The club continues to make inroads in transforming its fans' experience through technology
Real Madrid C.F. and Microsoft today presented the first interactive audioguide for the Bernabéu Tour. It features the latest technological features and includes gamification elements, with the aim of transforming the visit to the club museum and stadium into a one-of-a-kind innovative digital experience. The audioguide was presented in the director's box of the Santiago Bernabéu stadium by Emilio Butragueño, Director of Institutional Relations for Real Madrid C. F.; Álvaro Morata, Carlos Henrique Casemiro and Rubén Yáñez, players from the team squad, and Sebastián Lancestremère, General Manager of Microsoft Sports.
This new application, based on Microsoft technology and developed in collaboration with GVAM, tech firm specialised in developing and implementing interactive guides, enables fans to live an immersive digital experience to game while visiting the Bernabéu stadium tour. The tour welcomed over 1,200;000 visitors in 2016, of which over 60% were foreign visitors from countries such as the USA, UK, Germany, Italy, China, Mexico and Japan. Visitors to the Bernabéu Tour can discover the history of Real Madrid for themselves, enjoy interesting facts about the team and the players or relive the best moments of the club's history through photographs, historical documents, videos and match commentary of the club's most important games. The Bernabéu Tour now includes previously unreleased material such as the best goals from recent seasons; player testimonials; photographs that are not featured on the tour but that can be viewed using the guide; infographics on the new stadium project; and other multimedia resources that enrich the experience of fans visiting the museum and stadium.
"Here at Microsoft we are delighted to help Real Madrid with its goal of transforming the digital experience of its 500 million fans around the world. The interactive Bernabéu Tour guide takes this one stepfurther, offering the over 1,200,000 visitors that visiting the stadium and its museum every year an innovative experience unlike any other in the world. We have enriched the Bernabéu Tour audioguide with new features and multimedia capabilities and aim to continue to work on the development of new virtual and augmented reality technology to make visitors' experiences even more unforgettable. This application is also connected to a digital platform developed for the club", said Sebastián Lancestremère, General Manager of Microsoft Sports.
The application is fully customizable
The interactive guide enables fans a fully customizable experience when they visit the museum and stadium. It offers three different itineraries for visitors to choose from depending on their preferences; language selection (Spanish, English, German, French, Russian and Mandarin Chinese); and accessibility characteristics such as subtitles enabling disabled people to also enjoy the Bernabéu Tour. Furthermore, fans who do not wish to use all of the features of the audioguide may also choose a default setting mode to use it as a traditional audioguide, without multimedia or additional interactive elements. And, of course, we also plan to include virtual and augmented reality features and new gaming content (a gamification model), that will further enrich the Bernabéu Tour and make the visit to the museum and stadium an unforgettable experience.
The launch of the new interactive audioguide for the Bernabéu Tour takes the collaboration between Real Madrid C.F. and Microsoft one step further in their goal of transforming and enriching fans' digital experience, through the most innovative technological solutions integrating the digital platform developed by Microsoft for the club in its role as official technology partner.