Overnght and JOYX forge partnership to bring cloud-native spatial AI to live sports
A multi-year strategic partnership deploying zero-hardware, broadcast-grade 3D spatial graphics across Olympic, collegiate, and emerging sports.
Read releaseJOYX's real-time spatial AI inserts broadcast-grade virtual billboards into live sports — generated, rendered, and placed from a pure streaming signal. No on-site hardware. No disruption to the broadcast. Just new revenue from space that delivers no economic benefit today.
Live sports command billions of engaged minutes — yet vast stretches of every frame go unmonetized. Traditional on-screen sponsorship demands costly on-site rigs and locks premium graphics to a handful of legacy broadcasters. JOYX removes the hardware, and the limits.
Source: digital video advertising forecast, The Business Research Company (2026).
JoyAd is a virtual insertion engine that finds the unused surfaces inside live video and fills them with broadcast-grade billboards — dynamic, regional, and seamless. New inventory, no new ad breaks.
Monetize surfaces that exist in every frame — without adding a single ad break.
3D modeling, rendering, and insertion happen live, from the broadcast signal itself.
Swap creative by region, audience, or moment — managed centrally, on the fly.
Broadcast-grade integration that matches lighting and motion — viewers never feel it.
Our self-trained spatial models understand the geometry, motion, and surfaces of live competition — adapting in real time, frame by frame. From a single broadcast feed to enhanced output, the entire pipeline runs in the cloud.
Take the pure broadcast stream. Nothing added on-site — no cameras, sensors, or rigs.
Spatial AI builds a live 3D model of the scene and detects every insertable surface.
Virtual billboards are generated and rendered to match lighting, motion, and depth.
The enhanced stream goes out in real time — frame-accurate, seamless, broadcast-grade.
One spatial engine, tuned across disciplines — and expanding.
JOYX and Overnght — the fastest-growing global network for Olympic, collegiate, and premium emerging sports, with multi-year digital rights to USRowing, USA Water Polo, and more — have formed a multi-year strategic partnership to bring cloud-native, zero-hardware spatial graphics to live competition across the sports ecosystem.
“The future of sports media lives in the cloud — where technology drives both fan engagement and business growth. By transforming underutilized spaces into dynamic brand touchpoints directly within the live action, our zero‑CAPEX platform creates a true win‑win ecosystem.”
JOYX runs entirely on Amazon Web Services and has completed the AWS Foundational Technical Review — meeting AWS's standards for technical, operational, and security excellence. Deployments scale globally and securely from day one.
Spin up real-time pipelines anywhere on AWS's worldwide network, on demand.
Architected to AWS technical, operational, and security review standards.
GPU-backed rendering that flexes with every event — no idle hardware.
No upfront media buys. No capital expense. JOYX earns alongside the content owners we serve.
We win when you win. New inventory, shared upside — no slots to buy in advance.
Cash-flow friendly. You pay for value delivered, event by event.
No hardware, no integration overhead, no change to how you produce the broadcast.
JOYX announcements, plus what's moving in spatial AI, live sports, and brand advertising.
A multi-year strategic partnership deploying zero-hardware, broadcast-grade 3D spatial graphics across Olympic, collegiate, and emerging sports.
Read releaseJoyAd transforms unused video space into dynamic virtual billboards with real-time 3D modeling, rendering, and insertion — powered by AWS.
Read releaseA slot for product milestones, research, and platform news — add a headline, date, and link.
A slot for partner sports, league coverage, and event highlights.
A slot for sponsor wins, market trends, and category thought leadership.
See JoyAd running on your sport — live, on AWS, in real time.