Magycal was officially founded in September 2012, under the name Viva Superstars, by Eduardo Dias, Pedro Centieiro, Mário Franco, Jorge Guedes, Filipe Barrenho, Pedro Sacadura, Catarina Paiva and Bruno Horta.[3] The idea emerged in 2011, when Eduardo and Pedro began working on the concept of extending Cristiano Ronaldo's[4] digital presence beyond social media. The company launched with the release of the Viva Ronaldo app, a pioneering platform dedicated to the footballer, notable for its advanced interaction features, exclusive content and a direct connection between the athlete and his fans worldwide.[5] The project gained international exposure at its official launch in December 2013, attracting global media coverage, and marked the beginning of the company's positioning in the development of digital experiences for large audiences.[6]
In 2015, the company launched its first Second Screen application for the TVI talk show Você na TV[7], marking the start of its partnership with the Media Capital Group and its entry into the television interactivity segment. The project brought the digital experience of one of Portugal's most popular talk shows to audiences, achieving significant uptake and paving the way for a broader collaboration with the group.[8]
In 2016, the company launched two landmark projects. Best Seat Music[9] was an innovative interactive concert experience in which artists performed without a physical audience for a digital crowd that could react in real time through applause, likes and comments, a pioneering approach in the context of digital live events.[10] That same year, the Love on Top reality show app was launched, allowing viewers not only to purchase votes, vote for contestants and influence the show's outcome through the app, but also to create dating profiles and interact with other viewers through features designed to foster connections and romantic relationships.[11] Also in 2016, the company participated in Web Summit, having been selected by the organisation to present its solutions, marking its first appearance at Europe's leading technology event.
In February 2017, the ACDMY Let's Dance talent show app[12] was launched, through which the audition process was conducted entirely via video submissions in the app, making the platform an integral part of the television format itself.
In 2018, the company launched the Secret Story app[13], which introduced innovative artificial intelligence features through real-time facial recognition during live broadcasts, enabling on-screen identification of housemates and presenting popularity votes for each contestant, which could subsequently be converted into nominations.[14] That same year, the Podium app[15] was launched for SPORT TV, combining gamification, match predictions and fantasy league. Users could participate in a general ranking or create private leagues with friends, with prizes for the top qualifiers.[16]
In August 2019, the SPORT TV Digital Hub[17] was launched, an interactive OTT platform with applications for mobile devices, web and smart TVs, developed for Portugal's leading sports channel. The platform integrated live broadcasts and an extensive video-on-demand catalogue; personalised notifications for users' favourite matches and events; access to highlights, statistics, lineups and videos; and a multi-match experience feature allowing users to follow two games simultaneously with instant transitions to goal replays. Through artificial intelligence, the platform incorporated real-time facial recognition of players on the pitch, presenting associated statistics, facts and contextual data. In October 2019, the platform received the ACEPI Navegantes XXI award in the best sport and culture application category. In April 2020, with the return of Big Brother to the Portuguese television after 20 years, the show's official app was launched, allowing viewers to follow the reality show universe through videos, best moments, discussion chats about contestants and voting.[18] Using the company's technology, TVI achieved the highest number of votes in its history.[19]
In July 2020, Viva Superstars adopted the name Magycal, alongside a new brand identity, reflecting its strategy of international expansion in OTT solutions and interactive products for television operators, sports organisations and brands.[20]
In 2022, Magycal launched Panda+, an OTT platform developed for Canal Panda[21] with a focus on children, providing safe access to content tailored to the age range defined in the user profile. This was followed by OPTO[22], a streaming platform from Grupo Impresa for SIC channel content, with global reach and availability across multiple platforms. That same year, the CNN Portugal app was launched, featuring personalised news feeds, segmented notifications, featured videos and live channel streaming.[23]
In 2024, the Smart Moments feature was launched within the SPORT TV app, with a base component using artificial intelligence to automatically generate clips of the most relevant moments of each match, integrating them automatically into the app's catalogue. In parallel, user participation in the process allows viewers to flag and create additional moments, which can be viewed and shared within the community and subsequently added to the content library.[24]
In January 2025, the Liga Portugal digital platforms were relaunched, featuring club-personalised experiences, real-time notifications for goals and score updates, live statistics, lineups, video highlights and access to exclusive best moments and replays.[25]
In 2022, the SPORT TV Digital Hub received the Best User Experience award at the SportsPro OTT Awards, becoming the first Portuguese OTT platform to be recognised with an international award of this nature.[26]
A year later, Magycal was a finalist in the Content Everywhere category at the IBC Innovation Awards 2023, with the project developed for SPORT TV. In 2024, the company was also included in Deloitte's Technology Fast 50 ranking, further reinforcing its international profile as a technology company.[27]
In November 2025, Magycal and SPORT TV were recognised with the Best in Broadcast Distribution award at the SportsPro Media Awards 2025[28], for the robustness and innovation of their streaming distribution infrastructure, capable of ensuring continuous, uninterrupted broadcast even under critical conditions, including during the widespread power outage that affected the Iberian Peninsula in April 2025. In the same competition, they were also finalists in the Innovation of the Year category with the Smart Moments project, which combines user-generated content and artificial intelligence to create a new layer of viewing experience. The company was also a finalist for Best Emerging Tech Company, a distinction recognising its impact on the development of new technologies and the transformation of sports content consumption.
In March 2026, the SPORT TV platform was recognised with the Sports Streaming Platform Award at the International Sports Awards 2026[29], consolidating Magycal's international standing in the development of digital experiences and interactive streaming platforms.[30]
