In this episode of the User Friendly podcast, J.R. McCabe, Chief Business Officer, Consumer Products at Sinclair Broadcast Group joins podcast host Hanish Patel. They discuss how Sinclair teamed up with Deloitte to build a fandom metaverse experience at the BNP Paribas Open that blends the virtual and physical worlds, deepens engagement, and drives new revenue streams. Patel and McCabe explore the possibilities ahead for experiential gaming and how virtual fan engagement in the metaverse can help build loyalty—and new business models—for brands.