AS Roma’s Digital Pivot: How Football Clubs Are Reinventing the Fan Experience | OneFootball

The world we are living in doesn’t offer a place for a revolution like the ones we’ve already seen. The industrial era is long gone; the informatic age matures, so we’re remixing, refining, and revamping. For example, we’re neither rewriting the football rulebook nor stretching the 90-minute limit. In fact, we are stretching the experience; digitalizing every second, amplifying emotional peaks and plugging fans in like never before. From mobile ecosystems to blockchain loyalty tokens, each interaction is engineered to feel closer, sharper, and more alive, even if you’re 5,000 miles from the stadium.

To make sense of this evolving space, we’re bringing insights from the expert team at CasinoOnlineCA who write major casino reviews on industry giants like Mondial Casino and bridge the gap between mobile entertainment and real-world entertainment. This article includes the commentary of online gambling expert and digital engagement analyst James Segrest, who explains how teams build up loyalty, storylines, and rituals through digital tech, focusing on AS Roma.

AS Roma’s Digital Pivot Leads the Way

AS Roma is a club that has successfully jumped to lead the revolution in Italian League A. This giant, known for its rich-rooted history, has made bold moves to integrate technology into fan experience in recent years (because history needs to connect with the future, right?).

NFT and Cryptocurrency

In 2021, AS Roma football club made a “one small step for football, but a giant step for football fans” by embracing blockchain technology. Their partnership with fintech company Zytara Labs, worth €36 million, put the DigitalBits blockchain logo on Roma’s iconic jerseys and, more importantly, laid the groundwork for new fan-focused digital products. Through the partnership, AS Roma laid the foundation for creating NFTs and memorabilia in a digitalized version that is more accessible to fans worldwide.

The club even began accepting DigitalBits’ cryptocurrency (XDB) as a payment method in its online store and for special fan promotions.

AS Roma’s embrace of blockchain is more than joining the cryptocurrency hype that swirled the globe; according to expert James Segrest from the CasinoOnlineCA team, it’s about staying on-point in communicating with younger fans and setting modern trends they can look up to. “AS Roma is showing how even a storied club can innovate and connect with today’s fans, and that it should not be seen just as a modern-day trend, but a step up for the world of sports.”

Fan Tokenization

One of the most revolutionary changes in fan engagement is the rise of digital collectibles. NFTs, these unique digital assets secured on the blockchain network, have reached beyond photo album collectibles. Clubs like AS Roma are minting NFTs of everything, from classic moments (like a legendary goal or trophy celebration) to digital art of star players. Owning a club NFT gives a fan some bragging rights and a sense of belonging to an elite collector community.

According to Segrest, “By offering digital collectibles and new tech-driven experiences, they’re giving supporters a stake in the club’s story in ways that weren’t possible before, and are now, thanks to the Internet and mobile revolution.”

And what’s in it for Roma’s fans? For starters, purchasing tokens and NFTs grants them access to perks like voting in certain club decisions or purchasing exclusive merchandise. According to Deloitte’s sports industry report, 40% of Gen Z and millennial fans are familiar with NFTs or fan tokens. Still, only approximately 5% have actually purchased them, suggesting a considerable room for growth.

The club was also an early adopter of fan tokens on Socios.com, allowing fans worldwide to participate in polls (for example, choosing a walk-out song or jersey design, which is not a small part) through a blockchain-based app.

This token-based engagement model turns passive spectators into active participants. With a small investment in a fan token, a supporter might vote on club matters or compete for VIP rewards, which is a powerful psychological shift that makes fans feel heard and valued, even broadening the fan outreach. Why? Because their voice is heard whether they’re in Italy, Canada, or Australia, despite not being there to cheer live and support their club.

Mobile App Engagement

AS Roma hasn’t stopped at blockchain and tokenization. The club also revamped its official mobile app and online platform availability to create a more immersive digital clubhouse for fans. Through the MyASR portal and Roma’s mobile app, supporters get behind-the-scenes videos, live match commentary, and even augmented reality features! For example, during special events, fans can unlock AR filters to virtually “try on” new kit releases or take selfies with 3D versions of their favourite Roma players.

These official apps can even have gamified apps with prediction games and quizzes to make the football betting buzz even more playful. “Just as a glimpse of how mainstream such features have become, let me remind you of the 2022 World Cup, where the official FIFA app let fans in the stadium hold up their smartphones and see live player stats and running speeds overlaid on the pitch in augmented reality,” adds James Segrest of CasinoOnlineCA.

These playful touches keep fans engaged on social media and encourage app downloads. As a result, AS Roma’s app has become a primary channel for reaching its international fanbase with news, highlights, and interactive content. It’s no longer just a utility for checking scores, bet options, and sports news — it’s a community hub.

Moreover, the numbers show fans are receptive to these digital platforms. Surveys indicate that up to 80% of online traffic for some club apps comes during the game itself, as supporters use second screens to follow stats, replays, and social media on match days. Or, as Segrest puts it, “Mobile apps have become the new season ticket for global fans. If you can’t really be there at the stadium, the app is where you go for that insider experience, from streaming to press conferences and real-time stats.”

Interactive Fan Zones and Immersive Experiences

Digital engagement isn’t confined to personal devices; it’s transforming physical fan spaces too. Modern stadiums and fan parks are becoming high-tech playgrounds designed to wow supporters. Take AS Roma’s Toyota Fan Zone, for example. Debuting in early 2023 (at just about the right time after the world’s had enough of COVID’s lockdowns) outside the Stadio Olimpico, this interactive pre-match fan park offers live entertainment, games, and technology-driven experiences for fans of all ages.

On match days, Romanisti can arrive early to enjoy augmented reality football challenges, pose with virtual versions of players through giant video boards, and immerse themselves in the club’s culture. The Toyota Fan Zone is a blend of carnival and technology showcase and is a part of many clubs’ trend to make attending games an action-packed outing beyond the 90 minutes of play.

Such fan zones offer:

Summary

In today’s game, winning hearts is as important as winning matches. The clubs that will thrive are those that understand football is no longer confined to the stadium and reach out to fans through digital tools and interactive moments that echo long after the whistle.“The more interactive and immersive the experience, the more fans feel like they’re part of the action,” James Segrest observes. “Whether it’s a high-tech fan zone with AR games at the stadium or an app feature that lets at-home fans vote in real time on the Man of the Match, these innovations deepen the emotional investment. Fans stop being just spectators and become real contributors to the club’s story, and that has no price for them,” he concludes.