Where Passion Meets Participation

The Problem:

FIFA needed a digital solution to unite the world through football with interactive technology and solve a critical challenge: a lack of direct, real-time data on the global viewing audience, especially for broadcast viewers. They needed to elevate their brand as innovative and provide sponsors with measurable engagement statistics and demographic insights.

Key Problems to Solve:

1. Passive Viewership: Converting stadium attendees and broadcast viewers into engaged participants during match downtime (pre-game, halftime).
   
   

2. Data Silos: Lack of a centralized system to collect demographic, travel, and viewing habit daa from millions of fans in one place.
   
   

3. Sponsor Value: Difficulty in offering targeted activation opportunities and proving the value of sponsorships with direct fan engagement data.

User Research & Opportunity

Research objective was: to understand the distinct engagement needs of the two primary FIFA World Cup audiences, and to identify the massive data opportunity inherent in bridging the gap between passive viewership and active participation

The Opportunity:

By implementing a system of unique QR codes per match , we could seamlessly track every fan interaction, providing entertainment and rewards while ensuring every interaction = entertainment for the fan + a data point for FIFA.

The Solution: Gamified Journey Dataflow

Mobile-first, intuitive UI platform featuring real-time, context-specific games linked to the match clock.

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Dashboard Segmentation

FanPlay Dashboard: The centralized Business Intelligence platform for FIFA 2026. It tracks all fan interactions, loyalty, and demographics across stadium and virtual audiences. Using dynamic visuals, it enables quick analysis of engagement, superfan identification, and serves as a marketing activation tool for targeted promotions and sponsor reporting.

To manage and transmit the high volume of fan interaction data securely and efficiently, each fan's interaction and profile is encoded.

Live Business Intelligence Engine: The FanPlay Dashboard

Designed and implemented a FanPlay Dashboard —the project's central Business Intelligence engine. This platform connects directly to all app data and utilizes a lightweight encoding scheme (simulated with Base44) to process fan profiles, real-time engagement metrics, and loyalty data.

The result is a dynamic, customized data visualization tool that provides FIFA and sponsors with actionable, real-time insights necessary for strategic decision-making and campaign optimization.

Value Proposition

This systematic segmentation ensures the dashboard acts as both a fan intelligence system and a marketing activation tool. It allows FIFA to move beyond surface-level metrics to deliver granular insights like comparing a local fan's merch preference versus an international traveler's transport needs, ensuring every interaction is a data point that drives business value.