Piing, which develops games for crowds, has launched the latest version of its Penalty Shootout game, with a debut to 53,000 football fans at the Johan Cruyff Arena in Amsterdam. 

The new and improved game allows unlimited players to simultaneously take a virtual penalty in real-time. It features richer graphics, custom animated avatars that resemble the home team’s players, and provides fans with individual feedback on their penalty’s success, speed and accuracy.

Clubs or partners can capture the data and analytics of fans who play the stadium game using the Piing content management system, and the player interface can be fully branded, with the ability to change logos, colours, kits, team names, interstitials, and calls to action.

Over 4,000 fans participated in the Piing Penalty Shootout at the Ajax vs NEC game, creating a half-time buzz in the stadium bowl as over 5,000 virtual balls were fired, and as the winning players and teams were announced on the big screens around the stadium.

Players aim their penalties using their touchscreen phones. The personalisation enables players’ chosen username to appear on the stadium screens as they sign up to play, with winner’s names celebrated on the big screen as one of the stadiums top players.

QR codes displayed around the stadium and on their giant screens direct fans to the game and they can then join in via their mobile browser, providing brands with additional opportunities to collect marketing data.

“This was the perfect debut for our new Penalty Shootout game – the stadium fans’ reactions were testament to the game’s wow factor,” said Piing CEO, Gareth Langley. “We love working with Ajax; they appreciate how mass-participation Piing games enhance their brand engagement, whilst entertaining fans.”