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Piing
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The British company Piing creates games for a mass audience of up to 100,000 fans who can play simultaneously on the giant screens in and around stadiums and events (using their smartphones, but without downloading an app).

Piing “wants to own the break.” They take over the break and give it a whole new dimension, providing the audience with a positive energy boost. Spectators now play an inclusive game “together” with a smile, in an electric atmosphere.

Piing’s digital offering is technically well put together; it has made it into the Guinness Book of Records with “the largest online quiz.”

“A game for crowds”

Why does Dutch Sport Tech Fund invest in Piing

The company

Piing is an innovative channel for advertisers that is shaking up the world of sports and entertainment. With their games, they manage to get tens of thousands of eyes focused simultaneously on a giant screen. This offers opportunities for brands: “Piing smashes traditional digital marketing techniques out of the park. Piing’s post-game surveys prove that mass-participation really works. Nobody has ever received responses like this from a billboard or video ad.” Piing has a global partnership with Adidas, but also works with organizations such as the NBA and clubs like Manchester City.

The market

Sports clubs and leagues are looking for alternative sources of income. Fans are increasingly seeking an “experience” when attending a match, which means that, in addition to watching the game live, they are simultaneously communicating on their mobile phones, seeking entertainment, betting, and scrolling through information. The fan continuously divides their attention among short videos and other stimuli. With gamification, Piing manages to capture and hold 100% of the attention of an entire stadium, for example during the halftime of a football match. This is extremely valuable in a time when this is almost impossible. This interests all kinds of stakeholders. 

The expectation

Piing will soon not only be included in the standard service package of the largest advertising agencies, who will incorporate Piing into the advertising mix of major brands. After all, it is an inexpensive way to reach a mass audience, with an unprecedentedly high guaranteed attention value. But the application possibilities are numerous for all kinds of mass events. A bright future awaits Piing. 

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