Interactive football game turning the city into a playground

Football clubs have a passionate fanbase, but digital interaction is often limited to content consumption.

Feyenoord and Univé wanted to strengthen fan engagement beyond matchdays. Supporters connect emotionally during games, but meaningful interaction moments between matches were limited.

The challenge was to create a digital experience that brings fans closer to the club, encourages physical movement and feels accessible and rewarding.

Feyenoord Play is a location based game that spreads virtual player cards across the city. Fans use their phones to explore Rotterdam and unlock cards at specific locations. The game consists of two albums:

• De Kuip Album, focused on locations around the stadium

• Rotterdam Album, with cards spread across 35 iconic spots in the city

An integrated map guides fans to hotspots. When they approach a card, their phone notifies them and they can capture it using augmented reality.

Fans can trade duplicate cards, discover fun facts on the back of each card and win prizes by completing an album. Completing both albums unlocks the ultimate reward: the exclusive Feyenoord Play Binkie, a handmade artwork in Feyenoord style.

By using real world locations and AR, the experience connects digital play with physical movement. Exploring the city becomes part of the game, turning Rotterdam itself into an active layer of the experience.

Feyenoord Play got fans moving through the city and created a connected Feyenoord world with interactive hotspots. Thousands of supporters collected and traded cards, and many shared their progress on social media. The game brought fans together in a playful way and strengthened engagement around the club.