Heineken has developed an impressive mobile game for users to play as they watch UEFA Champion’s League matches this year. The native app syncs with the clocks from live soccer matches, and players predict what they think will happen in the next 30 seconds of the match. Each successful prediction results in points, and players can create their own leagues with friends so they can continue competing throughout the tournament.
Implications: Heineken’s app works well as an example of both companion apps and branded games. The link to live games demonstrates how the mobile screen can provide participants with richer, more engaging experiences of live content. The game also demonstrates how Heineken is able to use its knowledge of sports fans and fun to create a branded game that consumers enjoy.
Cultural Macrotrend: Funster