Increasing digital engagement


Design and build a new suite of digital products for Arsenal to increase fan engagement.


A new desktop site and mobile apps on iOS and Android which allow fans around the world to feel connected to the club during, and outside, games.

Strategy & Design
Build & Support
Live Project →


Although they have a very active fan base, Arsenal wanted to see higher engagement in the digital experiences they offered. We were asked to redesign arsenal.com followed by the redesign and build of their mobile apps. As a strategic partner to the club since 2010, we had come to know the challenges and opportunities they faced.

  1. Better use: create an experience that will be sustained in its appeal to Arsenal’s large following.
  2. International & local: cater to a global fan base that has varying behaviours and ways of supporting the club in different localities but similar levels of devotion.
  3. Official channel: the interface had to serve as one of the club’s official voices with its tone and approach, and build on Arsenal’s heritage, which is central to the club’s image. 
  4. Feel exceptional: given that supporters today have access to a near endless number of digital services for following a sport, the app had to stand out while not appearing to shout at fans or resorting to gimmicks.
  5. Multiple integrations: develop the app with integrations to a number of third party services including identity management, video playback, and Opta data.
  6. Separate phases: redesign arsenal.com then create a set of mobile apps in line with this.



It was a dynamic process, with developers and designers working in parallel. This allowed us to finish the website redesign quickly and the development of the build on both iOS and Android over just a few months. Part way through the project, we carried out user testing with fans in, and around, the ground. The website and apps were launched in separate phases around the world, all to a strong reception, with an increase in fan engagement and subscriptions.

Arsenal - Our approach



The digital products allow fans to relive the key spells and events in every game through official audio, video, and data.

Arsenal - Arsenal moments

Beautifully presented


Having worked on the original Arsenal player, we understood the importance of video to the club. There is a lot of video including live feeds, highlights, and the manager’s press conference.

Arsenal - Beautifully presented video


and post-match views

From studying how fans around the world follow a game, we created a layout that creates excitement before a match and revisits the game after, allowing for analysis and match reports.

Arsenal - Build-up and post-match views


live-match experience

The goal was to allow fans to feel immersed in the games, incorporating a show, a play-by-play feed of matches, and the club’s official commentary.

Arsenal - Exciting live-match experience
“ Arsenal has a huge international following and is a global brand and therefore our online presence needs to facilitate and nurture the Arsenal global online community, be the top reference site for news and facts and be a source of Arsenal exclusives. As an online experience our new website surpasses all these objectives and more ”

Ben Ladkin
Operations Manager - Arsenal

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