Moment Factory, a multidisciplinary entertainment studio with over 24 years of expertise in creating immersive experiences, has teamed up with Real Madrid C.F. to develop Realmadrid Games, a multi-level interactive journey through the corridors of the recently renovated Bernabéu stadium.
This world-first permanent multimedia activation, developed with construction support from ACCIONA Cultura, sets a new benchmark for stadiums and arenas worldwide.
The experience enhances the fan journey beyond match days, encouraging deep engagement through immersive interactivity while transforming underused spaces into a lively, year-round attraction.
Since 2020, Moment Factory has collaborated closely with Real Madrid C.F. to develop innovative experiences that captivate fans while remaining faithful to the club’s core values, culminating in the launch of Realmadrid Games.
Through a unique gamified approach, the experience immerses visitors in the heart of the Club, bringing its eight core principles to life with interactive play, while strengthening the bond between fans, the team, the stadium, and the city of Madrid.
From rookie to elite: becoming part of the Club
Realmadrid Games is suitable for all ages and skill levels, attracting both dedicated fans and newcomers, inviting them on a dynamic, connected journey through training drills, collaborative challenges, and adrenaline-fueled gameplay that build team spirit and skill, bringing them from rookie status to elite team members.
Realmadrid Games, Moment Factory
Two levels of the stadium’s corridors are transformed into a multisensory space using the studio’s Augmented Games platform, as well as its expertise in interactive technology, video projections, dynamic lighting, ambient music, and responsive sound effects.
Meanwhile, Moment Factory's operating system, X-Agora, manages the interactive ecosystem behind the scenes.
“Creating this experience with Real Madrid has been an incredible honour,” says Stéphane Raymond, executive director of custom experiences at Moment Factory.
“By bringing the identity and values of such an iconic sports club to life through creativity and technology, and by collaborating with passionate local teams, we believe we have crafted an experience that allows visitors to connect with Real Madrid’s legacy in a profoundly emotional way.”
Cutting-edge multimedia solutions for sports venues
Realmadrid Games demonstrates how multimedia solutions can transform an underutilised sports venue into a distinctive, year-round attraction.
Realmadrid Games, Moment Factory
Its modular and adaptable design allows specific zones to be hidden during matches, allowing the installation to blend seamlessly into the stadium without interrupting normal activities.
By expanding its features on non-match days, the venue expands its status as a premier tourist attraction.
Additionally, dedicated zones incorporate club sponsorships, offering smooth brand integration opportunities.
Real Madrid has also entrusted Moment Factory to create immersive media content for the panoramic interior display screens of the Bernabéu. These vibrant visuals are projected onto the stadium’s cutting-edge surfaces — including the 360-degree high-resolution halo ribbon — during both match and non-match days.
As competitive socialising gains popularity, this project solidifies Moment Factory’s position as a leader in immersive fan experiences.
Building on previous collaborations with FIFA, the NFL, NBA, NHL, ESPN, and the Vancouver Canucks, as well as Super Bowl activations, Moment Factory continues to innovate, shaping the future of sports entertainment globally.
Beyond the world of sports, Moment Factory continues to expand its creative reach. It recently collaborated with the Milken Center for Advancing the American Dream (MCAAD) to create the Perpetual Story Machine. This innovative two-part installation is designed to bring the American Dream to life through a fully immersive and interactive experience.
