New AI-powered football entertainment experience in London

October 20, 2021
A new state-of-the-art interactive, tech-driven football entertainment experience that combines football skills with augmented reality opened in London in September 2021.
Photo: "Photo for player card via artificial intelligence (AI) in futuristicfootball experience site in London." / Photo credit & Source: © Sensape

[Press release]


  • At almost 10,000 square metres, the new METRIX: FOOTBALL RE-CODED pop-up site opened in Westfield White City earlier this month
  • Experience combines state-of-the-art artificial intelligence and augmented reality with football skills challenges in a futuristic setting
  • Using background segmentation from German company Sensape players can take their photo that is being used for their player card to profile individual statistics and across leaderboards
  • Future development: Using innovative facial and body recognition software, also provided by Sensape, players will be able to create a personalised 3D avatar 

A new state-of-the-art interactive, tech driven football entertainment experience that combines football skills with augmented reality opened in London in September 2021. 

METRIX: FOOTBALL RE-CODED, which is the first location of its kind, enables visitors to practice skills such as the strength of shooting and accuracy on innovative digital walls and reach higher levels of difficulty through intelligent recognition software. To create a player card profile an innovative background segmentation without a green screen, provided by German company Sensape, is used to take a photo. On their digital profile players can then save their individual statistics they achieve during training.  

In the near future, a personal 3D avatar is planned to be added to the player card. Using Sensape’s Artificial Intelligence (AI) and Augmented Reality (AR) technology, players will be able to create personalised avatars based on their own appearance, thanks to the software which automatically recognises the person in front of it in real-time, converting external features such as hair type, skin colour and facial shape, as well as hairstyles and beard shapes to create a 3D avatar.

Spanning a total of almost 10,000 square meters, the new site is located at Westfield, White City and is the first METRIX experience in the UK. 

Speaking about the centre’s opening, Michael Lehnert from Sensape, said:

"We are excited to be a part of this new experience in London, which provides visitors with a truly unique experience that combines real-life soccer skills and training with our unique AI and AR solution. 

“As a brand, we’re committed to pushing the boundaries of what’s possible and for this project, we worked with a new framework that enables a fast and smooth experience for players, enabling cut-out photos to be captured by our virtual recognition software without the need for green screen technology. We can’t wait to see visitors trying it out and experiencing it for themselves.”

Joe Tankel, Founder of The Brand Tank, and Sensape’s UK partner, added:

“Metrix have created a fantastic site, and we are proud to bring our sensor technology and augmented reality (AR) to add to the experience. As we move into the next phase of development by creating personal avatars, the artificial intelligence (AI) from Sensape will create an even deeper connection between the real and the virtual world. We are looking forward to seeing visitors enjoy a truly immersive experience."

Learn more about the project ->

Official video from METRIX:

SENSAPE GmbH, based in Leipzig, Germany, develops and distributes products for interactive and intelligent customer communication. Founded in 2015, the company currently has 22 employees. Customers include FC Bayern München, Deutsche Bahn, Rittersport, Oreo, L'Oréal, Haufe Lexware, Commerzbank, Porsche, and over 300 other medium-sized companies and groups. With customer installations in more than 30 countries, including the USA, China, Japan, Italy, Spain, Chile, Ecuador, and Dubai, SENSAPE GmbH confirms its international competence and the drive for expansion.
Press Contact:
Michael Lehnert,, +49 (0)157 923 601 83

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