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Hugh Chigorimbo

Case Study

MLB Virtual Ball Park UI/UX Design for Metaverse.

MLB’s new Virtual Ballpark that offers immersive and engaging digital experiences to baseball fans wherever they may be.

Major League Baseball (MLB) has introduced an innovative and groundbreaking concept, the MLB Metaverse Virtual Ballpark, to provide fans with immersive digital experiences that transcend geographical boundaries. This virtual ballpark serves as a revolutionary platform where baseball enthusiasts from around the world can come together, participate in live events, and relish the essence of an authentic MLB ballpark experience, all within the digital realm.


The MLB Metaverse Virtual Ballpark was unveiled on July 5th, 2023, coinciding with the MLB All-Star Celebrity Softball Game. It marks the first-ever virtual ballpark launched by a professional sports league, signifying a significant leap in fan engagement and interaction. The inaugural event showcased the potential of the virtual ballpark, hosting a special online watch party for the Celebrity Softball Game and introducing fans to a new dimension of sports entertainment.


The creative team aimed to create an identity that would translate the key brand vision: to make inefficient markets efficient and speed up economic progress everywhere. Crezco’s identity becomes a communication tool that helps to address a broad and diverse community and conveys the product’s advantages.

The central idea that influenced the visual style of brand identity is the creative approach to the traditional bar charts usually used for financial reports and stats. They were transformed into a balanced and harmonic design system consistently used across all the brand touch-points with its customers, from logo design and animation to the diversity of both tangible branded items such as business cards, clothes, posters, billboards, and digital communication in social media.

The brand color palette is based on several shades of deep green and pale green with accent colors such as coral and beige. Such a combination is flexible for playing with color contrast and setting solid readability and legibility for different channels and spots of visual communication. The choice of typeface fell on the elegant and readable Object Sans.


  1. User Research and Experience Mapping: The UI/UX design process began with a thorough understanding of user expectations and behaviors. Mapping out the fan journey helped identify touchpoints for interaction and design optimization.

  2. Wireframing and Prototype Development: The UI/UX team collaborated to create wireframes and prototypes that laid the foundation for the virtual ballpark's structure and navigation. Early-stage designs focused on replicating the layout of a real baseball stadium while accommodating digital functionalities.

  3. Avatar Customization and Personalization: To enhance fan engagement, a key feature of the virtual ballpark is the ability for fans to create avatars customized with their favorite MLB team's jersey. This feature contributes to a sense of ownership and personal connection to the digital experience.

  4. Live-Event Integration: The UI/UX team seamlessly integrated live-event streaming within the virtual ballpark. Fans can watch games, interviews, and exclusive content on the virtual ballpark's video board, creating a dynamic and immersive atmosphere.

  5. Interactive Elements and Engagement: Various interactive elements were strategically placed throughout the virtual ballpark. Fans can explore the stadium, engage with other users, and participate in mini-games tied to real-time events happening in physical MLB stadiums.

  6. Intuitive Navigation: The UI/UX design prioritized intuitive navigation, ensuring fans can effortlessly move through the virtual environment. Clear signposts, easily accessible menus, and responsive controls contribute to a smooth and user-friendly experience.

Results and Impact:

The MLB Metaverse Virtual Ballpark has redefined fan engagement by seamlessly merging the digital and physical realms. The UI/UX design approach has facilitated a sense of presence and immersion, allowing fans to connect with one another and experience the thrill of an MLB game in a novel way. Through the implementation of innovative UI/UX features, the virtual ballpark has successfully cultivated a global community of baseball enthusiasts.

Future Developments:

MLB envisions the virtual ballpark as a dynamic platform that will continue to evolve. The UI/UX team will explore opportunities to introduce new features, enhance user interactions, and potentially integrate the virtual ballpark with a wider range of platforms. The ongoing partnership with technology firm Improbable promises further innovation in creating real-time social interactions and enhancing the overall fan experience.


The MLB Metaverse Virtual Ballpark represents a groundbreaking fusion of sports, technology, and community. By placing UI/UX design at the forefront, MLB has managed to transcend physical barriers and bring fans together in a virtual space that authentically captures the essence of an MLB ballpark experience. As the virtual ballpark continues to evolve, it stands as a testament to the power of innovative UI/UX design in reimagining the future of sports engagement.

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