Turning practice into competition

While the coronavirus put all football (i.e. soccer) competitions on hold, we decided to bring some competitiveness to pick-up football games out on the streets and at local pitches.
Forty &


We are exploring potential partnerships with several companies and organisations, to see if we can collaboratively run a simulation.


validated problem, target group & solution; concept design; landing page prototype


We went from a problem definition to the start of a simulation in 3 weeks.

Bigger picture

Football is the number one sport in the Netherlands. It’s being played through an extensive grassroots program, but also via local pickup games on pitches, parks and the streets. Keeping track of the statistics of these self-organised games (e.g. goals, matches played, etc.) might increase the level of competitiveness, and therefore the amount of fun experienced by participants.

How might we add competitiveness to local pickup football games?


Which problem did we focus on?

A pickup game is often experienced as a much less fanatical event than a tournament or a competition game. This often results in a lower attendance rate and less intensity during the game. A yelling trainer, a nagging captain or a tackle to put players on edge often backfire. Bringing more competition to pickup games seems to call for a different approach.

What solutions did we come up with?

In our research, we found that "team spirit" (a common goal), "equally strong teams" and "the feeling of winning" are important motivators to experience a game more intensely. These three factors are seemingly present in every regular competition. We decided to combine these elements with a digital solution, which led us to introduce and test “Cuppie”, an app that brings out a strong sense of competition in any pickup game.

How did our audience/market respond to our solution?

We designed a landing page experiment that emphasized Cuppie’s unique selling points. We first shared a mockup of the intended landing page among football players during an interview and used their feedback to improve the concept. Following the qualitative interviews we did a quantitative validation among a larger group of 32 respondents. The results were very positive, as more than 80% of the respondents left their email address and phone number to be among the first testers of the Cuppie app.

Curious how we can work with you?

Get in touch with Pim.

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Forty Team

Pim van der Hoorn
Innovation strategist
Owen Thijssen
Service designer
De Markt Bezorgt case

Maliebaan 11

+31 (0)30 2737 422