Closer Look: A Guide to the World Cup's Tech Lineup

(Beijing) – This year's World Cup has more technology than ever, with "vanishing foam" and goal-line technology becoming part of the sport for the first time.

Off the field, Chinese are using the World Cup not just to attract soccer fans but also to build their brands and expand their businesses.

On June 10, LeTV Media and Technology Co. Ltd. showed off a simple interactive feature for its line of smart TVs. While the television screen displayed a live broadcast of a soccer match, a trivia question appeared in the bottom right corner: "Which country hosted the 1998 World Cup?" After a LeTV executive used a remote control to select "France," the screen showed the message "Correct! You have won 200 LeTV Shopping Center points." Chinese viewers will soon be able to win the points for themselves at home.