11versus11 scoops European Digital Media Award

Metro’s 11versus11 was hailed at last night’s European Digital Media Awards in Copenhagen, scooping the Best Lifestyle, Sports & Entertainment App award.

The awards, presented by the World Association of Newspapers and News Publishers (WAN-IFRA), aim to recognise publishers who have adopted digital media and mobile strategies as part of their total product offering to match the major shifts in how people consume news and information. Other UK winners on the night included BBC News and Guardian.

11versus11 was judged by its high quality content, consistent user experience and evidence of Metro’s commitment to delivering value to both readers and advertisers. Plus, innovative design, the use of multimedia, ease of app navigation, speed of downloads and overall organisation and layout.

Martin Ashplant, Metro’s Digital Director said, “I’m incredibly proud that 11versus11 has won this award. It’s a real endorsement of our product and highlights how Metro’s digital offerings are constantly growing and evolving.”

Metro’s 11versus11 app is a unique way of presenting football fans with breaking football news in a snackable format. Using two complementary technologies of aggregation and artificial intelligence, the app curates content for every individual reader from the web in a hyper personalised, finite edition. The app learns more about each user the more they consume content, delivering editions tailored specifically for them. Readers can load a new set of stories once they’ve completed the edition, creating a rolling supply of top news and views suited to them.

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