BIMA Awards 2022 State of Mind Sport | BeTheRef VR

Produced by: Juice Immersive Ltd Produced for: State of Mind Sport


State of Mind Sport | BeTheRef VR

BeTheRef is a unique world first – a truly immersive VR experience designed to raise awareness among rugby league fans of the skills required to be a referee controlling a highly competitive SuperLeague game, making over 15,000 judgements in 80 mins, all while running up to 10km!
State of Mind Sport is a national charity that harnesses the power of sport to promote positive mental fitness and ultimately prevent suicide. One group the charity work with is match officials across sport.


The levels of abuse directed at officials has risen for years and the impact is stark. We’ve lost referees – not only from their respective sports – but in some tragic cases we’ve lost them to suicide. Yet so many fans somehow don’t see the human behind the uniform nor treat them with the respect and decency they deserve.
An official collaboration with State of Mind and the Rugby Football League, BeTheRef enables fans to spend a high-octane 7 minutes in the boots of elite referee, Marcus Griffiths overseeing a clash between Salford and St Helens. Fans live and breath every moment with Marcus providing commentary – an immersive, first-person perspective positively changing attitudes and increasing empathy.


Not for Profit, Charity & Education: Gold

Best Immersive Experience: Bronze


Get to know the Juice Immersive Ltd team

Juice Immersive

  • Creative Director: Owen Cotterell

State of Mind Sport

  • State of Mind Sport Co-Founder & Trustee: Dr Phil Cooper
  • Former Pro Referee & State of Mind Sport Presenter / Trustee: Ian Smith

M7 Virtual

  • 360 Production Crew: Mark Wynne / Lewis Gething

Rugby Football League

  • Professional Rugby League Referees: Liam Moore / Marcus Griffiths