Driving fan engagement through a real-time, second-screen game experience
In collaboration with BBC Sport, we designed and delivered a gamified “Squares” experience for the UEFA Champions League. The product aimed to complement live match broadcasts by giving fans an interactive, second-screen experience tied directly to in-game moments.
As UX/UI Designer on the project, I helped craft an engaging, fast-paced game that allowed users to participate in real-time, predict outcomes, and stay connected to live fixtures through a simple yet compelling mechanic.
The Goal
The goal was to design a fast, intuitive game that encouraged real-time participation and repeat usage across Champions League fixtures. Through discovery, we identified that users engage most with simple, low-friction interactions tied directly to live moments, shaping a streamlined and instantly accessible gameplay experience. We also uncovered that users are far more likely to engage when the experience enhances - not competes with - the live broadcast, reinforcing the importance of lightweight, glanceable interactions that fit naturally alongside viewing behaviour.
Design Outcome
The UX was designed around speed and simplicity, enabling users to understand the game and participate within seconds through a clear grid-based interaction and minimal steps. A bingo-like structure was used because it’s a familiar mental model, allowing users to instantly grasp the mechanics while introducing anticipation and chance that aligns well with live match unpredictability. UI decisions focused on bold contrast, motion, and colour inspired by Champions League branding to create excitement, with subtle animations and real-time feedback reinforcing outcomes without distracting from the live broadcast.
Impact and metrics
The Squares experience attracted over 300,000 users, with 65% returning across multiple fixtures and peak concurrent usage exceeding 120,000 during live matches, demonstrating strong real-time engagement. It also drove meaningful business impact, with a 32% conversion rate into BBC Sport content and a 22% uplift in Champions League page views.
