Heineken Scores With UEFA Champions League Gaming App

from Brand Channel - Sheila Shayon, April 27th, 2011

Heineken makes history this week with the launch of StarPlayer, a 'dual screen' digital gaming app for the iPhone that makes TV into an interactive experience for football fans.

As an overlay to live football matches, StarPlayer lets fans at home watch UEFA Champions League games — which Heineken has sponsored for six years running — while playing real-time on a computer, iPhone or iPod touch.

Heineken is one of the first brands using an iAd to promote the launch of StarPlayer in the UK.

Created by digital agency AKQA, the gaming platform’s 'dual screen' technology “involves time-dependent decisions on passages of open-play [and] makes StarPlayer a world-first innovation,” according to the official release. James Hilton, co-founder of AKQA, says “the app is the most complex the agency has ever created.”

How it works: Fans must anticipate what will happen at crucial moments of play such as corners, free kicks and penalties, or if a shot will saved or a goal made in the next 30 seconds; every correct prediction gains points.

"StarPlayer will really change the way in which football fans interact with the UEFA Champions League, creating a more social experience around watching and enjoying the matches,” commented Floris Cobelens, Global Head of Digital at Heineken. Naturally, it can also be accessed via the brand's Facebook page.

“StarPlayer is very easy to use and addictive. During the game your iPhone buzzes with a series of prompts at key moments - alerting you to your options. When Manchester United won their first corner I rightly predicted that Manuel Neuer would comfortably claim the ball, resulting in 400 points coming my way. But as Manchester United pressed forward in the first half I lost two of my eight chances to predict a goal in the next 30 seconds as Neuer continued to deny United,” writes Amar Singh, who reviewed the app for Goal.com.