JBL 
Kiosk Arcade Game Series

Gamified Retail Activation

• Client: JBL
• Role(s): Creative Ideation, Art Direction, UI/UX Design
• Tools: Miro, Figma, Adobe Creative Suite (Illustrator, Photoshop, Premiere Pro, After Effects)

THE PROBLEM / CHALLENGE

• JBL needed an innovative way to drive email sign-ups and increase in-store engagement while promoting their Snow Party event. The activation had to appeal to a young, gaming-centric audience and integrate seamlessly into retail environments across multiple countries.
  

• Designing an experience that was intuitive and engaging for users, ensuring accessibility and an enjoyable gaming experience across diverse retail environments.

THE APPROACH

• Conducted research into successful retail gamification trends and competitor arcade setups, identifying best practices for creating an engaging, on-brand experience.
  
  
• Analyzed customer data to understand how interactive experiences influence purchasing behavior and email sign-ups in similar environments.

• Developed a concept for a retro, low-poly snowboarding game that integrated JBL’s signature branding and incorporated a seamless sign-up mechanic.
  
  
• Created intuitive player interactions with minimal barriers to entry, ensuring the game was easy to play while driving the desired engagement (e.g., incentivized sign-ups via a post-game raffle).

THE PROCESS

• Mapped out user flows and storyboards to define gameplay mechanics, including interactive elements such as obstacles, character movements, and rewards.
  
• Developed a visual style guide and UI components that adhered to JBL’s brand guidelines while ensuring accessibility and inclusivity (e.g., a gender-neutral snowboarder character).
  
• Worked closely with developers to ensure the arcade cabinets functioned smoothly in physical environments, including integration of JBL headphones for an immersive audio experience.
  
  

• Collaborated with developers, 3D artists, and external partners to bring the arcade game to life, from concept development to physical installation.
  
• Worked alongside the Tchai team to create flexible branding solutions for 18 arcade cabinets, ensuring adaptability for different regions and stores.

Design Development

• Wireframes & Storyboards: Mapped out gameplay, including obstacles, character movements, and player interactions.
• Style Guide: Developed a retro-inspired aesthetic featuring JBL’s signature orange and branding.
• Prototypes: Created initial gameplay loops and tested joystick controls for arcade cabinets.

Key Decisions

• Incorporated a gender-neutral snowboarder character to maximise inclusivity.
• Designed the arcade cabinet to integrate JBL headphones, showcasing their superior sound quality during gameplay.

Collaboration

• Partnered with Tchai to build 18 arcade cabinets with magnetic overlays for branding adaptability.
• Coordinated with developers and 3D artists for game creation, rigging, and animation.
  
  
  Developed a concept for a retro, low-poly snowboarding game that integrated JBL’s signature branding and incorporated a seamless sign-up mechanic.
  
  Created intuitive player interactions with minimal barriers to entry, ensuring the game was easy to play while driving the desired engagement (e.g., incentivized sign-ups via a post-game raffle).
  

THE SOLUTION

Final Design

• A snowboarding arcade game where players perform tricks and dodge obstacles to reach the JBL Snow Party.
• Integrated JBL headphones for immersive sound and a custom Martin Garrix soundtrack.
• Eye-catching arcade cabinets installed at MediaMarkt stores across Europe.

Features/Details

• Multilingual game interface available in 6 languages.
• QR code integration for post-game sign-ups, driving traffic to a dedicated landing page.

RESULTS & IMPACT

Outcome

• Over 53,000 unique plays across 6 countries.
• Significant increases in email sign-ups and in-store engagement.
• Positive feedback from both JBL and MediaMarkt, solidifying the partnership for future campaigns.

Reflection

• The project demonstrated the power of gamification in retail marketing.
• Lessons learned included streamlining development timelines and optimising multiplayer leaderboard features for future iterations.
  
  
  Reflections and Learnings
  
  Reflection: This project reinforced the power of gamification in driving customer engagement and brand loyalty. It also provided valuable lessons on streamlining design development processes and optimizing multiplayer features for future iterations.