Las Vegas doesn’t do “ordinary,” and the A’s just proved it again. As the team gears up for its move to the city, Advent—a leader in next-level digital storytelling—has officially unveiled The Immersive Cube™ inside the brand-new A’s Ballpark Experience Center. And if you thought you’d already seen the coolest tech in Vegas… think bigger.
The Immersive Cube is a jaw-dropping 26.5-million-pixel environment that transforms a room into a fully animated world. Walls, floors, ceilings—everything disappears into motion, sound, and massive visuals that drop fans right inside the A’s future Las Vegas ballpark. One moment you’re walking through a luxury suite, the next you’re reliving iconic A’s highlights, soaring over the Strip, or feeling the energy of a crowd that doesn’t exist… yet.
“This is a town that’s always on the cutting edge,” said A’s President Marc Badain. “To have an experience center that has the greatest piece of technology ever seen to promote a ballpark really overdelivered.”
Inside the Cube, the numbers alone are staggering. The structure stands 13.16 feet tall, 19.23 feet wide, and 19.92 feet deep, with every surface wrapped in seamless 270° LED panels powered by Advent’s custom-built Experiential Management System (XMS). Visitors can explore at their own pace thanks to adaptive storytelling—think interactive suite tours, dramatic cityscapes, real-time flight info to Vegas, and hundreds of unforgettable A’s moments. Up to 12 people can experience it together, with zero headsets or wearable tech required.
To put it in perspective: The Cube’s pixel load rivals some of the world’s most iconic displays—New York’s massive Times Square screens (23 million pixels) and even COSM’s cutting-edge DomeX (29.5 million pixels). In Vegas terms: it’s big, bold, ultra-immersive, and absolutely on brand.
John Roberson, CEO of Advent, describes it as more than a tech showpiece. “The Immersive Cube is designed to make every visitor part of the next chapter for the A’s. It transforms conceptual spaces into tangible, emotionally charged narratives that inspire connection and investment.”
With its debut, Advent isn’t just showing off a cool gadget—it’s redefining how sports franchises tell their stories, sell their experiences, and build excitement long before a stadium opens its doors. For the A’s, it’s the perfect introduction to their future in Las Vegas: innovative, interactive, and impossible to ignore.
Fans and visitors can expect the Experience Center to become a must-see destination as anticipation builds for the team’s arrival. And if this is just the preview? Vegas is in for something spectacular.
A's Ballpark Experience Center - The Immersive Cube™
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