iFootball Factory
An interactive fan platform (ElMatches) letting supporters rate players, coaches, commentators, and referees in real time during live matches, alongside live scores and VR stadium experiences.
Visit live siteThe challenge
Sports products have a unique challenge — users don't just consume information, they develop habits around teams, players, competitions, content, and communities. The real product question was why a fan should come back, which meant thinking beyond individual features toward the relationship between content, relevance, community, and engagement.
The solution
The experience is easy to navigate while creating ongoing opportunities for engagement — content and features are structured around what keeps fans coming back rather than a one-time content browse.
Key capabilities
- Real-time player, coach, and referee ratings during live matches
- Live scores
- VR stadium experiences
- Fan community interaction
- Match-day content
Product experience
During a live match, a fan can rate performances in real time alongside thousands of others — turning passive viewing into an active, ongoing reaction to what's happening on the pitch.
Technology
Built as a web and mobile experience with real-time interaction during live events.
Business value
A fan engagement platform built around habits and return visits, not a one-time content destination — turning match days into an ongoing interactive experience.
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