Game, Set, Experience.
American Express x Wimbledon
01
The 'Centre Court' Challenge
American Express wanted to elevate its Wimbledon presence beyond hospitality — to create something every fan could enjoy, not just Card Members. The Fan Experience needed to feel premium yet playful, bringing together technology, design, and sport in a way that felt unmistakably “AMEX”.
With limited space, a huge audience turnover, and the unpredictability of British weather, every second and every interaction had to count.
02
The Solution
Fans step into the shoes of Wimbledon’s famous ball boys and girls — rolling real tennis balls toward digital targets in a race against the clock.
Up to four players compete side by side, with leaderboard bragging rights and plenty of good-natured chaos.
We filmed Andy Murray against a green screen to star in the game — introducing gameplay, cheering players on, and dropping the occasional classic Andy reaction when things didn’t go to plan.
Fun fact: he wore shoes with some green bits on to the green screen shoot. Guess who ended up cleaning up every single frame? (Yep.)
To help Amex visualize the experience end-to-end, we paired Unity gameplay with motion comps for supplier previews and build sessions.
The finished experience blended 2D and 3D animation, tactile input, and smart feedback loops — creating something that felt equal parts arcade, Wimbledon, and Amex polish.
03
The Outcome
The Fan Experience drew record engagement in 2024 — with queues forming daily for both Find Andy and Centre Court Challenge. Thousands of visitors rolled, tapped, and shared their wins across social media, turning a brand partnership into a shared summer memory.
Each year, we built on what we learned — watching how players interacted, feeding those insights back into smarter design and slicker UX. For example, Centre Court Challenge originally featured on-screen instructions before play, but seeing the growing queues, we shifted them to a separate screen beside the waiting area. The result? Shorter wait times, smoother gameplay, and more matches “served” per day.
In 2025, following Andy Murray’s retirement and the end of his Amex sponsorship, we refreshed the experience to keep its energy alive while evolving the visual storytelling. Find Andy received its own glow-up — bringing more of the playful illustration style from the maps into the UI and splash screens for a more vibrant, cohesive feel.
Year on year, both experiences became sharper, more intuitive, and more replayable — proof that small design shifts and cross-discipline collaboration can turn fan engagement into brand love.
American Express praised the seamless teamwork and the blend of design, technology, and play that kept fans returning summer after summer.
Agency: Momentum Worldwide
Design Director: John Buckell
Creative Technology: Jack Osborn / Phil Barker / Carl Flint
UX: Kiran Khan
Game Dev: Matt Glanville
Art Directors: Leanne Parkinson / Lauren Atkinson
Producer: Matthew Martin
Account Lead: Alex Faulkner
