Global entertainment studio Moment Factory has collaborated with Real Madrid C.F. to create RealmadridGames, a multi-level interactive journey through the corridors of the newly transformed Bernabéu stadium.
This world-first permanent multimedia activation sets a new benchmark for stadiums and arenas worldwide. The experience extends the fan journey beyond match days, fostering deep engagement through immersive interactivity while transforming underutilized spaces into a dynamic, year-round attraction.
Since 2020, Moment Factory has worked closely with Real Madrid C.F. to create innovative experiences that engage fans while staying true to the club’s core values, culminating in the launch of Realmadrid Games. 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, while strengthening the connection between fans, the team, the stadium, and the city of Madrid.
Designed for all ages and skill levels, Realmadrid Games engages both loyal fans and newcomers through friendly competition. Two levels of the stadium’s corridors are transformed into a multisensory environment using the studio’s Augmented Games platform, as well as its expertise in interactive technologies, video projections, dynamic lighting, ambient music, and responsive sound effects. Behind the scenes, Moment Factory’s operating system X-Agora, orchestrates the interactive ecosystem.
Throughout this connected journey, participants advance from rookies to elite team members by tackling dynamic practice drills, collaborative challenges, and adrenaline-fueled gameplay. Using a connected device, a custom avatar, and a web app that tracks progress in real time, visitors are fully immersed in the action—joining their heroes on the field.
“Creating this experience with Real Madrid has been an incredible honour,” said Stéphane Raymond, Executive Director of Custom Experiences at Moment Factory. “By bringing the identity and values of such an iconic sports club to life through creativity and technology, and by collaborating with passionate local teams, we believe we have crafted an experience that allows visitors to connect with Real Madrid’s legacy in a profoundly emotional way.”
Realmadrid Games shows how multimedia solutions can transform an underutilized sports venue into a unique, year-round attraction. Its modular and flexible design allows specific zones to be concealed during matches, enabling the installation to integrate seamlessly into the stadium without disrupting regular operations. By extending offerings on non-match days, this helps the venue become a top-of-mind tourist destination.The experience also offers unique opportunities for sponsor brand integration, embedded in the overall journey.
