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Tourism and Gamification

OK, you want to create a digital experience for you’re event, and lets say it’s a heritage based trail spread over the town and you want to get folk to download your app and take the tour… easier said than done.. and what is the context? Is it a history lesson? Or is it a self guided walk? Do you want to get more people to go out and explore and spend cash on local businesses?

Context is something we tend to overlook when we are trying to tell a story and engage an audience. So how do we create a context that is both narrative driven and engaging? Well we gamify it.

Gamification is a word that is thrown about as much as ‘cloud computing’ and can be misleading. I would describe gamification

“as a way engage and motivate people in ‘real world’ activities, problem-solving, decision-making and let them explore, collaborate and experience through a mixed reality context” (more…)

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  .. which means we are bringing gaming out from the console/app and into the real world. Serious gaming is the term given to games that have a real world goal… and not someone who play’s a lot of Call of Duty on their Xbox! Lets look at some hard gaming hard facts.    
  • 78% of millennials would rather spend money on a desirable experience or event than buying something desirable (Harris/Eventbrite)
  So why not tap into this and add gaming elements to real world scenarios and create an immersive experience to enhance the visitor’s experience ? Maybe add visualization and modelling to aid with reconstruction of old ruins ? Connect up education and culture through missions and quests, or even a treasure hunt? pokemon-go-1-900x450

Location-based Augmented Realty Games (such as Pokemon Go) offer a way to bridge the gap between the real world and a virtual one. Location-based games can take visitors on individual and interactive walks through the place being visited and offer a way to really connect and leverage gaming elements in a real world context and can bring history alive and create playful interactions between the visitor and the tourist destination. Ordinary mobile tour guides can become more gameful with the integration of game elements (Jessika Weber ). So how do we hook people into a gaming experience app / digital experience? Some examples…


  • Scoring - Walk and gain points
  • Knowledge - Learning is a reward believe it or not.. it’s how we think and explore
  • Mixed Reality - Overlay digital content on real world tangible objects, e,g, historic ruins, old walls, statues
  • Location aware - Trigger MP3/MP4 audio and video files and create listening and viewing experiences that have location aware context
  • Fitness - Count steps
  • Discover - Find hidden trophies, get badges, bonus
  • Collaborate - Have a leader bread and see who’s fastest  to solve a puzzle, work as a team
  • Quiz - Who’s paying attention?
  • Treasure Hunt - Discover history and also enjoy the experience and get a reward at the end!
  • Share - You can share you experience with others.. and even brag!

So next time you are designing an experience, think gaming! We are gaming more than we ever did and thats going to continue so tap in and hook your audience!
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Colin Glen Forest

Eventro are creating a digital quiz event in partnership with Brilliant Trails for the Colin Glen Gruffalo Trail!
The app will feature an Augmented Reality quiz which guides players around a forest park. We are excited that we have been chosen to tell the Gruffalo story digitally and in Augmented Reality, bringing stories to life.

Forest trails are a great opportunity for us as content can be updated easily and we also have the bonus of allowing GPX trails to be added to our Content Management System (CMS) so previously unmarked trails and paths can be added to our maps. We can also allow map overlays to be stitched to our maps for custom creative mapping!
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