wTVision created a virtual studio environment for DAZN Italy in NVP Innovation Hub in Cologno Monzese, designed to expand the creative possibilities of live sports storytelling across multiple shows, identities and production contexts.
Developed by wTVision’s creative team and supported by DAZN Italy’s creative direction, the project brought together architecture, interior design, art direction, lighting, 3D design and advanced virtual production techniques to make the transition between real and virtual elements feel natural on air. This collaboration contributed to raising the standard for premium sports storytelling, with six virtual environments and two adapted variations giving DAZN Italy a flexible studio foundation for its coverage.
More than a set design project, the work focused on building a coherent visual world where spatial depth, lighting, reflections and background movement could support a more immersive and distinctive on-air experience.
For DAZN Italy, this creative evolution comes at a defining moment. The platform holds the exclusive rights to broadcast the entire Serie A Enilive in Italy until 2029 and will also be the only place in the country to watch all 104 matches of the FIFA World Cup 2026™.
At this scale, the studio is more than a production space. Sports coverage depends on rhythm, emotion and context. Studio environments need to support that pace, giving presenters and production teams a credible and flexible space to frame analysis, discussion and live storytelling. DAZN Italy needed virtual environments that could not only feel premium on screen, but remain visually consistent across different programmes.
In virtual production, credibility often depends on details that audiences may not consciously describe, but immediately perceive. Background elements, including the virtual windows within the studio environment, needed to respond correctly to camera movement, preserving depth and spatial logic throughout the shot. wTVision approached each environment as a real studio space, considering proportions, textures, lighting direction and the way presenters would inhabit the space. This multidisciplinary knowledge allowed the physical and digital layers to blend with a level of realism that matches top-tier sports coverage.
The project was built around wTVision’s ability to bring Unreal-based virtual studio design from creative concept to live production. Within the same ecosystem, R³ Engine and Unreal operated as complementary technologies, combining cinematic photorealism with the control, responsiveness and workflow integration required for live studio environments. wVSet provided the virtual set and augmented reality layer, connecting creative flexibility with the operational precision needed to make those environments reliable and ready for air and capable to adapt to different editorial formats while preserving a coherent look and feel.
The collaboration between wTVision and DAZN Italy began in June 2025 and reached go-live in September 2025. Throughout the process, both teams worked closely on the creation and execution of the virtual studio environments, with NVP technical partner, in coordination with DAZN, supporting PCR and facilities behind the scenes.
“Virtual studios are not created by technology alone. What makes the difference is the knowledge behind the image: architecture, interior design, art direction, lighting… With DAZN Italy, our creative team used that expertise to make the boundary between the real and the virtual almost imperceptible, delivering a studio environment tailored to the client’s expectations and built for premium sports storytelling,” said Ricardo Barros, Chief Operating Officer at wTVision.
The result is a virtual studio ecosystem designed to support DAZN Italy’s premium sports coverage with greater visual range, realism and creative control. It reinforces wTVision’s role in helping media brands transform studio production into a more immersive, adaptable and visually distinctive experience.
For wTVision, the project reflects where virtual production in sport is heading: beyond digital scenery and into fully designed storytelling environments, built to give every match, competition and on-air moment more depth, context and emotional impact.