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Finland’s new Nokia Arena partners with HappyOrNot to receive live digital feedback from fans during IIHF World Championship

Nokia Arena (, Finland’s newest multi-purpose stadium located in the heart of Tampere, announces that it has partnered with HappyOrNot, the ‘smiley face’ feedback company, to measure fan and guest experience during live events.

To coincide with its staging of the 2022 IIHF Ice Hockey World Championships (taking place from 13th – 29th May), the Nokia Arena has adopted HappyOrNot’s Smiley Digital QR codes across its 15,000 capacity stadium. Designed to make giving feedback faster and easier, visitors can scan HappyOrNot’s QR stickers placed on surfaces in 63 hospitality box suites around the arena, to conveniently share their experiences in real-time.

Following a two-year interlude of live events, venues are now rebuilding their relationships with guests and fans. To help facilitate this, and to reflect post-pandemic sensitivities, HappyOrNot has provided Nokia Arena with a fully digital feedback solution. Once one of the QR codes is scanned, it will take the visitor to a short survey page, on which they can then tap one of the four smiley faced buttons using their smartphone. The digital survey also provides Nokia Arena with additional layers of feedback insight with its follow-up options and support for open text feedback.

Nokia Arena opening - Miikka Varila

Nokia Arena opening. Photo credit Miikka Varila

By taking an omnichannel approach to supporter and visitor experience, Nokia Arena’s staff and hospitality team will be able to consistently deliver excellent customer service to its visitors. On matchdays, service managers can also utilize HappyOrNot’s interactive digital dashboard, which tracks feedback data and sends alerts when issues are raised. This means managers can monitor all areas and quickly deploy staff to attend to guests. Automatic reports and trends are also displayed on the dashboard, enabling the venue to continuously enhance its service by using feedback data to eliminate and predict pain points.

Jussi Maaniitty, Chief Digital Officer at Nokia Arena comments, “As a venue, our priority is always to provide a next-level experience for our visitors during and outside of events. To achieve this, we needed a solution that could provide us with a frictionless, safe and reliable method for obtaining in-moment, actionable feedback. Being able to react and measure feedback digitally is a huge advantage for us, and HappyOrNot’s solution provides the perfect system for us to do this. We believe this partnership will not only enable us to serve our customers today but will also support our vision to keep enhancing visitor experience in the future.”

Tanja Borg, Customer Success Manager at HappyOrNot adds, “We are delighted to be working with Nokia Arena, and we know how important it is to them that their visitors have an unforgettable experience at their venue. With our intuitive digital tools, we aim to support the Nokia Arena staff in reaching and maintaining the highest levels of supporter and visitor service all year round, especially when hosting busy and high-intensity events.” 

About Nokia Arena 

Nokia Arena is a world class multi-purpose arena located in the heart of Tampere. The arena offers competitive settings for large-scale productions required by international artists as well as big sports and entertainment events, transforming from a concert venue with up to 15,000 seats into a hockey hall, congress centre or an exhibition space. See more information and the latest event announcements: