Metalworks develops Gameday App
28 October, 2014
Gamify Live Sporting Events with Metalworks’ Gameday App
This year’s World Cup and following EPL season has further solidified football as the world’s
most popular sport.
Metalworks, the global creative technology division of Maxus, saw the opportunity to help
brands who wish to connect with the sports’ growing legion of fans at a deeper level and
Gameday is a mobile web application, which operates from any mobile web browser without
installation. It was introduced at a live match event in Kuala Lumpur on Sept 27. During the
public event, the innovative piece of technology was used to engage with fans and reward
them in a big way.
Football fans that use the Gameday application to predict scores of their favourite matches
during the event, earn points that are redeemable for exclusive Tiger FC prizes and gadgets.
Additionally, fans who use the app as a second screen for live matches can gain extra points
by correctly answering match-related questions through the bonus “Skill Challenge” round in
between the match or time sensitive poll questions during the match. Social media shares are
also rewarded with extra points; making every Gameday user a winner.
A football fan that was present during the event said, “Gameday definitely makes watching
football that much more stimulating while encouraging a little healthy and fun competition
amongst fans and rivals alike."
“Brands have always used sponsorships as a means to increase brand affiliation with sports.
The popularity of the Gameday app at a live sporting event prove that they have an alternative
option to engage with their customers in an novel way and be an active influencer,” said Nico
Abbruzzese, Global Director of Creative Technology at Maxus and Head of Metalworks.
Metalworks is currently in discussions with several brands abroad to implement the Gameday
application for different sports. Further enquiries can be made via
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Gameday is a mobile web application with social features that serves as a second screen
during live matches. The mobile web application, accessible via any web browser, allows
sports fans to predict scores of their favourite matches in real-time and earn points that are
redeemable for exclusive prizes. The Gameday app is an alternative to traditional sports
sponsorship placements and is built to be a viral marketing tool for brand marketers.
Metalworks is the global R&D division of Maxus, the
world’s fastest growing media agency over the last
5 years (Recma). Founded in 2012, Metalworks is
based in Singapore and led by Nico Abbruzzese
and Tom Kelshaw. Metalworks empowers Maxus
and the agency’s clients to Lean Into
Change through creative technology research and
development by bridging the gap between digital
and physical worlds.
Metalworks is a team of 10 creatives and technologists: modern all-round lateral thinkers. The division
sits at the core of Maxus, delivering interactive experiences for clients including GSK, Bayer, L’Oreal,
Tesco and others globally.
Daylon Soh, Communications Manager, Metalworks email@example.com