Hamburg’s Barclaycard Arena has completed a two-year project to upgrade its digital capabilities.

Since 2016, more than 220 Wi-Fi hotspots have been fitted, along with digital signage screens, menu boards and a wayfinding solution.

An arena app has also been launched, enabling visitors to order drinks conveniently and cashlessly before collecting them from specially-marked stalls around the venue. Other perks of the app include the ability to set preferences, favourites and reminders, traffic information, admission times and the option of purchasing premium tickets for events.

AEG, which operates the arena, has also linked up with digital signage and IPTV specialist Tripleplay to deliver the installation of 314 screens. The digital signage solution allows the arena to tailor food and beverage offers for particular audiences, providing a more personalised fan experience.

Additionally, LED surfaces have been fitted on the pillars of the Carlsberg Bar circulating the arena. The surfaces will be used to deliver animations and advertisements.

The multi-purpose Barclaycard Arena has a capacity of up to 16,000 and hosts basketball and ice hockey matches, along with music concerts and other events.

Image: Franjo targo