Acquisitions / Sports

A holographic football platform used by the Baltimore Ravens is under new ownership

Arlington, Va.–based ByteCubed acquired Pre-Game Prep from Towson-based Mixed River, and is bringing on a key team member who quarterbacked the platform.

With mixed reality, this could happen in training camp. Photo by Wikimedia Commons user Au Kirk, used under Creative Commons license.

A platform that helps the Baltimore Ravens train using holograms is at the center of a new division at Arlington, Va.–based ByteCubed.
The consulting firm said it acquired Pre-Game Prep from Towson-based Mixed River. The client relationship with the Ravens will continue as it looks to grow the platform. Terms were not disclosed.
The Ravens started using Pre-Game Prep last year. With the HoloLens, it allows teams to line up with holograms of an opposing team on the field, and offers a way to take “mental reps” of a specific play. It also brings in data from multiple sources.
The platform will be offered under a new subsidiary called ByteCubed Labs. It’s designed to focus on early stage development of new products focused around experience design, technology and data science.
“The acquisition of Pre-Game Prep and the launch of ByteCubed Labs allows us to expand our leadership in complex data analysis and advanced engineering to a new market of professional and college football teams,” Ahmad Ishaq, ByteCubed founder and Chief Innovation Officer, said in a statement.

There’s also a personnel aspect to the deal, as ByteCubed is bringing over Troy Jones Jr., who will be VP of Business Development & Operations at ByteCubed Labs. At Mixed River, he oversaw the product’s development, implementation and sales. Jones also worked at Morgan Stanley and with the National Football League Players Association. He also has football experience, having been an all-state quarterback at St. Paul’s in Baltimore, and played Division I football at the University of Maryland and Western Kentucky University.
“I’m thrilled to be joining the team at ByteCubed Labs. By combining the power of data analysis, AI and mixed reality, I’m confident we’re positioned to revolutionize the world of experiential technology,” Jones said in a statement.


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