Uplause has signed an agreement with Dorna Sports S.L., a Madrid-based sports rights and management company. The partnership will make Dorna Sports the exclusive distributor and reseller of Uplause’s unique crowd gaming solution in the Spanish market, also becoming Uplause’s first major partner.

For those of you who haven’t seen our past coverage, the concept behind Uplause is pretty unique. They make games for spectators at events by bringing the audience together to play one game. To interact with the game, the crowd can use noise, silence, clapping, motion sensors, and however else they are instructed. The games are shown on the stadium screens, or on the perimeter LED displays that go around stadiums.

There is still plenty of room for innovation that Uplause can take advantage of. Soon they will allow interaction between users who are live at the event and with the at-home tv audience. This will likely incorporate new joysticks, such as Facebook likes or Twitter hashtags that can let the crowd compete against each other, but also take an advertiser’s message out of the stadium.

Which perhaps takes us to the biggest potential for Upplause. While the games are fun for the crowd, Uplause provides perhaps even more interest for advertisers. Branded games capture audience’s attention unlike other forms of advertising due to the huge social pressure of moving with those around you. According to research completed by the company, Uplause sees engagement rates 5-7 times better than traditional methods at events.

Uplause’s solution has been used in more than 350 events ranging from Singapore Formula 1 GP, V Festival in UK, to FIBA Basketball World Championships 2010 in Turkey. Brand clients include likes of Coca-Cola, Nokia, Singtel, Reebok, Endesa.