Ahead of the launch of Google Daydream, European entertainment company Sky has launched the Sky VR app. The media giant, which serves 22 million customers across the UK, Ireland, Germany, Austria and Italy, is investing in the production of original 360-degree video content.

Sky partnered with im360 to produce Sky Sports: Closer featuring David Beckham, and will launch the first of a series of Sky exclusive commissions—a performance from English National Ballet’s production of Giselle ahead of its forthcoming UK tour. The company is also producing Sky News: US Elections and Tutankhamun’s Tomb: The Search for Nefertiti.

“In order to coordinate all of the VR activity taking place across Sky, from news to live sports and entertainment, we felt it best to create a dedicated team,” John Jelley, vice president of business development at Sky, told [a]listdaily. “Sky VR Studio coordinates all VR activity across Sky, from the generation of content ideas to filming and post production. It’s a centralized resource, staffed by VR experts, that any of our teams can call on.”

By the end of the year, Sky will have shot more than 20 VR pieces, covering heavyweight boxing, Formula 1, Team Sky cycling and Premier League soccer.

David Beckham on set
David Beckham on Sky Sports: Closer set

“We are known to have unprecedented access to the world’s biggest and best sporting events, the making of some of the most popular entertainment shows, and to a range of significant cultural events,” Jelley said. “We can use that access to transport viewers to locations around the world, offering them a unique perspective on events.”

The Sky VR app includes 20 partner experiences, including previously released 360-degree content from Disney, Fox Innovation Lab, Warner Bros., Baobab Studios, Jaunt, Innerspace and Surround Vision. “Launching the Sky VR app will allow Sky to understand what works, what consumers like, and how we might develop the app further,” Jelley said. “We want to be at the forefront of the development of VR and help shape the industry. We’re really just at the beginning of what’s possible with VR.”

Jelley said that while there are a lot of VR headsets available across mobile, PC and now PS4 with PlayStation VR, there’s a lack of great content outside of gaming. At the same time, 360-degree cameras now have improved functionality, and are more readily available.

“For a content creator like Sky, it opens up exciting new opportunities to transport viewers to places they have never been before,” Jelley said. “We can offer them a truly unique perspective on major events.”

In addition to working across mobile VR headsets, the app allows non-VR owners to explore the content. When asked about PlayStation VR, Jelley said the app will expand to additional platforms in the future, and Google Daydream will also open up new opportunities for Sky and other VR apps.

“VR is at a really collaborative stage,” Jelley said. “Google’s expertise in software and hardware development is driving innovation with Daydream and creating an ecosystem allowing VR to go mainstream. Google, like Sky, wants to be at the forefront and set the agenda when it comes to the development of VR.”

Sky is also continuing its investment in gaming. Sky completed a $1 million investment in the GC VR Gaming Tracker fund, which is managed by entertainment and video game executive Jon Goldman. Jelley said this fund will invest in early-stage VR, augmented reality (AR), eSports and gaming start-ups.

“We are focused on developing what we are doing in VR films and exploring demand for eSports, with the recent launch of the Ginx eSports channel on Sky,” Jelley said. “We are monitoring developments in gaming and are always interested in exploring new ways of engaging with content. Although, we have no immediate plans to move in this area.”