Real Madrid and Moment Factory have collaborated to create Realmadrid Games, a multilevel, interactive journey through the corridors of the Bernabéu stadium. Developed with construction support from Acciona Living & Culture, the experience expands the venue's entertainment offerings.
The stadium’s corridors are transformed into a multisensory environment through interactive technologies, video projections, dynamic lighting, ambient music, and responsive sound effects.
Dedicated zones integrate club sponsorships, creating seamless brand integration opportunities. This world-first multimedia activation repurposes a sports venue space into a unique attraction, expanding operations beyond game days to create a year-round destination.
Additionally, select zones are designed to be concealed during matches.
Participants advance through a series of interactive games where multimedia innovation brings the player experience to life. The course begins with practice drills and builds to team play, guiding guests from rookie status to elite team members.
The experience places them at the heart of the action, with a connected device, custom avatar, and web app that tracks their progress in real time. Designed for all ages and skill levels, games appeal to both fans and newcomers, encouraging play and social media sharing.
