Peripheral Labs is reimagining how fans watch live sports by blending artificial intelligence, 3D vision, and self-driving car sensor technology. As younger audiences drift away from traditional broadcasts, leagues and broadcasters are searching for ways to make games feel more interactive and immersive. Within the first few seconds of a match, many fans now want deeper context, flexible camera angles, and experiences that feel closer to video games than television. Peripheral Labs believes its volumetric video platform can meet those expectations. By turning live action into explorable 3D environments, the startup aims to pull viewers directly into the play. The goal is simple but ambitious: make watching sports feel exciting again. That mission is gaining attention across the sports and tech industries.
Credit: Peripheral LabsPeripheral Labs Targets the Decline in Live Sports Viewing
Live sports viewership has steadily softened for certain leagues, especially among Gen Z audiences who grew up with interactive digital media. Traditional broadcasts often feel passive compared to gaming, social media, or short-form video platforms. Peripheral Labs sees this shift not as a threat but as an opportunity to rethink how sports are presented. The company’s technology allows fans to watch plays from multiple angles in real time or after the fact. Viewers can rotate perspectives, zoom into key moments, and explore the action as if they were inside the stadium. This approach reframes sports viewing as an active experience. For broadcasters, it offers a new way to hold attention without changing the sport itself.
Volumetric Video Brings Fans Inside the Game
At the heart of Peripheral Labs’ platform is volumetric video generation, a technique that reconstructs real-world action in three dimensions. Unlike standard replays that rely on a few camera cuts, volumetric video lets fans choose their own viewpoint. The experience feels closer to a sports video game replay than a traditional broadcast clip. Fans can follow a striker’s run, a defender’s positioning, or a goalie’s reaction from any angle. This level of immersion can deepen understanding of the game while also boosting entertainment value. Peripheral Labs believes this freedom of movement is what modern audiences crave. It turns watching into exploring.
Making Advanced Sports Tech Affordable
Volumetric video has existed for years, but it has typically been expensive and complex to deploy. Many systems require more than 100 cameras installed around a venue, putting the technology out of reach for most teams and leagues. Peripheral Labs is focused on reducing that barrier. By optimizing 3D reconstruction models, the company can dramatically cut down the number of cameras needed. This makes deployment more realistic for mid-sized leagues and regional broadcasters. Affordability is a key part of the company’s strategy to scale. Wider access means more experimentation and faster adoption across sports.
Founders With Deep Roots in Self-Driving Cars
Peripheral Labs was founded in 2024 by Kelvin Cui and Mustafa Khan, both of whom previously worked on autonomous vehicle technology. The duo competed on the University of Toronto’s self-driving car team, earning multiple awards for their work. Khan later became a researcher at Huawei, while Cui worked as a software engineer at Tesla on chassis systems. Their backgrounds gave them hands-on experience with sensors, perception systems, and real-time decision-making. Those skills translate naturally into sports video reconstruction. Instead of tracking cars on roads, the system now tracks athletes on the field. The technical crossover is surprisingly direct.
Turning Robotics Perception Into Sports Insight
Self-driving cars rely on advanced perception to understand their surroundings, predict movement, and react instantly. Peripheral Labs applies the same principles to live sports footage. Using computer vision and robotics perception, the system analyzes player motion, spatial relationships, and environmental context. AI models then rebuild the scene in three dimensions with remarkable accuracy. This process allows the platform to function with fewer cameras while maintaining visual fidelity. The result is a cleaner, more scalable solution. It also opens the door to advanced analytics layered directly onto the 3D experience.
A Personal Passion Behind Peripheral Labs
For the founders, Peripheral Labs is not just a technical experiment but a personal project rooted in fandom. Kelvin Cui grew up watching the Vancouver Canucks, while Mustafa Khan is a lifelong Arsenal supporter. Their shared love of sports helped shape the product vision from day one. When Khan showed Cui his research on 3D reconstruction, the idea of watching hockey in a free-flowing, multi-angle format immediately clicked. That moment sparked the creation of Peripheral Labs. The founders wanted to build something they would genuinely use as fans. That authenticity shows in the product’s design choices.
New AI Models Accelerate Volumetric Video
Recent advances in AI and computer vision have made volumetric video far more practical than in the past. Peripheral Labs leverages modern neural networks that can process video data faster and with greater accuracy. These models are better at filling in visual gaps and smoothing motion in reconstructed scenes. As a result, the experience feels more natural and less like a technical demo. Improvements in hardware and cloud computing also support real-time or near-real-time rendering. Together, these advances signal that volumetric sports viewing is ready for broader adoption. Timing is a critical advantage for the startup.
Broadcasters and Leagues Eye New Fan Experiences
Sports leagues are under pressure to innovate without alienating traditional fans. Peripheral Labs positions its technology as an enhancement rather than a replacement for broadcasts. Volumetric views can be offered as premium features, second-screen experiences, or social media clips. This flexibility makes the platform attractive to broadcasters experimenting with new formats. Teams can also use the technology for coaching, training, and fan engagement. A single system serving multiple purposes improves return on investment. That practical value strengthens Peripheral Labs’ pitch to partners.
Meeting Gen Z Expectations for Interactivity
Gen Z audiences expect control, customization, and immersion in digital experiences. Peripheral Labs aligns closely with those expectations by letting fans decide how they watch. Instead of being locked into a director’s cut, viewers become participants in the storytelling. This shift mirrors trends seen in gaming and interactive media. Sports, once considered resistant to change, may benefit from the same evolution. Peripheral Labs is betting that interactivity will drive renewed interest. Early reactions suggest that curiosity alone can boost engagement.
The Future of Watching Sports Looks 3D
Peripheral Labs represents a broader shift toward experiential sports media. As technology matures, the line between watching and playing continues to blur. Volumetric video could become a standard feature of major broadcasts within the next decade. For now, Peripheral Labs is focused on proving that immersive viewing can be accessible and scalable. Its use of self-driving car technology offers a unique edge in a competitive space. If successful, the startup may help redefine how fans connect with their favorite teams. Watching the game may soon feel like stepping onto the field.
