Social Streaming – Gravity Media

With the Kings League Italy gearing up for the start of its 2025/26 season later this month, significant updates have been announced.

The new league season follows the successful Kings World Cup Nations 2025, which combined 7-a-side football and entertainment, welcoming 16 national teams made up of former footballers, influencers and content creators.

The Kings World Cup Nations, held from 1-12 January 2025 in Milan and Turin, recorded an audience of 100 million viewers and 1.5 billion social impressions, with live coverage on Twitch, YouTube, TikTok and traditional broadcasters in more than 60 countries.

The rules of the format included 40-minute matches, unlimited substitutions, special weapons and more, with teams led by streamers and influencers.

Gravity Media Italy managed the broadcast production, stage set-up, lighting, LED walls, audio and filming with innovative cameras, drones and augmented reality, creating an immersive experience both in the arena and for viewers at home.

“After the experience at the Peppino Vismara Sports Centre in Milan, production is now moving from this ‘sports citadel’ to Cologno Monzese, on land adjacent to our headquarters, where one of the most renowned television production centres in Italy is already operating,” said Claudio Cavallotti, managing director of Gravity Media Italy.

“We are pleased to further strengthen the partnership with Kings League Lottomatica.sport Italy, with the goal of building a new arena that will soon host event productions, replicating the model adopted in the previous edition.”

The technological setup remains the same; the main change comes in the area of logistics. While in Milan the control rooms were housed in external containers, in Cologno Monzese the audio and video control rooms and support areas are integrated within the production centre building, improving organisation and operational efficiency.

The Kings League action will take place in the Fonzies Arena, a tent structure that will cover 5,000sqm, with a well-maintained pitch and high borders. Stands will be able to accommodate around 500 spectators for a close and engaging experience.

The filming layout remains the same, with broadcast cameras, auxiliary units, goal-line microcameras, drones and augmented reality.

The dynamic lighting system and large LED panels will display replays, customised graphics, scores and interactive content in real time, while the entire production will continue in HD 1080p.

Franco Morelli, managing director of Kings League Lottomatica.sport, stated: “We are pleased to relocate the headquarters of Kings League Lottomatica.sport Italy next to the new Fonzies Arena in Cologno Monzese, a true media hub in the Milan area. We would like to thank the mayor and the municipal council, as well as Gravity Media Italy, a partner with whom we are glad to continue our journey together.”

Gravity Media Italy continues to serve as the official service provider for broadcast and logistics activities of Kings League Italy.

The timeline sets full operational readiness of all facilities by 6 October, with the transfer of technical structures starting on 10 September, confirming the commitment of Gravity Media Italy’s team to ensuring continuity and quality in the production of a format now followed worldwide.

The Kings World Cup Nations is a 7-a-side football tournament that combines competitive excitement with spectacle, featuring prominent participants, including former football stars, influencers, and content creators. The event involves 16 national teams and is governed by unique rules derived from the original Kings League format.

The inaugural edition, and the first Kings League competition held in Italy, began on 1 January 2025 at the Kings League Arena in Via dei Missaglia, Milan. Italy made its debut against Japan in the opening match. The tournament continued until the final on 12 January at the Allianz Stadium in Turin, where the first Kings World Cup Nations trophy was awarded.

Anticipation is now building for the Italian Kings League championship, set to start on 3 February. Created two years ago by former footballer Gerard Piqué, the format primarily targets younger audiences, blending entertainment with sports competition. The KWCN achieved a record audience of 100 million viewers and 1.5 billion social media impressions.

Matches were streamed on platforms such as Twitch, YouTube, Kick, TikTok, and Facebook, and broadcast by traditional networks in over 60 countries. In Italy, they aired live on Sky Sport channels, including Sky Sport Max and TV8.

Unique Gameplay Features

The tournament’s rules are particularly innovative, with 40-minute matches, shootouts to resolve ties, “presidential” penalties, and special cards affecting gameplay, such as double-goal cards and temporary dismissals.

