Immersive UEFA football experience launched at Westfield London

11 Oct 2021

By: Sport Industry Group

Sport technology and gamification company, WallJAM has secured a long-term global licensing agreement with UEFA and opened the first official UEFA Champions League experiential venue in Europe at Westfield in White City.

Under WallJAM’s newly created METRIX brand, the initial pop-up venue houses tech-inspired competitive football experiences for players of all ages, allowing everyone to test their skills in a new way.

Smart panel technology, as seen on the MOTDx ‘Last Minute Winner’ challenge and BT Sport’s Football Tonight show, underpins the experience with a range of physical and virtual game zones focused on control, technique, speed, accuracy, and awareness.

The fully integrated digital experience will enable players to see how they fare against all competitors through a universal scoring system graded from grassroots, academy, and pro levels, allowing all ability levels to play and compete.

The project is backed by several footballers past and present, including Bayern Munich star Serge Gnabry, AFC Bournemouth defender Gary Cahill, and Tottenham Hotspur legend and former England manager Glenn Hoddle. Each has played a pivotal role in helping to develop the gameplay.

The pop-up venue will remain open at Westfield London until 2022 when it will be replaced with a larger permanent UEFA Champions League-themed arena, with the aim of delivering the world's best competitive sport-socialising environment.

The arena will feature physical gameplay, state of the art e-gaming and 360-degree cinematic experiences, the latest in AR game tech, live sport, music, and events, plus a retail store and bar.