Laduma captured the imagination of sports stars and celebrities alike with a series of stunning VR and AR displays at the James Milner Lost World Charity Ball in Manchester.

The Virtual, Augmented and Mixed Reality technology company was the headline sponsor at Event City, as Liverpool F.C. star Milner held his annual fundraiser. Hundreds of guests from the world of sports and media were treated to show-stopping performances from DNA Mind Readers, singer Olly Murs and 2015 X-Factor winner Louisa Johnson. And Laduma provided some of the night’s highlights with a groundbreaking augmented reality game that involved ‘capturing’ dinosaurs via markers spread across the venue. The winner of the dinosaur hunt was treated to a brand new Apple watch.
Ben Smith, CEO of Laduma, said: “When Laduma was asked to get involved with James Milner’s Lost World Charity Ball, we sought to create an experience that would leave an indelible memory in the minds of visitors.
“The event was themed around dinosaurs so our AR game, which worked via a mobile phone app, was a great way of showing off our technology. We had a running total projected onto big screens and visitors really got into the spirit of things.
“We also brought our VR pods to the venue, so visitors could see just how exciting and all-embracing Laduma’s technology is. Word quickly spread about our stunning VR experiences, and a number of footballers and celebrities were keen to take a look.”
The annual event, held on November 26th, raised thousands of pounds for a number of charities, including Help For Heroes, Bloodwise and NSPCC. Laduma was also involved in creating a virtual reality invite ahead of the evening, featuring James Milner in a futuristic world of dinosaurs.
“James wanted something different to get things rolling before the event, so we were delighted to create a unique VR invite,” Smith added. “Our creative staff here at Laduma produced a fantastic experience that included dinosaurs walking around a virtual theme park, narrated by James himself. The invite really set the scene for the evening and was also an excellent way of showing off our stunning VR capabilities.”
Guests were also treated to an auction of sporting memorabilia and event experiences, including a trip to watch Utah Jazz, courtesy of Laduma. The event brought the total raised by the James Milner Charity Foundation – which has been running for five years – to over £500,000.