Appmiral

5.5 million-plus attendees. 500+ apps built. Live in 39 countries. The first official festival app, grown into the platform Formula 1 and the world's biggest festivals still run on.

TL;DR

Built the first official festival app in 2010, for Rock Werchter, when nobody could carry a booklet schedule and a live map in the same pocket.
Turned a one-off build into a platform organizers around the world deploy in weeks.
Grown and owned entirely inside November Five. Acquired by CM.com in November 2021.
Now runs in 39 countries: 500+ apps, 5.5 million-plus attendees, across organizations like Tomorrowland, Live Nation, and FKP Scorpio.
Cashless payment, crowd safety, and sponsor activation built into the same product attendees already use to find their way around.

ABOUT CLIENT

Our own venture. Acquired by CM.com. A white-label event app platform: schedules, maps, ticket wallets, push notifications, cashless payment, and crowd safety tools, deployable for any festival or race event without a custom build.

SERVICES

Product & platform strategy
Mobile & backend engineering
UX & UI design, payments integration
Crowd safety systems

YEAR

2010 - 2021

countries running the platform

500+

apps built on it

5.5M+

attendees globally

"

Acquiring Appmiral not only strengthens CM.com's value proposition in the events sector by adding additional channels to interact with visitors, but we also welcome a new group of world-class festival and events clients to our platform.

"

CM.com

Gilbert Gooijers, Founder, COO and CEO

THE CHALLENGE

One map in millions of pockets

In 2010, Rock Werchter had a lineup and a festival ground but no way for their eighty thousand attendees to carry either one with them. Around the globe, every promoter had the same problem as they grew. The standard fix was a bigger paper map. We decided to build the first festival app instead: live GPS, offline schedule sync, and no printing of timetables and maps required anymore.

THE SOLUTION

A platform that scaled around the world

Instead of a bespoke app per festival, we turned the Rock Werchter app into a platform any organizer can deploy. Tailored specifically to their needs & wishes. That's what let Tomorrowland, Live Nation, and FKP Scorpio come on as clients. They were buying a system that already ran at scale.

SUCCESS DRIVERS

One product that serves events big or small.

Integrated services like payment & safety.

Once organizers are on, they stay.

Eleven years, one team, then an exit

SUCCESS DRIVER 1

One product that serves events big or small.

The same platform that runs a club-scale festival now also runs Formula 1 race weekends. Different sponsors, different safety requirements on the exact same underlying build. Nothing about the product changed except who it gets configured for.

SUCCESS DRIVER 2

Integrated services like payment & safety.

Cashless payment had to work with a festival's existing vendors and crowd safety tools had to reflect the actual risk of a few thousand people to a hundred thousand people in one field. Both built directly into the platform the attendees already were using.

SUCCESS DRIVER 3

Once organizers are on, they stay.

Pukkelpop has run on the platform for over ten years, adding customer service tooling and marketing automation as its needs grew rather than switching providers. FKP Scorpio and Rock Werchter tell the same story: once a festival is on Appmiral, they stay on Appmiral.

SUCCESS DRIVER 4

Eleven years, one team, then an exit

November Five built Appmiral, ran it, and grew it for eleven years before CM.com acquired it in November 2021. The team that shipped the first version was still there when the company was bought. That skin in the game, is what November Five brings to every assignment still today as if it’s Appmiral all over again.

NOVEMBER FIVE

If the product is core to your business, you can't afford to get the team wrong.

LET’S TALK

Get in touch

When your digital product is the business, the margin for error is different. So is the team you need.

If that's where you are, let's talk.

Reach out

Get in touch

When your digital product is the business, the margin for error is different. So is the team you need.

If that's where you are, let's talk.

Reach out

TL;DR

TL;DR

One map in millions of pockets

One map in millions of pockets

A platform that scaled around the world

A platform that scaled around the world

One product that serves events big or small.

One product that serves events big or small.

Integrated services like payment & safety.

Integrated services like payment & safety.

Once organizers are on, they stay.

Once organizers are on, they stay.

Eleven years, one team, then an exit

Eleven years, one team, then an exit

If the product is core to your business, you can't afford to get the team wrong.

When your digital product is the business, the margin for error is different. So is the team you need. If that's where you are, let's talk.

When your digital product is the business, the margin for error is different. So is the team you need. If that's where you are, let's talk.

When your digital product is the business, the margin for error is different. So is the team you need.

If that's where you are, let's talk.

When your digital product is the business, the margin for error is different. So is the team you need.

If that's where you are, let's talk.