Looking at the landscape in 2026, technology in wrestling is impacting both real-world logistics and corporate priorities. Here is how the pro-wrestling industry looks currently and where it's heading next.
Presence: Technology vs. Authentic Human Connection
For quite some time, the future of wrestling broadcasting has been shaped by cutting-edge technologies. In 2018, WWE began taking steps to pioneer and provide fans with immersive virtual reality (VR) experiences by partnering with NextVR, a virtual reality distribution technology company that specialized in broadcasting live events in virtual reality. For free, members of the WWE Universe were able to watch a WWE channel within the NextVR app and see WWE action as if they were ringside at the event.
By partnering with NextVR, WWE offered fans the opportunity to experience the excitement of a WWE event from a unique, ringside perspective. As VR technology continues to advance, we can expect even more innovative and immersive wrestling experiences in the future.
In January 2025, WWE went down a different technology-driven broadcasting format path, announcing a multi-year partnership with global technology company Cosm to begin bringing WWE Premium Live Events to fans in Shared Reality at Cosm's experiential venues.
Shared Reality is a cutting-edge form of immersive entertainment that blends digital and physical elements to create a shared experience in a physical space. Unlike VR, which typically involves a solitary experience using a headset, Shared Reality is designed to be enjoyed with others in a shared environment, bridging the gap between home viewing and live attendance. This means fans at Cosm locations can feel like they're ringside at major events like WrestleMania, SummerSlam, Royal Rumble, and Elimination Chamber, even if the event is taking place thousands of miles away. Cosm's technology utilizes large-scale 87-foot-diameter 12K+ LED domes that surround the audience, creating a sense of being transported to another location.
However, while these technological advancements offer a unique and engaging experience, live wrestling events have their own irreplaceable appeal. The enthusiasm of the crowd, the social experience of attending a live event with friends and family, being in a venue with people who love the entertainment value of professional wrestling as much as you do, and the opportunity to see your favorite wrestlers perform in person are factors that cannot be fully duplicated in a virtual environment. Ultimately, Shared Reality and traditional live events will continue to coexist, with each offering distinct advantages to fans. Shared Reality provides convenience for people who do not live near an event that is taking place, while live events continue to offer the unmatched "human first" emotions and passions of a live crowd.
In 2020, WWE began having Virtual Meet & Greets, where members of the WWE Universe could meet their favorite WWE Superstars from the comfort of their own home, only requiring the purchase of a ticket. After the one-on-one private video chat, the conversation and video could be downloaded via a link.
This is different from the people-focused strategy, which features the irreplaceable primary emotional driver of professional wrestling: the authentic human connection between the fan and the athlete, with the unmatched branding asset of a fan looking at their favorite performer in person and eye to eye. But at the same time, virtual meet & greets have no travel costs or geographical limitations, which means it's definitely valuable and has a place in the industry.
Production
Advanced technology is being utilized by WWE beyond the live event experiences as well. AR overlays will provide real-time stats, match analysis, and interactive elements during live events, enhancing the viewing experience. WWE has already heavily invested in virtual production in their studios to create flexible content for broadcasts that are more immersive and engaging. In 2024, the company launched a state-of-the-art 30,040-square-foot facility in Stamford, Connecticut. The new headquarters features a specialized virtual production stage (Studio 3) utilizing Sony’s Crystal LED VERONA screens and Disguise technology.
Also, some promotions use AI-powered video editing tools to automate basic tasks like highlight reels or create personalized wrestler entrance packages, showing the potential for AI to streamline production processes.
Post-show highlights and short-form video clips are automatically generated and targeted to specific demographics within minutes of a segment airing. In addition, industry leaders are heavily piloting AI-powered live dubbing and language translation. The goal is to take a live promo cut in English and instantly translate it into Japanese, Spanish, or German using the wrestler's own cloned voice. However, human oversight remains critical to ensure words and cultural nuances are translated accurately.
