Manchester gaming company employed to maximise Basketball fan engagement in Madrid

On Sunday 4th December 2022 over 7,000 basketball fans were invited to enjoy an innovative gaming activation at the WiZink Center in Madrid, as part of the digital fan engagement strategy adopted by Movistar Estudiantes.

The quiz game was displayed on the large courtside screens during half-time, when home team Movistar Estudiantes took on MoraBanc Andorra. Over 30 per cent of the stadium’s fans (2,192) participated in the trivia quiz at half-time, all competing to become the next Movistar Estudiantes Trivia Champion.

Movistar Estudiantes have been working closely with ‘games for crowds’ specialists Piing, to understand new ways of interacting with fans digitally; enhancing the fans’ court-side experience while also improving their familiarity with the club and its sponsor.

Jose Asensio, director of brand, sponsorship and institutional relationships at Movistar Estudiantes, said: “We are extremely proud to be the first Spanish basketball club to invest in this type of interactive technology.

“We are always looking for new ways to improve the fan experience, and so it was impressive to see over 30 per cent of the audience taking part, and interacting from the comfort of their seats using their smartphones.”

Piing Quiiz software can manage 50,000+ participants and is completely customisable, so it was rebranded for Movistar Estudiantes’ marketing team developing the quiz questions about the club and its 75 year heritage.

Miguel Ángel Hernández, Piing’s business development manager for Spain and Latin America, supported the game-day production of the Piing quiz at the WiZink Center. He said: “Movistar Estudiantes is an innovative club that understands the growing digital expectations of consumers, and so it has been exciting to be part of their evolution to offer more innovative fan experiences.”

Piing is becoming a familiar name amongst sports marketeers in the UK and Europe, with successful mass-participation gaming for sports clubs in the Premier League, Bundesliga, Eredivisie and Euroleague Basketball.

Piing was also recently appointed to provide mass fan engagement activations at all 61 Rugby League World Cup 2022 games, as well as breaking the Guinness World Record for the World’s Largest Online Quiz with UK partner Auto Trader.

By Mark Adair – Correspondent, Bdaily

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