When AS Roma celebrated the end of one of the great careers in footballing history, that of Francesco Totti who retired last year, they created an interactive highlights reel of a video using Smart Replay.

In it, fans could essentially direct their own content, choosing whether to watch one of a number of memorable Totti goals, assists, passes or celebrations. They did the same thing again upon qualifying for the knockout rounds of the Champions League, offering their fans the chance to relive every goal of the group stages without having to sit through highlights in order to find their favourite (which is indisputably Edin Dzeko’s first goal against Chelsea at Stamford Bridge).

This week, FC Barcelona have done something similar using the same technology.

Facing Chelsea in the Champions League (there’s a coincidental theme developing here), the La Liga giants saw the opportunity to relive some classic moments they have had against the English club over the years. After Lionel Messi gave Barcelona a draw at Stamford Bridge in the first leg, they noticed that it was Andres Iniesta who provided the assist – back in 2009, when the two clubs faced each other the semi-final stage – it was the Spaniard who was on the end of a Messi assist to score a memorable goal to take the Catalans through to the final, where they eventually won an historic treble.

The use of interactive video is only becoming more prevalent, and for fans, that means the ability to direct their own content.