Metro kicks off digital expansion with football app launch

We are growing our digital portfolio with the launch of a new personalised football news app, 11versus11.


11versus11 is an original way of presenting football fans with relevant Premier League news and views in a snackable format.  Aggregating football coverage from a range of publishers and news providers, the app also delivers stories and opinions from a team of hand-picked fansite contributors as well as from Metro’s sports team.


11versus11 offers users 11-screen digital editions, which can also be viewed in full offline.  Using preferences and artificial intelligence to curate a personalised edition, the app learns more about each individual 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 the individual.


The project has been realised through several content partnerships with other media owners to deliver the best available top flight football news.  Content publishing partners include Trinity Mirror, Press Association, Reuters and talkSPORT, as well as a raft of other football news specialists.


Commercially, 11versus11 offers brands a simple and effective advertising solution with full page interstitials in every edition.  Interstitial creative can be personalised according to users’ team preferences and can also pull through dynamic feeds to reflect real time events such as match times and betting odds.

The launch of 11versus11 will be supported with a cross-promotional campaign across Metro print and digital platforms before targeting specific football fan tribes through social media and other digital marketing channels.


The 11versus11 concept will be the basis for another new app in early autumn for Metro’s celebrity column, Guilty Pleasures, with potential for more content-specific apps using the same model in the future.


Martin Ashplant, Digital Director at Metro, comments:

“We already know through our current Metro digital edition app that there’s a viable audience for edition-based mobile content and 11versus11 extends this for a football audience and their needs.  It’s personalised to their interests, there’s a new edition ready to read whenever they want it, and the only advertising they’ll see will be relevant and non-intrusive.”


“Both sport and celebrity are two interest groups where we know there’s an insatiable demand for content and our new apps are perfectly placed to deliver these commercially-attractive audiences to advertisers.”


Ted Young, Editor at Metro, comments:

“We know Metro readers love the way we provide them with a concise round up of news, showbiz and sport for the morning commute.  The launch of 11versus11 is a natural extension of this and will enable us to reach a new highly-engaged audience, providing them with the football news they want in a format we know they’ll love.”


11versus11 was designed and developed by Big Bite Creative and the app’s content intelligence platform is provided by Idio.


11versus11 for iPhone and iPad is available now from iTunes and available soon for Android – more at

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