Amid an ongoing ratings decline, the NFL is delving deeper into the virtual world.

This week the league will air a nine-part virtual reality series in partnership with Google to give viewers a “360-degree perspective of life in and around the NFL.” The first episode premieres on YouTube on Thanksgiving; the rest will be available on YouTube and via the NFL app on Google’s new virtual reality headset Daydream.

…..“We think this year is going to be a tipping point for VR,” says Brian Hughes, senior vice president of audience and intelligence strategy at MAGNA Global, an ad-buying firm. “It’s a way to bring fans closer to the game, both on and off the field.”