Gamification of Festivals and Celebrations with FreeGen GO Quest Routes
The goal of any festival or celebration is to provide visitors with the most vibrant emotions. Engaging programs and well-chosen headliners ensure the event's appeal. But imagine if you find yourself not just at a festival, but in a GAME with an exciting plot that utilizes the entire territory and decorations of the festival.
With missions seamlessly flowing from online to offline and back, realities change according to the festival theme. During the mission, visitors will not only learn the history and grasp the key messages intended by the festival organizers, but they will also be engaged in brand sales at various locations. The chance to earn gaming currency and use it to purchase festival merchandise or souvenirs—and even to win a grand prize, such as an electric scooter—serves as a decisive motivator and a key factor in engaging participants and retaining customers at the festival.
ATLAS WEEKEND QUEST
ATLAS WEEKEND is the largest music festival in Ukraine, and for the sixth time, it gathered a record number of residents and guests in Kyiv. Nearly 700,000 people attended the festival in 2021, and a notable innovation this year was the introduction of the gaming quest route in the Atlas Quest smartphone app from the FreeGen platform.
Atlas Quest маршрут на Atlas Weekend.
The Atlas Quest route immerses visitors in the history of the festival and the diverse facets of the music world right from the entrance. The foundation of the quizzes and selfie zones is augmented reality featuring objects from major global music awards (such as the Grammys, Emmys, Oscars, etc.). Hidden within these elements were secrets and answers to various puzzles and riddles.
Many code words could only be obtained by completing challenges in real life (archery, police challenges, cornhole, table tennis, hockey, basketball, etc.). The seamless transition between the world of virtual tasks and the excitement of sports-based challenges in the real world blurred the line between reality and the virtual realm.
Check-ins and quizzes at central locations allowed visitors to explore all the stages and vibrant sponsor areas. This approach effectively directed them to the most important events in the festival program at the right times. The quest essentially became the best guide and navigator for the festival. In their search for secret codes, visitors ventured to places they had never reached before, thereby rediscovering the scale of the festival and uncovering new surprises from the organizers.
Additionally, the motivation for purchases at locations was highly effective, with tasks such as finding a code word at the bottom of a glass significantly boosting cocktail sales among participants.
The Atlas Quest was launched on the festival's opening day and concluded on the final day, where the top 10 players with the highest scores and who uncovered the super secrets competed for a grand prize: an electric scooter. The remaining nine participants received consolation prizes. Most interestingly, all accumulated points could be converted into gaming currency called Foint, which could be used to purchase rewards in the FreeGen prize shop.
At the end of the festival, the organizers decided not to disable Atlas Quest, allowing participants to continue enjoying the festival adventures even after its conclusion. With the introduction of a new feature featuring 360-degree virtual panoramas layered over reality in the FreeGen app, users can check in at former central stage locations and transform their surroundings into those memorable moments when the festival took place at that spot.
Brand engagement through themed missions became particularly attractive for sponsors, allowing them not only to draw visitors to bar locations and boost sales of their featured products but also to convey their brand ideology in a fun, memorable way.
Quest routes at festivals and events can be found on the internal map of quest routes in Ukraine directly within the app. Users can also select the "Events" filter at the top of the main page.
The most vibrant 3D models with augmented reality (AR) selfie zones can be found on the central page in the photo section, where visitors can enjoy and take selfies with these objects in any scenic location around the world.
MOTO QUEST
Now, you're not just at a festival; from the moment you enter, you’re plunged into an adventure game centered around the world of motorcycle entertainment and motorsports.
Gamification through interactive routes at sports festivals is a vibrant new trend.
Квест маршрут на фестивале MotoOpenQuest
Quest routes in smartphones, featuring quizzes and augmented reality, have become a fantastic and vibrant addition to the entertainment for visitors at motorcycle events.
