VenuesNow (09/05/19) Newcomb, Tim

Motionloft has begun to expand its crowd-tracking technology inside venues, serving the Dallas Mavericks basketball team by helping them monitor concession lines and flow through the American Airlines Center. “We were primarily an outdoor analytics product offering,” recalled Motionloft's Chris Cooper. “Now we get to talk about the entire fan journey from outdoors to indoors.” The company has worked with commercial real estate and smart city organizations to analyze fan movement outside of large venues, traffic and parking patterns and the flow of crowds through restaurant and retail spaces. The expansion seeks to link fans to data by tying the tracking solutions into the Mavericks app, to provide real-time wait times according to specific concession lines. “The most unique application is that we will be able to tell in-arena advertisers in our concourse and elsewhere how much time people spent engaged with an ad, a promotion or presentation,” said Mavericks and Motionloft owner Mark Cuban. “They may be standing at a concession, walking through the arena or elsewhere, but if they stop and look or participate we can count them with Motionloft." The technology captures video in 300-millisecond increments, then deletes the video and processes the data, with real-time deciphering performed by the sensors.

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