WWE frequently utilizes on-screen QR codes during live television. When a fan scans a code during a segment, the tech backend tracks immediate user traffic, geolocation data, and click-through velocity.
Furthermore, there has been a creative revolution via AI in the pro-wrestling industry, as it has evolved into a powerful force, reshaping traditional roles and workflows. WWE's Crown Jewel 2024 event featured an opening montage that reportedly was partially generated using AI. Since then, promotions frequently integrate generative AI into marketing, graphic design, and video production to cut costs and turn around promo packages on tight schedules. While this has caused some to fear job displacement, others see AI as a tool to enhance creativity and efficiency. Human creativity remains essential for knowing how to promote wrestling events effectively- it's one of the reasons why some wrestling shows draw 1,000 fans while others draw 45. The winning formula for technology in wrestling in 2026 and beyond is for technology to be an assistant, utilizing its speed, while humans use their knowledge and experience.
In addition, keep in mind that there will be times when the impact of AI on wrestling jobs will lead to new opportunities. For example, AI could create new job opportunities in areas like managing and maintaining AI systems.
Business Operations & Logistics
Ticket sales are a cornerstone of revenue generation for wrestling promotions, and the strategies used are increasingly sophisticated. One main tactic is dynamic ticket pricing. This involves fluctuating ticket prices based on real-time demand. As demand increases, prices rise, and they may decrease when demand is low. This approach, heavily put to use by vendors like Ticketmaster, has a noteworthy impact on wrestling events. For major events like WrestleMania, it can lead to substantial price hikes, particularly as the show date comes closer. This maximizes revenue for promotions. Reports indicate WrestleMania 41 ticket prices rose quickly within hours of pre-sale, guided by dynamic pricing algorithms. WWE has embraced this strategy, which TKO President Mark Shapiro confirmed at the Morgan Stanley Technology, Media & Telecom Conference in March 2025 when he said, "WWE has just gotten into the business of dynamic pricing and having dynamic pricing tools."
For many promotions focusing on tech integrations, creative and production directions are heavily connected to real-time digital metrics, which are real-time data points that promotions use to instantly measure fan engagement. Immediate online feedback, YouTube video traction, social media impressions & sentiment spikes, and instant online merchandise surges. All of these metrics, along with those of merchandise sales and viewer retention, are used to optimize live event touring schedules- the data helps corporate teams predict regional fan interest and tailor events to specific lucrative markets.
By analyzing vast amounts of data, AI can provide valuable insights into fan preferences, match ratings, and social media engagement. This data-driven approach allows broadcasters to make informed decisions about programming, scheduling, and marketing. Additionally, AI can be used to personalize the viewing experience for each individual fan, recommending content based on their interests and preferences.
Also, promoters utilize the AI of advanced venues (like the Mercedes-Benz Stadium or modern arenas hosting WWE Premium Live Events) to send targeted mobile push notifications to fans' phones for merchandise based on location data or which performer is making their entrance.
Apps, E-commerce & Digital Collectibles
Interactive fan engagement apps have been created, such as WWE SuperCard, WWE 2K, WWE Immortals, and AEW: Rise to the Top. These apps offer a variety of features, from collectible card games to role-playing experiences. Not only do they entertain fans and enhance & evolve fan engagement, but these apps also foster community building, generate revenue, and provide valuable data for marketing and product development.
Promotions have embraced e-commerce to sell merchandise directly to fans (via WWE Shop, Shop AEW, and many more), offering a convenient and global shopping experience. Some of them have experimented with the integration of non-fungible tokens (NFTs) to create unique digital collectibles for fans, creating new revenue streams and revolutionizing fan engagement. They are unique digital assets that represent ownership of a one-of-a-kind digital or physical asset. Since they cannot be replaced, they're valuable as collectibles.
