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Google Play Gamescom
Amplify + Google Play guide Gamescom guests through a Quest.
Challenge
Gamescom spans 32 football pitches and draws over 300,000 gamers, a crowded, high-stimulation environment where every major gaming brand competes for the same attention.
The challenge was to build an exhibition stand visitors would actively seek out, one that positioned Google Play as a serious, long-term partner in the gaming ecosystem, while educating visitors on Play Points and showcasing the breadth of Google Play's gaming offering.
Insight + Strategy
At Gamescom, bragging rights are currency. Fans don't just want to see a brand, they want proof they were there: merch worth queuing an hour for, a moment worth sharing with their community, the chance to be first to play the latest AAA game. If we gave them something visually iconic and genuinely shareable, being at the Google Play stand would become a badge of honor in its own right, and a natural showcase for Google Play's features along the way.
Solution
World of Google Play was built to be photographed. Visitors entered through a 5-metre crystal-like gate in Google Play's signature colours, with a lit column displaying the rewards on offer inside.
Once inside, a Quest structured the whole visit. Three challenges, climbing the live Play League leaderboard, building a custom avatar at the Play Avatar booth, and going hands-on in the Play Your Way multigaming zone, unlocked a gacha machine stocked with over 53,000 prizes. The mechanic mirrored Play Points itself: exploration and engagement converted directly into a reward you could hold.
A separate MVP Lounge, open to Gold+ members, gave Google Play's most dedicated players somewhere to recharge, collect a prize, and try Google's Aura glasses.