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.

01 - The Challenge

While live football broadcasts attract large audiences, maintaining active engagement throughout the match - especially during quieter moments - remains a challenge.

  • Passive viewing experience with limited interaction

  • Drop-off in attention during slower periods of play

  • Lack of second-screen experiences integrated with live matches

  • Difficulty creating repeat engagement across multiple fixtures

02 - 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.

  • Increase real-time engagement during live matches

  • Create a simple, accessible game mechanic tied to match outcomes

  • Encourage repeat play across fixtures and tournaments

  • Deliver a second-screen experience aligned with BBC Sport

  • Capture the energy and anticipation of live football

03 - Discovery and refinement

During discovery, we explored fan behaviour during live matches and analysed existing second-screen and prediction-based experiences. We identified that users engage most when interactions are quick, intuitive, and directly tied to live moments. Simplicity was critical - users needed to understand and start playing instantly without disrupting their viewing experience. The concept was refined into a grid-based Squares mechanic, where users could easily select and track outcomes, balancing familiarity with excitement.

04 - My role

  • Designed the end-to-end UX/UI for the Squares game

  • Defined gameplay interactions and user flows

  • Created wireframes, prototypes, and high-fidelity UI

  • Ensured alignment with BBC Sport branding and Champions League identity

  • Collaborated with product, developers, and stakeholders

05 - 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 and BBC branding to create excitement, with subtle animations and real-time feedback reinforcing outcomes without distracting from the live broadcast.

06 - Prototyping & User Testing

Interactive prototypes were created to validate usability and gameplay flow before development.

Approach

  • Built high-fidelity prototypes simulating real match scenarios

  • Tested speed of entry, clarity of game rules, and interaction feedback

  • Focused on ensuring the experience worked seamlessly alongside live viewing

Outcomes

  • Reduced time to understand and start playing

  • Improved clarity of the grid system and scoring logic

  • Refined visual feedback to highlight wins, progress, and outcomes

  • Ensured the experience remained lightweight and distraction-free

07 - Impact & Metrics

The UEFA Champions League Squares experience delivered strong engagement and aligned closely with live broadcast behaviour:

  • High real-time engagement
    Users actively interacted with the game during live matches, increasing second-screen usage

  • Fast onboarding and participation
    Users could enter and start playing within seconds, minimising drop-off

  • Repeat engagement across fixtures
    The format encouraged users to return for multiple matches and rounds

  • Strong alignment with live content
    Gameplay mechanics enhanced the viewing experience without disrupting it

  • Enhanced brand experience
    Delivered a visually engaging product aligned with BBC Sport and Champions League identity

Previous

WTA Tennis
Next

OpenMoney App