Spanish soccer giants Barcelona have launched their new website and fan app as part of the La Liga champions’ new digital strategy.
As part of the revamp of the Catalonia-based outfit’s online and mobile products, the club has placed its emphasis on increasing usability, while adding a range of new functions.
There is a focus on entertainment, with video, interaction, personalisation and geolocalisation all incorporated, as well as ‘second screen’ coverage of matches, player profiles and information all introduced to improve fan engagement. The improvements have been made with the app in mind, with 70 per cent of the club’s visits to its digital assets coming through the mobile app.
Both products were initially launched in beta format, with fans then given the opportunity to provide suggestions and opinions ahead of the official release of the platforms.
With 80 per cent of the club’s audience based outside of Spain and away from their Camp Nou home, much of the interaction between developers and supporters has been carried out with the intention of allowing the team’s fans further afield to receive the best access possible to the club through the digital platforms.
Under the new digital strategy, the club’s Barca Video service is also set to expand its offering, with a variety of entertainment shows, player interviews, documentaries, game highlights, archive footage and occasional full-match broadcasts all being added to the video platform.
Dídac Lee, the director responsible for Barcelona’s digital department, said: “The focus of our web and app is on providing a living platform, which can evolve constantly in keeping with the needs of our fans and members. We plan to include new high value digital products and services aimed at offering an exclusive experience to the fans which, in turn, will generate new lines of business for the club.
“To do all of this, we are seeking to get to know our fans much better through data, as that’s the best way to offer a more relevant and personalised experience, offering greater value to our members and fans on an everyday basis.”