Sit at any table around C Space in the Aria, or eavesdrop while in line for the Las Vegas Convention Center, and there’s a good chance you’ll hear excited chatter about one, particular word: “Sphere.”

The rotund arena, located just off the Strip, has captured attention at CES for the dynamic, 360-degree advertising wrapped around its outside and even more stunning visuals on its inside. Marketers are being drawn in by the dozens by agency partners hoping to show off the future of immersive technology. Others are shelling out themselves for tickets (starting at $69 apiece) as the venue’s introductory experience has become an evening pastime as popular at CES as the myriad parties and casino hangs.

While offering entertainment, Sphere has bigger ambitions to turn its outer shell—dubbed “exosphere”—into a one-of-a-kind digital advertising destination. To this end, the venue is gearing up for its biggest opportunity yet: the Super Bowl, which takes place in Las Vegas next month, and for which CES could serve as a kind of tentpole advertising aperitif.

“Everyone’s vying for attention during these big moments, especially in a city like Las Vegas,” said Janet Lee, senior VP of mobile experience at Samsung Electronics America, which activated Sphere during CES. “We were able to create something that really grabs your attention and makes you want to learn more.”

Read more: How brands are using the new Las Vegas Sphere

This week’s “exosphere” advertisers are precisely the kind of tech giants one would expect for an electronics event as big as CES. Samsung turned the outer shell into a Doctor Strange-themed portal promoting new AI capabilities on its mobile devices. Its takeover, which took place on Jan. 8, was a tie-up with Marvel Studios.

The following day, Google activated Sphere for at least the third time since the venue opened last September, choosing to promote Android. A large iteration of a Tetris game also appeared on the exosphere that day, as well as other times during the week. The game was not an ad but art created by Sphere’s content studio.

Tetris declined to comment for this story. Google did not respond to requests for comment.

And on Wednesday, Intel turned Sphere into a psychedelic-futuristic ad for its AI processors.

“With an expected 130,000 attendees at CES, Sphere is an incredibly unique and creative way for us to break through when we have the right audience in the right place at the right time,” said Claudia Vasallo, general manager of global client marketing, Intel Client Computing Group.

Sphere representatives told Ad Age that brands are showing significant interest in advertising opportunities on the exosphere.

No brands have yet to be formally announced for Sphere advertising around the Super Bowl.

A source close to the situation said that Sphere’s ad inventory for the Super Bowl has sold out. These ads typically cost around $450,000 per four-hour activation, although it is unclear if prices during Super Bowl are the same.

Center of attention

While no concerts are taking place at Sphere during CES, ad agencies are still taking clients to the venue to show off what some consider to be the future of immersive technology. A two-part introductory event, featuring a visit through Sphere’s atrium and a screening of a nature documentary directed by Darren Aronofsky, has four daily showings.

Media.Monks has been bringing clients to the event multiple times each day of CES. McCann Worldgroup brought its innovation council to the event. Others, such as Verizon and trade group DPAA, have also coordinated pilgrimages with partners to the Sphere’s showings. 

More from CES: Top 5 AI marketing activations

Its visibility just off the Strip is one reason why the venue has generated so much chatter at CES, a McCann spokesperson said. They also explained a kind of virtuous cycle of attention, in which people who visit the Sphere tell their colleagues about their experience, which encourages the colleagues to then visit and thus perpetuate the cycle.

“I see it being referenced a lot by advertisers who appreciate the format,” said Henry Daubrez, chief executive and chief operating officer for Dogstudio, a creative studio owned by DEPT. Daubrez sees particular potential for opportunities on the inside, but only as long as the immersive visuals are not overly distracting from the event itself.

Hype around Sphere also spilled out to exhibitors on the show floor. South Korean conglomerate SK is hosting a sprawling presence in the Central Hall called Wonderland, which centers around a spherical LED screen referred to as a “globe.” While much smaller than the actual Sphere—one attendee called it “Baby Sphere”—the screen transforms into a similar set of immersive visuals, such as a whale swimming through the ocean and the Earth itself. A member of SK’s exhibit team said the company was inspired by the Vegas venue.

Despite clearly benefiting from Sphere interest, CES 2024 does not have any formal tie-ups with the venue because doing so would have been too expensive, CTA President Gary Shapiro previously told the Las Vegas Review-Journal.

Update: A previous version of the story said Uber might advertiser on the Sphere, citing a source speaking on background. After the story ran, an Uber spokesperson said the company did not buy inventory in the Sphere during the Super Bowl.