AppiStadium is an alternate reality platform active in the sports and entertainment sector. Its objective is to balance the relationship between the different key players in the ecosystem (clubs, fans, sponsors). Its differentiator lies in its new collaborative business model. It places the user at the centre of the commercial equation, considering him as a partner rather than a product. This collaborative model is named “Admium”. This is the evolution from the previous business model known as "Freemium". Regarding the application, AppiMonkey creates a triple win-win-win operation by creating value for to all stakeholders of the sports ecosystem. Among the stakeholders we have three categories : Fan communities: AppiStadium provides them with a one-of-a-kind environment in which they can play an alternate reality game to win free goods and accumulate purchasing power, allowing them to consume sports almost for free. Sponsors: The platforme provide them with real-time activation reports that measure their ROI. Professional clubs: AppiStadium provides them with a new fan engagement tool and increasing their revenue by signing new sponsorship deals through the platform.