Wembley Stadium, London

As the setting for the 1948 Olympics, music concerts, shows and boxing events, Wembley Stadium is home to so much more than football.  At present, 100,000 visitors a year take the Wembley tour – mainly from the UK, Germany, Italy and Spain.


Wembley’s ambition was to enhance the visitor experience not just in the short-term but over the coming years, which will see greatly increased visitor numbers.

Following the England Women’s dazzling success at the UEFA Euro 2022, Wembley also wanted to additional content to celebrate this triumph.


Imagineear has enhanced the Wembley Stadium group-guided tours by creating a new bespoke interface design, producing new video footage and editing existing content to reflect the heritage and multiples uses of this historic venue. Immersive audio and multimedia elements help visitors ‘feel’ what it’s like to be at a game or concert at Wembley. Image recognition and 360º video technology incorporated into the tour add new dimensions to the Wembley Stadium visitor experience, and all is delivered on the advanced group tour system – Imagineear’s MultimediaGroupGuide™.

Imagineear also produced tour updates in honour of the England Women’s win at the UEFA Euro 2022. These updates include vibrant profile and stat screen graphics for the entirety of England’s triumphant female squad, including Manager Sarina Wiegman, Euro 2022 statistics, ‘Did You Know?’ facts and a short video on just how our women won a major trophy for England for the first time since 1966.


Besides the many tour enhancements, we are proud of our MultimediaGroupGuide™ which gives a greatly enhanced capability for guided group tours. Guides can both speak to their group through amplified radio mics and choose to trigger pre-loaded multimedia content, in different languages, on the group’s individual players, giving the group guide the ability to play multimedia content whilst keeping complete control over the group and tour. In addition, the tour guide can dictate and change the tour route easily to suit changing circumstances without affecting the experience – or the visitor even noticing the change.