5G - Interactive Games
For Deutsche Telekom, we developed two interactive games to highlight two of their products during the international consumer electronics fair (IFA 2018), which took place in Berlin. For MWC 2019 in Barcelona we updated the 5G Drone Race and created an additional level promoting #takepart - the new campaign of Deutsche Telekom.
Telekom at the IFA
As one of the world’s leading integrated telecommunications companies, Deutsche Telekom showcased a wide range of their new products over a 3000 m² hall designed by Meiré und Meiré. Users were able to interact with several digital installations in order to experience the latest features and product information in an innovative, fun and interactive way.
5G Race
The 5G Race, which was displayed on a 4.5 x 6.0 meter LED wall, allowed the exposition attendees experience the outstanding speed of the new Telekom 5G network, by introducing the principal benefits and characteristics. To communicate speed and performance, we designed a race track where multiple players were able to fly a drone in a futuristic and connected city, while constantly running through four distinct environments, translating four of the 5G features into collectible power-ups. Each power-up affected the racers in a different way, communicating at the same time the technological advantages and adding some variations to the game rhythm.Up to 5 players were able to register with a smartphone controller in order to command the racers remotely on the screen.
The City of the Future
We 3D designed and modeled the entire cityscape, enriched with elements that were part of the IFA booth design in order to create a consistent and immersive representation with the real environment. The track contained elements showing the main benefits of the 5G technology, such as IoT, public spaces, screens and AR holograms. The 3D assets such as buildings, people, plants, moving vehicles, flying airplanes, and video animations have been built with Unity.
New level MWC
For the Mobile World Congress (MWC) 2019 in Barcelona, we started the second phase of the 5G Drone Race and extended the application with a "Future Level", adding the power-up "Artificial Intelligence" and updating the existing ones. Moreover, the drone look has been refreshed, becoming more organic and look more insect-like. The whole promotes the 5G technology and beyond the new campaign #DABEI or #takepart of Deutsche Telekom.
Connected Controllers
After connecting the controllers to the game, users were able to shuffle through and configure their own racer, followed by an on-boarding which included quick explanations on how to handle the device, and a quick explanation of the objective of the game.
By reading the gyroscope sensor on the connected smartphone, players were able to navigate the racers through the virtual world by tilting the phone, and also by tapping and holding the screen to fly over obstacles and collect points.
Discover While Playing
Telekom MagentaEins included numerous advantages for the user who aimed to activate the new contract type. To avoid heavy information and to include a more playful introduction to the promotion details, we designed a discovery journey in a two-level Pinball game, where the numerous benefits have been modeled in abstract bouncers and targets distributed along the playfield. In this way, the attendees have been guided to the promotion details through the excitement of the gamification.
Bright and clean design
We had to think what made the classical pinball games so special and exciting, analyzing all elements and redefining the gameplay experience based on the feature we had to integrate. We took elements from traditional machines and translated the benefits of the brand into a motion language where every character of the benefits matched with one object in motion so that even in an abstract way messages were clear.
We adapted the design of the environment into the screen design and took care of every detail in order to be bold, fresh and fun. Inspired by the surrounding architecture we used a range of vibrant colors, materials, and textures together with simple bold shapes and curved elements.
100% Pinball Vibes
Although it was a digital pinball, we were eager to spice it up a little by adding an actual plunger and include physical buttons - which improved the entire gaming experience and made it as close to a real physical pinball machine as possible. But what’s a pinball game without any sound? This is why we decided to integrate some speakers and add some real pinball sound effects with a catchy background melody which kept the players extremely entertained and always coming back for more.
Integration in the hall
The LED ceiling lighting has also been integrated into the game experience to highlight game modes with the help of various animations and to draw more attention in the hall to the game.
Attract, inform, inspire
Conventions and Tradeshows can often be stodgy and bland experiences - something we all strived to move away from in the Telekom booth. By using games as an “edutainment” tool, we were able to effectively communicate important Telekom information to over 4000 people at the booth and breakthrough the usual monotony of a convention.
Magenta Connects
More than 4,000 lucky players on six days cannot lie: the entire Telekom booth and especially our two gamification-based installations have made Telekom customers or those who want to become one aware of the advantages of 5G and MagentaEINS in a playful and virtual manner.
