Upgrade to Premium Now 
Innovation in football is no longer limited to the pitch. Across Europe, clubs are increasingly exploring how technology can reshape the fan journey, from ticket discovery to matchday experience. In Hungary, ZTE FC has taken a significant step in that direction through its partnership with PACIFA 3D.
The collaboration introduces immersive 3D seat selection at ZTE Arena, making ZTE FC one of the first clubs in Eastern Europe to integrate this level of visualisation directly into its ticketing journey.
From a conversation in Dublin to a live product in Zalaegerszeg
The project originated from a chance meeting at SVB Live in Dublin, where discussions around fan engagement and stadium innovation quickly revealed a shared ambition between both organisations: rethink how supporters experience ticketing.
ZTE FC’s objective was clear, strengthen its positioning as a forward-thinking club by embedding innovation into its commercial strategy. For PACIFA 3D, the alignment was immediate: enhancing the fan journey through immersive venue technology.
What followed was a rapid and highly collaborative rollout between both teams.
Within six weeks, PACIFA 3D worked closely with ZTE FC’s marketing and operations departments to recreate ZTE Arena in full 3D. Only a few weeks later, the club’s ticketing provider had integrated the immersive module directly into the online sales flow, replacing the traditional 2D seating map with an interactive, explorable stadium experience.
A more confident and engaging ticketing experience
The result is a significantly improved fan journey. Supporters can now explore ZTE Arena digitally before purchasing tickets, gaining a precise understanding of seat location, sightlines, and proximity to the pitch.
This is particularly valuable for new attendees, while also offering season ticket holders a more intuitive way to select their preferred experience.
As PACIFA 3D International Business Development Manager Marc Pizon explains:
“Immersive technologies are increasingly shaping how sports organisations design their digital fan journeys. When integrated into ticketing flows, they help bridge the gap between online selection and the real stadium experience, giving supporters greater clarity and confidence in their choices.”
A strategic step for club innovation in Hungary
Beyond the technical deployment, the partnership highlights a broader shift in football operations: ticketing is no longer only a transactional channel, but a key touchpoint in shaping perception, engagement, and conversion.
For ZTE FC, this project reinforces its ambition to be recognised as one of the most innovative clubs in the region, using technology not as an add-on, but as a core part of its fan engagement strategy.
As Andrea Balázs, Director of Sales, Marketing and Communications at ZTE FC, notes:
“This partnership allowed us to completely rethink how our fans interact with the stadium before matchday. The 3D experience brings ZTE Arena to life in a way that a traditional seat map never could. It improves clarity for our supporters and strengthens the emotional connection with the club from the very first click.”
Looking ahead: scaling immersive experiences in football
The collaboration between ZTE FC and PACIFA 3D is part of a wider movement across European football, where clubs are investing in digital layers that enhance both commercial performance and fan satisfaction.
The partnership will also be showcased internationally, with PACIFA 3D attending the FBIN Marketing Excellence Summit in Prague, where industry stakeholders will discuss how immersive ticketing and hospitality experiences can support football clubs’ marketing strategies and fan engagement objectives.
As more clubs look to differentiate themselves beyond the pitch, projects like this demonstrate how quickly innovation can scale when ambition, execution, and technology come together around a shared vision.
