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Sportworld App Pre-Installed on New Samsung TVs in Germany

Project in a Nutshell: Promwad helped NativeWaves grow Sportworld from a Samsung Smart TV app into a cross-platform sports streaming ecosystem. What began as a dedicated team of three engineers for the initial TV launch expanded to 8–9 specialists as the client entrusted us with the next stage: extending the product to iOS, Android, web, and Android-based automotive platforms. 

Using a shared codebase, we integrated subscriptions, pay-per-view, advertising, analytics, and consent management, while adapting the experience to very different device environments. We also optimised the web version for faster loading and interaction, improving key performance metrics by 3–5 times. 

As a result, the client gained broader audience reach, a more scalable product architecture, and a long-term engineering partner able to support the platform as it evolved. 

Client & Challenge 

NativeWaves, an Austrian provider of interactive streaming technologies and the exclusive technology partner of B1 SmartTV in Germany, initially engaged Promwad to develop the Sportworld app for Samsung Smart TV. After the TV launch, the next challenge was to turn Sportworld into a multi-platform streaming service available across mobile devices, browsers, and Android-based automotive systems. The new stage had to preserve a consistent user experience for live sports, video on demand, and match statistics while also supporting subscriptions, pay-per-view, advertising, push notifications, analytics, and GDPR-compliant consent flows. 

The client also needed a practical cross-platform architecture that would accelerate delivery without locking the product to a specific hardware platform. 

How We Fit

To meet the client’s ambitious goals, we structured our work around a flexible, dedicated team model:

What Changed for the Customer

The dedicated team approach delivered tangible results that significantly improved the client’s business and product development process:

Solution 

^{The Sportworld application offers sports providers an outlet to showcase their content} 

 

1. Concept Development 

We studied the client's experience and requests based on the previous version of the app. A third-party design bureau provided the ready-made UI concept. We took all these inputs into account and came up with our application concept.

2. Smart TV App Development

In the first phase, we developed the Sportworld app for Samsung TVs running the Tizen OS, paying particular attention to stable performance on devices ranging from 2017 models to newer generations. The frontend was implemented using React.js, TypeScript, styled-components, Zustand and Webpack. 

The Smart TV app included live HLS streaming, VOD, featured events and calendars, notifications for upcoming matches, SSO via Plenigo, QR code login, paid subscriptions, Google Analytics with custom events, and dynamic themes. The app’s architecture also laid the groundwork for future expansion to other TV platforms, such as webOS and Fire TV. 

 

3. Cross-Platform Expansion

Following the launch of the Smart TV app, the client expanded its collaboration with Promwad to transform Sportworld into a broader cross-platform streaming product. At this stage, we extended the service to iOS, Android, web, and Android-based in-car platforms. 

The new version was built on a shared codebase using React, TypeScript, Ionic, Capacitor and Vite. We integrated the client’s backend and CMS, subscription and pay-per-view processes, analytics, advertising services, push notifications, error monitoring and consent management in accordance with the GDPR. For streaming, we implemented HLS playback using hls.js, integrated the Google IMA SDK, and connected the client’s custom Nativewaves Experience SDK to support real-time analytics and synchronised viewing from multiple cameras. We also created a PWA version for browsers and prepared a separate build for Android-based in-car platforms. 

 

4. Backend & Integrations

The backend was provided by the client and built on a highly atomised data structure, exposed via a standard REST API. As the data model was clearly documented in Swagger, the team was able to respond quickly to backend updates and integrate changes into the application with minimal difficulty. 

Business Value 

Promwad helped NativeWaves grow Sportworld from a Smart TV app into a scalable multi-platform streaming ecosystem spanning TV, mobile, web, and automotive. This gave the client broader audience reach, a more consistent product experience across devices, and a shared foundation for future development, rather than fragmented platform-specific solutions. 

By integrating subscriptions, pay-per-view, advertising, analytics, and consent management into a single product environment, NativeWaves gained stronger monetisation opportunities and better control over service evolution. Additional optimisation of the web version improved key loading and interaction metrics by 3–5 times, strengthening the experience for streaming users. 

The result was a product platform ready to scale further, supported by an engineering team that expanded as the client’s needs grew.