Piing is changing the way fans experience live events, offering powerful tools for sports clubs and organisations to turn passive spectators into active participants through large-scale, mobile-powered games.
Piing is a UK-based tech company that’s transforming fan engagement at live events by using smartphones to power huge, interactive games that bring crowds together in real-time.
The company was founded back in 2020 in Manchester, England.
Piing creates fun, interactive experiences that let crowds—from 30 to over 100,000 people—join in and play together using just their mobile phones, with no app downloads needed.
Their collection of easy-to-play, arcade-style games is built for big audiences and designed to spark energy and excitement.
These games are shown on giant screens at stadiums, festivals, and corporate events, turning fans into active participants in real-time competitions.
Some of Piing’s standout games include Pen-Kick and Quiiz.
Pen-Kick is a virtual penalty shootout that’s been played by fans in stadiums around the world.
Pen-kick was used in front of 53,000 fans at Ajax’s iconic Johan Cruyff Arena in Amsterdam where more than 4,000 fans joined in the virtual penalty shootout during halftime at the Ajax vs NEC match in 2023.
Quiiz is Piing’s massive multiplayer quiz game, which has even set Guinness World Records.
Piing also offers an innovative way to advertise at sports and live events around the world, connecting with fans through fun, memorable moments that stick with them long after the event is over.
One major milestone was becoming the Official Crowd Games Supplier for Manchester City, giving fans at both the Etihad and Joie Stadiums the chance to take part in interactive games before kick-off and during half-time.
Beyond the big screen, supporters can also enjoy Piing games in fan zones, hospitality suites, and even as part of the club’s Blue Carpet experience.
Back in December 2020, Everton FC teamed up with Piing for the first time to boost matchday engagement at Goodison Park where they used games and quizzes to encourage fans to stay in their seats and get involved during the action.
This activation ran across two Premier League matches and a Carabao Cup quarter-final.
These two collaborations highlight Piing’s role in transforming traditional fan experiences into interactive, community-driven events.
So how can Piing benefit Australian football clubs and organisations?
To start with, it’s a great way to boost fan engagement on match day.
Clubs in the A-League and across Australian football are always looking for new ways to connect with supporters beyond the 90 minutes on the pitch.
Piing brings the crowd together with fun, interactive games that happen live in the stadium—before the match, during half-time, or even after full-time.
For example, at a Melbourne Victory or Sydney FC game, fans could join in a virtual penalty shootout shown on the big screen, playing along in real-time using their phones and sharing the excitement with everyone in the stadium.
Another big advantage is that fans don’t need to download any apps to join in, making the whole experience super easy and hassle-free.
Piing works entirely through a web browser—fans just scan a QR code and they’re in instantly.
With so many people tired of downloading apps, and not everyone having the latest phones, this simple, no-fuss approach is perfect for the wide range of Australian sports fans.
One more reason Piing is especially valuable for organisations is the sponsorship potential it offers.
Australian clubs are always on the lookout for fresh ways to give sponsors new opportunities to connect with fans and Piing delivers this with branded in-game spaces and real-time data on how fans are engaging.
That makes it a powerful tool for local and national sponsors who want more than just passive ads—they want to actively reach and engage their audience.
In short, Piing offers Australian football clubs a fun, easy-to-use way to boost fan engagement, create new sponsorship opportunities, and enhance the overall matchday experience.
As live sports continue to evolve, Piing stands out as a smart, scalable solution that brings fans closer to the action, offering clubs and organisations a powerful way to modernise matchdays and build deeper connections with their audiences.
