AE Live Partners with Leading Fan Engagement Platform CUE to Power Second-Screen Interactivity for Live Sports

AE Live has announced a partnership with CUE, the leading fan engagement platform for live sports and entertainment, to deliver real-time, second-screen interactivity designed specifically for broadcast-scale audiences. The collaboration builds on AE Live’s long-standing leadership in broadcast graphics and live sports production, extending those capabilities to connect the broadcast feed directly to the viewer’s mobile device.

At the center of the partnership is a custom integration pipeline engineered by AE Live, enabling engagement tools in the CUE Platform to be triggered directly from AE Live’s existing broadcast graphics systems. Graphics operators can launch polls, trivia, prizing games, and sponsor activations from the same control environments they already use, with interactive moments rendered seamlessly across 2D graphics, augmented reality elements, and second-screen experiences.

This broadcast-first approach allows viewer participation to remain tightly synchronized with live game action, without introducing additional operational complexity for production teams. Viewers join via simple on-screen QR codes, with no app download required, and their input feeds back instantly into AE Live’s graphics pipeline for real-time visualization and reporting.

This workflow has already been proven at scale in live broadcast, including during the recent CAF Tournament on SuperSport, delivered by AE Live South Africa. The deployment focused entirely on second-screen viewer engagement, with interactive moments tied directly to the broadcast rather than in-venue activations. The result was significantly higher levels of viewer engagement than are typically seen in stadium-based experiences, demonstrating the scale and effectiveness of broadcast-driven interactive design.

"What excites me most is where this leads,” said Dan Pack, Executive Creative Director of Innovation at AE Live. “Right now, AE Live and CUE are already delivering spectacular real-time interaction across broadcast and second screen. The future is about pushing beyond that and using viewer engagement as a live data source to drive next-generation mixed reality experiences. When you combine the CUE platform along with our other tools like Unreal Engine and live player tracking, engagement stops being an overlay and starts becoming part of the visual language of the game itself.”

 From a product and operations perspective, the partnership was designed to meet broadcast-grade requirements for reliability, control, and scalability.

“Broadcasters need tools that behave like broadcast tools,” said Gem Collister, AE Live Product Manager. “Deterministic, fast, and fully controllable, our solution was built to integrate cleanly into existing graphics workflows, while still opening the door to entirely new forms of viewer interaction and sponsor activation.”

Beyond engagement, the CUE platform creates new value for rights-holders and commercial partners. Each interactive moment can be branded, tracked, and measured in real time, turning traditional impressions into participatory experiences with clear attribution. Viewer participation data can be captured for post-event analysis, sponsor reporting, and longer-term audience strategy.

“CUE was built to turn live moments into real-time fan participation,” said Dan McInerney, Broadcast Partnerships at CUE. “AE Live has taken that capability and embedded it directly into broadcast workflows. Together, we are enabling engagement at the same scale and reliability as live television.”

The AE Live and CUE solution is modular by design, allowing deployments to be tailored for different sports, broadcasters, and regions. While optimized for broadcast-first second-screen experiences, the platform can also extend into in-venue environments where appropriate, using the same underlying control and data infrastructure.

‍

About AE Live AE Live delivers premium broadcast graphics, data integration, virtual and AR graphics, and creative services for the world’s largest sports, news and entertainment brands. Known for transforming data into storytelling, AE Live specializes in live spectacles that captivate audiences across broadcast, digital, and in-venue platforms.  

Learn more at www.ae.live

About CUE CUE is the leading fan engagement platform for live sports and entertainment, powering real-time interactive experiences that turn viewers into participants. With activations spanning polls, trivia, AR games, and sponsor rewards, CUE connects fans and brands across every screen, at home, in-venue, or on the go.  

‍