Scientific Snakes & Ladders Gamification, CPHI Milan
Scientific Snakes & Ladders Gamification, CPHI Milan
We created a gamification experience for an installation at CPHI in Milan.
Working for our client Leo Associates and alongside Wizzard, we designed and implemented a long form narrative gamification experience.
This interactive installation for Thermo Fisher Scientific’s booth at CPHI in Milan in October 2024 combined storytelling and gameplay to engage attendees while highlighting their expertise in bringing medications to market.
The game was designed for two players, immersing participants in a five-minute journey that explored the drug development process.
Players spun a wheel to progress along a dynamic game board, encountering cards that presented either positive milestones which moved you along the board or challenging hurdles which would hinder players’ progress. The narrative emphasised how Thermo Fisher’s solutions could overcome these challenges, helping to streamline the journey from discovery to delivery.
Strategically positioned landmarks on the board triggered celebratory animations on the large LED screen, enhancing the experience for both players and onlookers. The game was played on iPads, while the big screen made the story accessible to the broader audience, drawing attention to the booth and sparking curiosity among passersby.
This longer-form gamification approach allowed for the development of a compelling narrative, engaging players long enough to deliver the complex nature of Thermo Fisher’s key messaging.
A rigorous testing phase ensured the game was properly balanced, optimising the mix of positive and negative outcomes to create a rewarding experience that allowed all players to finish the game and learn the whole story.