On the pitch, professional football veterans alternated with amateur players, while teams and national squads were led by influencers and streamers acting as team presidents.

EMG / Gravity Media Italy’s Role

EMG Italy, part of the EMG / Gravity Media group, provided all broadcast services for the Kings League Italy and the Kings World Cup Nations. This included live coverage and streaming distribution for the final at the Allianz Stadium and the upcoming Italian championship. A team of around 40 professionals managed all technical aspects, such as lighting and LED wall setups, to deliver an immersive experience for both in-person and remote audiences.

The visual design of the format stands out for its modern and engaging approach, elevating the event beyond traditional sports. The Kings League Arena was transformed into a “football theatre,” featuring meticulously crafted scenic setups.

The Kings League Arena

A dynamic lighting and LED wall system was used to create a vibrant, modern atmosphere. Lighting effects highlighted key moments like team entrances and goal celebrations, as well as sponsor messages. Large LED panels surrounded the pitch, displaying customised graphics, replays, exclusive content, scores, standings, and real-time interactive visuals, contributing to an immersive narrative.

The Kings League structure spans 6,000 sqm, featuring a detailed pitch surrounded by high borders, creating an “arena” effect reminiscent of American sports events. This setup also catered to online audiences, with innovative camera angles, a drone for aerial shots, and augmented reality enhancements during broadcasts. The stands accommodate approximately 400 spectators, offering an intimate and immersive experience for on-site audiences.

Interactive and Technological Experience

Francesco Donato, CTO of EMG Italy, explained: “We handled the technical setup and production, implementing about 200 sqm of scenic LED wall systems. The LED walls, controlled by a complex watch-out system, were used around the pitch perimeter, in the primary camera-facing area, and behind the goals to display sponsor content, scores, and additional show features. We also installed field lighting, delivering 1,200 lux uniformly distributed with LED technology, and several moving heads critical to the event’s visual success. The indoor audio system was separately managed for field coverage and audience diffusion, distinct from the broadcast system.”

Presidents and Social Streaming

Each team was represented by a president, a content creator with an established fanbase who streamed live commentary from pitch-side setups. EMG Italy equipped the main control room for managing audio, video, lighting, and LED walls in dedicated shelters outside the arena. Around 20 cameras were deployed for live production, providing feeds for presidents/streamers and international broadcasts in English, Italian, and Spanish. Two additional control rooms supported Italian and Spanish integration, with pre- and post-match commentary studios. Feeds were distributed to around 60 international takers via SRT streams.

Donato added: “The small pitch size significantly influenced the dynamics of camera placement, given the faster pace compared to traditional football. Besides broadcast-quality pitch cameras, we used micro-cameras behind goals, PTZ units, and a lightweight drone to achieve high-quality and dynamic images.”

Control Room, VAR, Team, and Setup

The permanent control room, also used for the regular season, coordinated a complex mix of entertainment and sports production. It featured camera, lighting, and LED wall control stations, a powerful mixer with three effect desks, four graphic stations, two super motion replay desks, and two dedicated VAR desks.

The production team expanded to over 40 professionals, including new roles for field activities such as Watch Out operators, lighting technicians, and a sound designer for arena and broadcast audio management. Dedicated microphone operators supported the presidents’ stations, while two mini-studios for Italian and Spanish unilateral feeds hosted pre- and post-match commentary.

Francesco Donato’s Final Comment

“We’re witnessing a significant shift in audiences and content distribution methods, making events accessible on the move and across a variety of devices, beyond traditional TV screens. The sold-out final on 12 January at Allianz Stadium embodied this new global entertainment model, featuring not only the Colombia vs Brazil match but also a Mahmood concert and a Legends vs Streamers special match to enhance the overall show experience. It’s fascinating to see how such an event has engaged a broader audience, attracting young people and families—a different demographic from traditional football stadiums.”