Technology, immersive content, and artificial intelligence for the most famous football stadium in the world
The Tour Bernabéu is one of the most important tourist and sporting experiences in Europe. Every year, millions of visitors tour the most emblematic spaces of Bernabéu Stadium to discover the history, the titles, and the great figures of Real Madrid.
GVAM has designed a comprehensive smart guiding proposal that combines multimedia content, latest-generation mobile devices, advanced data analysis, and immersive technologies to make this Madrid tourist attraction even more unforgettable.
The project brings together the experience accumulated by GVAM in some of the most important museums, monuments, and cultural attractions in Spain, such as Patrimonio Nacional, the Museo Nacional del Prado, the Cathedral of Seville, the Mosque-Cathedral of Córdoba, or the previous 2016 project for the Tour Bernabéu.
The Project, developed in several phases, includes an application specifically designed for the new Bernabéu Stadium inaugurated in 2024 and aligned with the visual identity of the Real Madrid brand.
Since last June 5, the initial version can be enjoyed on smart loan devices that can be reserved with the ticket or directly at the start of the Tour. Little by little, it will feature interactive maps, location of points of interest, synchronized reproduction of audiovisual content, augmented reality experiences, and personalized tours.
One of the most relevant aspects of the project is the production of content specifically aimed at transmitting the emotional dimension of Real Madrid.
Visitors will be able to access more than fifty multimedia experiences available in twelve languages, organized into different tours according to interests, available time, or visitor profile.
The proposal combines audiovisual narratives, historical images, immersive experiences, games, and interactive content that allow visitors to discover spaces as emblematic as the changing rooms, the trophy room, or the stadium’s technical areas from a new perspective.
Additionally, specific tours are planned for families, groups, international visitors, corporate events, and “VIP Area” actions.
Virtual reality, augmented reality, and artificial intelligence
The project roadmap incorporates a second phase aimed at further enriching the experience through immersive technologies.
Among the planned features, highlights include virtual reality experiences that will allow visitors to relive historical moments of the club, virtually attend major finals, or discover the transformation process of the new Bernabéu.
To this will be added new assistants based on artificial intelligence capable of adapting to the visitor’s behavior, recommending content, facilitating orientation within the stadium, and personalizing the experience according to interests, age, or the club you belong to.
Data to continuously improve the experience
As with major projects developed by GVAM, the solution will incorporate the GStats advanced analytics system.
This platform allows for precise knowledge of how visitors interact with digital content, which spaces generate the most interest, which routes are most frequently used, or how behavior patterns evolve throughout the visit.
The information obtained will help the Club optimize the experience, improve decision-making, and develop new Tour Bernabéu proposals in collaboration with other brands.
With this project, GVAM reinforces its position as one of the leading European specialists in digital experiences for museums, monuments, tourist destinations, and major attractions, applying all the knowledge accumulated over more than a decade and taking on the challenge of innovating for one of the most recognized brands in the world.
