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Real Madrid claims first with Virtual World venture

Spanish LaLiga football club Real Madrid has teamed up with Astosch Technology to launch a new social platform for fans around the world.

Real Madrid Virtual World offers an “ultra-realistic” recreation of a tour of the Santiago Bernabéu, which is currently undergoing major renovation. The platform also includes virtual access to the club’s museum and access to unpublished content.

Real-time multilingual text and a voice translator chat will form part of the experience, allowing fans from different countries to interact. Supporters will also be able to create their own room to discuss or share experiences in any language.

The experience can be accessed through mobile, smartphone or tablet devices. A geolocated ranking system will also be included, enabling fans to gain exclusive prizes through the creation of rooms with the largest number of friends and fans possible.

According to Astosch Technology, it marks the first time ever that all global supporters of a club will be able to join a Virtual World platform.

Real Madrid’s redevelopment project at the Bernabéu is expected to be completed at the beginning of 2023, with the costs having increased beyond the originally intended budget to between €800m (£681m/$832m) and €900m.

Last month, Real Madrid agreed a multi-year partnership with audiovisual systems manufacturer Daktronics, which will kit out the new-look stadium.

Daktronics will supply a 360-degree video scoreboard and an LED screen band that will run around the first level of the Bernabéu. Daktronics will design, manufacture and install a system comprising over 3,700 square metres of LED screens in the stadium, alongside Legaz Arquitectura e Ingeniería, its installation and maintenance partner.

In January, Real strengthened its ties with food, beverage, merchandise, retail and stadium operations giant Legends by reportedly agreeing a long-term deal with the US company for the commercial exploitation of the revamped Bernabéu.

Real was said to have agreed a 25-year contract with Legends through which the firm will be entitled to 20% of the profits from a new company managing the Bernabéu, subject to the delivery of certain income targets.

Image: Astosch Technology