Poet Creator Software driving smart stadia solutions

Article posted by Coliseum, October 27^th, 2026

Image: Coliseum GSVA

Tapio Rosenius is the Founder of Poet Creator Software which he started in 2017. It is a technology startup and a consultancy. He has a background in architectural design consultancy. His forte is real-time, data-driven environments that combine light, media, sensing, and human behavior.

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In a discourse with ‘Coliseum’, Tapio Rosenius, Founder and Chief Executive Officer (CEO), Poet Creator Software, Finland, describes how Poet has helped the stadiums evolve from static infrastructure into intelligent responsive systems. The stadiums that think – “A dream of really creating a responsive time architecture that has proven to be quite relevant and meaningful forum for the stadiums and the arenas.”

Poet Creator Software

Madrid (Spain)-based Poet Creator Software is the first real-time content system developed specifically for the built environment. With Poet Creator one can create, deliver and control interactive light and media content for almost any physical space.

Responsive Venues

Tapio Rosenius describes Poet Creator Software as intelligent lighting and media control for the responsive venues and observes that the stadia today are not just places to host a game, they are year-round destinations, immersive, flexible and built to deliver unforgettable experiences.

‘Compelling Moment’

“Poet unifies lighting and media control into one intelligent system that uses live data to generate visual effects and deliver perfectly timed brand content. Poet creates environments that response and evolve in real time thus enhancing the atmosphere, boosting engagement and reinforcing brand identity automatically. Every component responds to the live data to make every moment more compelling.”

Stadium Optimization

Rosenius highlighted how when a team scores the Poet tech helps the venue react instantly and how the Poet Creator Software optimizes the stadium with improved crowd flow, more efficient operations and enables new revenue through unique brand experiences.

Dynamic Storytelling Platform

He explained that by activating and uniting the existing lighting and display infrastructure Poet helps turn the venue into a dynamic storytelling platform simple to operate and built for maximum impact.

Challenges

Commenting on the above, Rosenius said that “these sort of environments tend to work still on a kind of very rigid calendar format – the systems are pretty siloed so one doesn’t talk to each other or it is very difficult to get them to talk to each other and there is very little going on in terms of crowd control or crowd influencing and there is no really feedback clue, the connection between people movement, their emotion, the actual content, and the commerce is still quite hard to achieve.”

Ambient Communication

He describes how the influencing is done through peripheral visions which is called ambient communication and it is “incredibly well-researched, part of sort of behavioral psychology.

In another words, we intuitively respond to changes in the environment and the question really is how do you achieve that change in a realistic way and under this one system the three simultaneous outcomes – the flow, the fan experience and how that can lead to revenue – all under one umbrella.”

Roig Arena

Fan Experience Intervention

Poet Creator Software’s technology is running at the 20,000-seat Roig Arena in Valencia, Spain. There is artificial intelligence (AI)-powered tracking in the Bowl, 360-degree noise inputs, game data, and all of that is coming as a sort of continuous massive data streamed to the Poet system which is then converted into real-time content and beamed to various different areas. So, the same day, the set can be used absolutely everywhere.

Poet Creator Software powers and synchronizes the 360-degree media façade and video display system at the Roig Arena.

‘Sell Moments’

“It goes to the media façades, to the vomitorium, the food and beverage (F&B) areas, and the VIP areas. It works really well for this kind of massive venue wide sponsor takers so it allows one to sell moments. So, you can for a particular sponsor give a particular moment and the entire system could contextually understand it and then serve it throughout the different medias. So, we have already been seeing these kinds of benefits popping up so the revenue models can be very creative about it and all the way down to remote management and automated operations.”

Setas de Sevilla

Rooftop Walk Experience

Setas de Sevilla is a massive, undulating timber canopy located in Plaza de la Encarnación in the historic center of Seville, Spain.

Rosenius stated how the Poet Creator Software was used to transform the Setas de Sevilla into an immersive, nighttime rooftop experience “and all the content is generated in real time. So, every time you go there it is a little bit different experience influenced by the wind speed, by the number of people, seasons, all sort of things, football matches, it’s all managed with a digital twin technology and cheap for the client to run and is an absolutely mesmerizing experience. People love it. As a result, there were 30 percent increase in the opening hours of the actual building, we went from five euros per ticket to 15 euros, about 40 percent increase in the visit length, and there have been over a million visitors so far.”

Stadium that Thinks

Tapio Rosenius concluded by stating, “What we have learnt so far is that crowd flow and wayfinding can be influenced by intelligent lighting, the real time atmosphere modulation can be monetized, the context of where sponsorship moments, experiential value, and the more you have kind of data in terms of operations the better so that the people understand what they are doing. The nudges (using dynamic, real-time lighting, projections, audio, and media cues within the physical spaces to gently guide human behavior, influence well-being, or shape movement) that they are called often outperform instructions though we are more sort of receptible to them and it sort of causing these operational, experiential, commercial sort of flow that goes back and forth and that’s what I believe creates a stadium that thinks.”

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