A crowd entertainment system (100) is disclosed comprising a set of devices (110, 112) for generating an ambience observable from a crowd location (10), said ambience comprising at least one of a visual component and an audible component; and a controller (130) adapted to control said set of devices, the controller arranged to obtain data pertaining to a crowd behaviour parameter (131) indicative of the behaviour of a crowd in said crowd location from at least one crowd behaviour observation device and obtain the crowd behaviour parameter from said data; obtain a crowd composition parameter (133) indicative of a composition of said crowd from a crowd composition parameter source; select an ambience definition from a plurality of ambience definitions as a function of the obtained crowd behaviour parameter and crowd composition parameter, each of said ambience definitions being labelled with at least one particular crowd composition parameter; and control at least a subset of said set of devices in accordance with the selected ambience definition. An arena lighting system comprising such a crowd entertainment system, a computer-implemented method (200) of selecting an ambience for generation by a crowd entertainment system and a computer program product for implementing such a method are also disclosed.