Starting life as the ‘My Kicks’ penalty app in 2016, Formalytics uses augmented reality (AR) on a phone to assess soccer players’ skills across shooting, ball control, speed with and without the ball, and passing.

With offices in Perth, San Francisco and London, the company’s target market is 12 to 17-year-old, soccer-mad players who are looking to improve.

They were one of three companies selected to work with Uefa and are using that opportunity to create a ‘player card’ that monitors progress and compares performance with other athletes.

Based in

San Francisco, California, Stati Uniti

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