Spanish football club Real Madrid has launched MyMadrid 2.0, an updated version of its mobile app. V1 of the app has been downloaded 200,000 times. The latest version is available for iPhone and Java, with an Android version due soon. The app has been created by mCentric, with advertising monetization provided by Buongiorno! In its first 12 days in the Apple App Store, the new iPhone version has already been downloaded 115,000 times.
The app includes live TV from the Real Madrid TV channel in English and Spanish. It also has an mCommerce channel that enables users to buy official club merchandise from within the app. It also feautres social media integration, enabling users to share content via Facebook and Twitter, and take part in interactive games. Users can also share their thoughts on real Madrid matches and take part in competitions.
“With this update, Real Madrid want to take a step forward in our new media strategy, integrating in MyMadrid the traditional services of the club in the mobile and allowing users, wherever they are, to feel the experience directly in their pockets,” says Real Madrid mobile marketing manager, Pedro Duarte. 