Exposure
An independent wrestling promotion that achieved more success via technology is Yanagase Pro Wrestling in Japan. Due to the COVID-19 pandemic, YPW adapted by holding smaller events and streaming events online via TwitCasting. I could connect them with English markets in and outside of Japan, helping them grow in visibility, show attendance, and streaming consumption. Streamed YPW events not only attracted local Gifu fans, but also wrestling fans from other areas, such as the rest of the Chubu region, and the nearby Kansai region. A perfect example is their anniversary event- with strong and active online and social media promotion, their 2024 anniversary event had an attendance of 300, with many of the fans seeing a live YPW event for the first time (all previous YPW events took place at a 50-seat venue).
Many other promotions besides YPW have used live streaming platforms to stream matches and events, and offer on-demand libraries and exclusive content, expanding their reach to a wider audience and creating a global community of fans. Michinoku Pro joined WRESTLE UNIVERSE in March 2024, and before then, the wrestling company was using general-purpose streaming platform YouTube to stream, "Michinoku Pro Wrestling LIVE". World Woman Pro-Wrestling Diana has its own live streaming service, Diana Live. Meanwhile, the Singapore independent wrestling scene also uses streaming to introduce its top stars. Also, WWE has created "WWE Speed", a program that was streamed exclusively via X.
While most promotions don't have the budget to present the polished production quality of WWE, AEW, and WOW, automated multi-camera switching software, AI-powered audio mastering (which balances crowd noise with loud ring bumps and quiet promos), and automated color grading allow smaller promotions to produce a product of decent production quality, at a fraction of the cost.
WWE Goes Streaming
When WWE announced that Raw would be leaving USA, it was unknown where the program would go, but the most likely decision was that WWE would choose a streaming service, especially considering the fact that the company had already partnered with Abema. In the end, WWE chose Netflix, in order to reach a wider audience and generate new revenue streams. This set a new standard by making streaming the main way for major promotions to broadcast their products, along with creating new and innovative ways to use streaming in the future.
WWE ID
While independent wrestlers are using technology to build their own brands and reach wider audiences, the industry is also being shaped by initiatives like WWE ID, which provides increased exposure, access to resources and training, and a potential WWE contract. This program, which scouts and develops talent from the independent scene, utilizes social media and online platforms to find and showcase its prospects. This highlights the importance of a strong online presence for any wrestler, regardless of whether they have the goal of being signed by a major promotion or being successful on the independent wrestling scene. By becoming proficient in the same tools that WWE uses for scouting, independent wrestlers can increase their visibility and attract attention from various promotions, whether it's WWE or another promotion.
Talent
In the past, wrestlers relied on traditional media and word-of-mouth to build a following, and were limited to interacting with fans at live events. Now, they are educating themselves on tech tools and streaming strategies. Independent wrestlers are building personal brands, connecting directly with fans, and showcasing their skills globally.
Beyond simply broadcasting their matches, independent wrestlers are using social media to foster genuine connections with their fans. They're offering behind-the-scenes glimpses into their training and hosting live Q&A sessions. This level of interaction builds a loyal following and creates a sense of community that surpasses the traditional wrestling experience. And with today's technology, independent wrestlers can even produce their own promotional graphics without having the support and resources of a major company that would handle promoting for them.
In regard to safety, biometric tracking has been heavily used in training facilities, including the WWE Performance Center, over the last decade. Medical and strength staff routinely use wearable biometric tech (like WHOOP straps, GPS vests, and heart rate monitors) to track standard health data. They use this data to monitor cardiovascular fatigue levels, sleep and recovery quality, general workload, and overtraining prevention.
These are just a few examples of how technology has been successfully integrated into professional wrestling. As technology continues to grow, we can expect to see even more exciting, innovative applications in the future that will continue to enhance the wrestling experience for fans around the world, with technology playing an increasingly important role. From virtual reality experiences and social media engagement to interactive fan engagement apps and live streaming, these innovations are transforming the way fans experience and interact with the industry.
And to read about potential future technology trends, as well as learn about how wrestling promotions interact with the worlds of ticket sales, merchandise branding, TV rights, streaming, talent relations, and more, check out my ebook/audiobook, "The Business Side of Wrestling: A Look Behind the Curtain".
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