Amazon

VARLEXA

With two thirds of football fans conceding to not fully understanding the latest rules of the game, we worked with Amazon to create VARlexa, the world’s first Voice Assistant Referee, to help fans get a better grip on the beautiful game.
 
The new feature means fans can now ask Alexa for the International Football Association Board (IFAB) Laws of the Game to receive instant assistance on the official rules as they watch Amazon Prime Video’s expanded fixture schedule this December.
 
With a little help from Prime Video pundits, Mark Clattenburg and Peter Crouch, the VARlexa launch secured over 100 pieces of coverage including page leads across The Sun and Daily Star, plus hits across Daily Mirror, The i, Metro, Mail Online, Evening Standard, UNILAD and GQ’s Coolest Things of The Week.