Immersive, world-class football coaching in the Perfect Play app

The pocket guide to become a pro footballer.
The Perfect Play app fuses advanced football training expertise with state of the art interactive augmented reality.

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The Brief

Chelsea Football Club developed its investment arm, Chelsea Digital Ventures, to generate product growth across the the digital sports sector.

We partnered in 2019 to build a suite of products to sit within CDV’s portfolio of exclusive digital sports offerings, including their latest product: Perfect Play.

Our mission was to create an immersive platform to bring elite football academy coaching to all levels of footballers across the world.

The solution

In July 2020 Perfect Play, a development coaching app designed for both iOS and Android devices, powered by augmented reality and computer vision, was born. It delivers personalised football training plans for all levels of sporting ability, gender and age, based on Chelsea FC’s academy approach for developing elite football players.

The Perfect Play app utilises computer vision, pose estimation and augmented reality, together with built-in smartphone functionality, to create a unique, immersive, innovative digital coaching experience, both with and without a football.

Our team of digital experts worked closely with coaches at Chelsea FC to recreate the real training drills that Chelsea FC Academy players do. A bespoke framework interprets academy-authored scripts, and translates the drill-based activities into visual directives with interactive tracking and augmented reality.

So, users can experience real-life expert coaching from their device.

  • The Academy Experience – Innovative player tracking technology enables your phone to track your progress and help you develop your skills over time.
  • Personalised training plans – Perfect Play Premium creates a personal training plan offering a combination of activities designed to improve agility, ball mastery, dribbling, passing, receiving, shooting, speed, strength, resilience and more.
  • Become the player you want to be – Real-time feedback and skill analysis helps users to master their skills, whilst building on their progress within each use.

The Results

With over 2 million app store views in its first iteration, the Perfect Play app featured in a widespread influencer marketing campaign driven by Chelsea FC’s alumni and current premier league players, off the back of its UK launch.

Although the app was initially aimed to inspire the next generation of football players (young people over the age of 13), during the 3rd UK Covid-19 lockdown the Chelsea FC youth squad pivoted to remote training, and moved over to the digital platform to maintain their training regimes via the app.

The app launched overseas during winter 2020 to maximise on new audiences in Australia, Canada and New Zealand, and has begun to amass a growing overseas audience, most notably during the school holiday periods.

The Perfect Play App is the first of its kind to integrate the new Apple Lidar Scanner within its interface too, which brought the attention of iOS experts across the digital landscape featuring the app in numerous App Store Collections since launch.

Discover our process for developing leading mobile apps here. 

“We’re an agency driven by innovation, so we’re massively excited by the products that we have built so far with the CDV team. New tech, new ideas and new audiences with first-to-market deadlines – that’s the sort of thing we thrive on.”

GARRY PARTINGTON
Chief Executive Officer, Apadmi