Real Madrid to launch Bernabéu Interactive Fan Experience

Real Madrid C.F. is partnering with global entertainment studio Moment Factory to create Realmadrid Games, a multi-level interactive journey around the newly renovated Bernabéu stadium.

Described as a “world-first permanent multimedia activation,” the experience is designed to extend the fan journey beyond match days and develop immersive interactivity, while transforming underutilized spaces into year-round attractions.

Moment Factory has worked closely with Real Madrid since 2020 to create innovative experiences that engage fans, which has led to the launch of Realmadrid Games. Through a gamified approach, the experience transports visitors to the heart of the club, strengthening the connection between fans, the team, the stadium, and the city of Madrid.

Realmadrid Games as an Experience

Designed for all ages and skill levels, Realmadrid Games is a permanent, multi-level installation that engages both loyal fans and newcomers through friendly competition. Two levels of the stadium’s corridors are transformed into a multisensory environment using the studio’s Augmented Games platform. Moment Factory’s operating system X-Agora manages the interactive ecosystem.

Throughout a connected journey, participants compete in digital-physical challenges while using custom avatars and a web app to track their progress in real time. In doing so, visitors are fully immersed in the action — joining their heroes on the pitch.

“Creating this experience with Real Madrid has been an incredible honour,” said Stéphane Raymond, executive director of custom experiences at Moment Factory. “By bringing the identity and values of such an iconic sports club to life through creativity and technology, and by collaborating with passionate local teams, we believe we have crafted an experience that allows visitors to connect with Real Madrid’s legacy in a profoundly emotional way.”

Opportunities for Sports Venues 

As well as extending fan engagement beyond match days, the football club sees Realmadrid Games as an opportunity to integrate the experience seamlessly into the stadium through its modular and flexible design. In addition, it could offer lucrative opportunities for sponsor brand integration, positioning Bernabéu as a “global entertainment destination for tourists and fans alike.”

In the meantime, Moment Factory will produce immersive media content for the panoramic interior display screens of the Bernabéu — on both match and non-match days.

The move leverages Moment Factory’s expertise in creating immersive fan experiences and its reputation as a trusted partner for global sports brands. The company has previously collaborated with the likes of FIFA, NFL, NBA, NHL, ESPN and the Vancouver Canucks, and completed activations for the SuperBowl.

Headquartered in Montreal, Moment Factory has developed more than 600 projects worldwide to date, including the Lumina Night Walks and works at Sphere in Las Vegas.

Founded in 1902, Real Madrid C.F. has achieved major success in both European and domestic football. The club holds the record for European Cups / UEFA Champions League titles (15), and it has also secured 36 domestic La Liga articles among its notable trophies.

Home to Real Madrid C.F. since 1947, Bernabéu has undergone an extensive renovation in recent years. Realmadrid Games is a new part of the club’s business strategy to explore new revenue streams and establish itself as a pioneering venue that showcases technologically innovative experiences.