British & Irish Lions And Vodafone Unveil Official Tour App Giving Fans Chance To 'Become A Lion'

The British & Irish Lions has launched a new app with Vodafone UK & Ireland that will for the first time allow rugby fans to ‘become a Lion’, virtually, and fully immerse themselves in Lions action as the countdown to next year’s Tour continues.  

The new official Lions app offers a range of interactive features including the ‘Digital Lions’, a fully-animated virtual avatar tool developed using the same technology seen in Fortnite and FIFA. The ‘Digital Lions’ feature, a first within rugby, will enable fans to interact both with Lions players past and present, and with other fans.  

The personalised ‘Digital Lions’ avatars created by supporters will be the first to wear the new British & Irish Lions jersey when it is revealed and fans will be able to share their avatars across social media and messaging platforms. They’ll also be able to bring their avatar to life in 3D augmented reality and choose from a range of animation options. In the coming weeks fans will also discover new ways to personalise their ‘Digital Lion’.  This will include being able to base their avatar on a number of traditional player positions – for example prop, second row or scrum-half.

The app will provide news, fixtures, ticket offers, merchandise and interactive fan experiences. Other features include the ‘XV Selector’.  This lets users choose their own starting line-up which they can share on social media and messaging platforms as they compare their dream team with their friends and other fans.

New features will be added to the app such as the ability to pose with ex-Lions players in augmented reality (AR), the chance for fans to use their avatar to play in-app games, as well as the opportunity to unlock tickets and merchandise. Next year, when the games are being played, the ambition is for the app to act as an AR portal so fans get a first-person view of all the action in South Africa, from the comfort of their own home. The app’s ‘Match Centre’ feature will provide live updates on all Lions news – from information on thegames being played, to scores, scorers, team and match stats.

Max Taylor, Commercial Director, Vodafone UK said: “We want to give fans the most immersive Lions experience possible. Our new app will be the ultimate in digital self-expression. A fan’s ‘Digital Lion’ will become their companion throughout the build up to the Tour and the Tour itself and will get them closer to the action and other fans than ever before."