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This GAMEHEARTS research factsheet explores how video games, virtual reality (VR), and other digital technologies are shaping football fandom. Drawing on research conducted in collaboration with Manchester City Football Club (City Football Group), including surveys and focus groups with supporters, it examines how gaming and immersive technologies can strengthen fan engagement, connect international audiences with clubs, and create new opportunities for participation. It also considers the potential benefits and challenges of digital fan experiences, including virtual merchandise, accessibility, and concerns around microtransactions.
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Crawford et al. (2026) studied this question.
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