MARTIN MAZUR / AIPS: The World Cup is always a chance for experiencing the future. New boots, new players, new security measures, new technologies, the VAR . . .

For the sport media, every World Cup is also a chance of showing new features, as newspapers, websites, magazines, TV and radio shows show everything they have been working on for the past years and compete with each other with their more creative creations.

These are just some of the new initiatives shown in Russia 2018.

The New York Times (US)

One of the new tests to get direct contact with the readers has been the creation of“The Messenger”. With reporters, photographers and graphics editors on the ground, the Times prepared an exclusive service of direct messages coming to the users’phones. “They will send dispatches throughout the competition and show you a side of the World Cup that you won’t see on TV”, says Andy Das, from the Sports Desk. The users can interact with the staff, asking questions and feeling part of the coverage.

Learn more about the Messenger here

With videos of goals and replays everywhere on the internet and in social media, another novelty of The New York Times comes in an interactive package that preserves the beauty of photography. Take, for example, Luka Modric’s stunning goal against Argentina, deconstructed in a sequence of 25 shots with graphic explanations. An enjoyable experience of something that everybody saw, and still a must-have experience for the user.

Watch Luka Modric’s goal in a different, interactive way here

The Guardian (UK)

The Dozen has already become a classic in The Guardian and the World Cup is certainly not an exception. When it comes to photogalleries, one of the major challenges is to get the first click. Arrow navigation increases the abandonment rate of users, especially when accessing from mobile phones. Scrolling down is the best (and quickest) option, and that is what The Dozen does.

You can check it here.

Yet the way of selling a photogallery is always one picture. What if it does not bring enough interest? That’s why one of the most interesting approaches of The Guardian has been to make a gif of rolling images, in order to see more in less time, and to attract interest in social media. Maybe it’s not the first picture that will catch your attention, but the fourth one. With a rolling gif, that’s possible.


The Guardian and its rolling photogallery. No arrows.

Marca (Spain)

The leading sports newspaper in Spain has surprised the readers with one of the most difficult tasks of every World Cup: learn how to pronounce the names from the players. That’s how “El Pronunciador” was born as part of their special interactive package. Pick a group, pick a player and you will know, with the help of a local of each country, how to pronounce the name properly. An enjoyable experience and also useful tip for journalists and TV commentators. One of the most sought after was Iran’s Alireza Jahanbakhsh.

Learn how to pronounce each player’s name with El Pronunciador here

Marca helps you pronounce correctly the name of each player.

More media trends from Russia 2018 coming soon.

This content is presented by AIPS Sport Media Awards, a bridge to the future of sport journalism. Divided in 6 main categories, the Awards are a celebration of the best sport storytellers from around the world. Submissions for professionals are free and open until September 17, 2018. Winners of each category take 8,000 USD as prize. Find more and submit your work