Check-ins at various locations motivated attendees to explore all the places and motorcycle competitions at the festival, while the quizzes provided an in-depth dive into the history of motorsports. Participants searched for artifacts and uncovered secret codes hidden within augmented reality objects. They could earn gaming currency, climb the leaderboard, and even win an electric scooter.
The gaming route and quest are designed so that tasks in virtual reality seamlessly transition into real-world interactions, incorporating elements of the locations and communication with staff. For example, participants might complete police challenges to receive a promo code or maintain balance on balance surfboards. In addition to instant prizes like coffee or candy, there is a continuous accumulation of points and gaming currency, which can be redeemed in the prize shop.
Undoubtedly, gaming routes and journeys through festivals via smartphones are becoming the mainstream for all large-scale events.
MOTO QUEST brought everyone a burst of vibrant emotions, and the prize electric scooter went home with the winner!
PIROGOVO QUEST
Tourist and ethnic festivals typically have higher demands for content quality, as these are family-oriented celebrations. This leads to a diverse mix of target audiences—children, teenagers, young adults, and older visitors—each seeking entertainment that suits their tastes. Therefore, it's essential to create five distinct quest routes for one location.
For example, a lighthearted entertainment option for children can include active and dynamic activities in the central area of the festival, featuring popular characters like those from Minecraft.
Квест маршрут Пирогово фестиваль "Мандруй Україною"
Teenagers can enjoy a quest route filled with puzzles, secret tasks, and the search for code words, including those hidden in augmented reality. Young adults can explore picturesque locations and discover the park's romantic corners, enriched with historical legends. Meanwhile, older visitors and tourists can delve into encyclopedic knowledge about the history and ethnoculture of the area.
Unfortunately, we had to choose a generalized quest route scenario for this event, which diluted the target audience. Nevertheless, it was sufficient for visitors to understand how quest routes work in smartphones for tourists and to get acquainted with the festival area.
FreeGen.Group set up a large offline gaming area featuring balance surfboards, an archery range, balance boards, soccer, and basketball, ensuring a seamless transition between virtual reality and real life, and vice versa.
In the future, there are plans to develop five different quest routes across Pirogovo Park, each targeting a specific audience. Additionally, unique themed quest routes will be created for each specialized festival held in the park.
LEGION RUN QUEST
Digitization and quest routes at sporting festivals, such as the annual obstacle race Legion Run, have added an exciting layer of entertainment. The quest route provides an engaging experience not only for athletes but also for those who didn't participate in the race. Visitors can embark on an exciting mission that allows them to explore 16 checkpoints along the course, learn about the festival's history, and discover each location and obstacle. They can search for secrets, earn gaming currency, and receive an instant prize at the end of the route.
Legion Quest квестмаршрут спортфестиваля
Particularly intriguing were the check-in locations with FunUp activities that involved recognizing sports poses, where participants could maximize their movement to earn gaming currency. These features motivated visitors to engage actively while searching for secret codes and artifacts within 360-degree panoramas and augmented reality objects.
The sports quest routes have transformed into a form of fitness training combined with entertainment, making them much more appealing to attendees.
Our collection of gamification at festivals has now been enhanced with this new series of quest routes.
In the near future, FreeGen will delight you with new quest routes and themed missions at festivals and fairs:
Live brightly.
Go&Play.
We look forward to seeing you!
Come check us out!
FreeGen GO Team
Development Director: Lyudmyla Vitrina
Phone: +380973210022
📩 Contact us: freegengroup@gmail.com
🌐 Learn more: FreeGen
We offer exclusively for you the creation of exciting pedestrian quest routes and tours on the FreeGen GO platform.
We will design interactive journeys tailored to your order and mission scenarios for digital adventures and travels. We invite guides to earn money with us — you provide the scenarios for author tours and quest routes, and we offer the platform on FreeGen GO. To learn more, visit the link.
We also offer a white-label version of the entire app for cloning a tourist platform of walking routes in other cities and countries, in different languages. We look forward to your inquiries at https://www.facebook.com/freegen.go.
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