day experiences, and integrated revenue streams can redefine the franchise model. This collaboration establishes a benchmark for how technology can elevate live sport - strengthening loyalty, driving new growth opportunities, and setting a foundation for expansion across leagues and codes.
mytse.app is positioned to become the definitive engagement platform for sports franchises, where technology, spatial experience, and fan connection converge.
