Realmadrid Games

As part of Real Madrid’s stadium renovation plan, the brief was to transform the Bernabéu stadium into a universal entertainment hub, connecting the Club and its fans with the city while expanding operations beyond match days. Moment Factory answered this by collaborating with Real Madrid C.F. to create “Realmadrid Games,” a multi-level interactive journey through the corridors of the newly transformed stadium. Through a unique gamified approach, the experience transports visitors to the heart of the Club, bringing its eight fundamental principles to life with interactive play, and strengthening the connection between fans, the team, the stadium, and the city.

The installation features intricate soundscapes, ambient music, and responsive sound effects that react dynamically to the interactive games. The journey also includes dedicated audio environments, such as a welcoming entrance hall and a unique “white box” transition zone equipped with specialized soundscapes.

Dynamic and clever lighting design is strategically integrated throughout the installation. This lighting helps transform the stadium’s traditionally underutilized corridors into a fully multisensory and immersive environment, guiding visitors along the different levels of the connected journey.

The visual ecosystem is orchestrated by Moment Factory’s X-Agora operating system. It features a 360-degree immersive room with large-scale video projections, real-time visual content, and interactive scanning stations. Visitors interface with their personalized digital avatars across various interactive screens. Additionally, the project’s visual scope extends to immersive media content displayed on the stadium’s panoramic interior screens, including its cutting-edge 360-degree high-resolution halo ribbon.

While the stadium and its museum have long been top-tier attractions, much of the venue’s massive infrastructure remained focused on match-day operations or unused. The primary challenge was to leverage underutilized real estate—specifically the sprawling multi-level corridors—to create an entirely new category of attraction. Moment Factory was tasked with developing a dynamic destination that would diversify the venue’s offerings, maximizing the stadium’s footprint year-round to engage both die-hard football fans and broader, non-traditional audiences.

Realmadrid Games should win because it is a world-first permanent multimedia activation that sets an entirely new benchmark for stadiums and arenas worldwide. Designed for all ages and skill levels, it engages both loyal fans and newcomers through friendly competition, allowing visitors to connect with Real Madrid’s legacy in a profoundly emotional way. By extending the fan journey well beyond match days and fostering deep engagement through immersive interactivity, it successfully transforms a traditional sports venue into a top-of-mind, year-round tourist destination.