Image Credit: LA Dodgers.

If you went to a major league baseball game, chances are, the last thought you had in your head was "Huh, I wonder if any anime characters are going to show up in the middle of the game." But, certainly enough, such was the case when three members of the world-famous virtual YouTuber (or VTuber) group hololive took Dodger Stadium by storm for a game between the LA Dodgers and the Milwaukee Brewers. Fans of the group flew in from across the globe for the one-night-only opportunity, filling the stands with both fans of baseball and the VTubers themselves. While maybe unexpected, the collaboration showcased another unique facet of AV's capabilities, pushing the boundaries of how the experiences can come together.

Announced in May, "hololive night at Dodger Stadium" featured unique hololive merchandise, photo opportunities, and celebrations of their fans who came to attend the game. Throughout the night, hololive members encouraged the crowd to make some noise for their team, sang "Take Me Out to the Ball Game", and even launched an intricately-coordinated drone show for spectators to enjoy. The experience was welcomed by hololive fans and baseball enthusiasts alike, making for an unforgettable evening.

How a VTuber is Made

While VTubers are a newer phenomenon, they're still a part of the broader umbrella of streaming. VTubers utilize most of the same hardware and technologies as regular streamers, making it similarly easy to scale in quality, in terms of capture and recording. The key differences are twofold: First, VTubers determine their avatar's appearance, ranging from 2D static renditions of their avatars all the way up to fully-rigged 3D models. Second, VTubers choose the tracking software used for motion capture, including speech, movements, gestures, and more. Motion capture is typically done via a webcam, although some hardware setups utilize VR devices, including headsets and hand tracking devices. Basic implementations can identify broad motions, while more advanced arrangements can accurately depict subtleties such as specific mouth movements, similar to how film animation/CGI captures speech from a performer.

The popularity behind VTubers stems from both Japan itself and Japanese cultural product. Many viewers appreciated the novelty of a virtual on-screen presence in the form of livestreaming, drawing parallels to the dedicated fanbase of virtual idols utilizing Yamaha's Vocaloid software. Starting in 2016, this breakout success translated to VTubers being managed by agencies in a similar manner to other Japanese pop idols and groups. In contrast to trends within the physical livestreaming space, VTubers have more of a tendency and capability to include a persona, by nature of already having an artificial presence on-screen. Additionally, a digital environment introduces potential for novelty, such as virtual backgrounds, or even engagement opportunities between viewers and the VTuber themselves.

Naturally, the inclusion of VTubers in marketing initiatives started with Japanese businesses and organizations, such as SoftBank, Sega, and municipal governments within Japan. As their popularity grew, mainstream brands recognized their potential, with Taco Bell including Hololive member Gawr Gura in one of their ads and Netflix spinning up their very own VTuber. The broader cultural appeal continues to spread as VTubers contend with major streamers in popularity, including VTuber Ironmouse winning the Content Creator of the Year award at the 2023 Game Awards.

What the Future Holds

The proliferation of VTubers shows significant potential, both for content creators and brands. VTubing continues to show growth in livestreaming, with even household brands such as Kellogg's Frosted Flakes creating a VTuber for Tony the Tiger. As virtual production tools and methodology evolve, the creative possibilities evolve with them. Much has been said about "the metaverse" with scant understanding of its capabilities, but VTubers represent a clear example of real-world implementations with impact.