Gamified Summer Festivals

One of Finland's largest festival and event organizers wanted to engage festival fans during the summer with gamification.

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Nelonen Media Live (NML), one of Finland's largest festival and event organizers, produces more than 20 festivals, concerts, and cruises around Finland each year.

For Summer 2022, NML wanted to engage festival fans with gamification during the festivals. Together, we planned six games for different festivals, targeting demographics ranging from techno-loving youths to rock-loving boomers. Playable made it possible to keep everything cost effective, as we had the ability to reuse some elements and styles between the games, reducing production time.

All players were festival visitors, trying to win VIP upgrades to their tickets. Players were acquired through organic channels within the festivals. With the combined results of the six games, we had great results in registrations. Additionally, we collected qualified marketing leads through the registration form.

“Partnering with Gust is highly productive, effortless, and straightforward.”