Shopping Centers: How Games Create Footfall and Dwell Time on the Mall Floor

A game turns those screens into a reason to stop.

From walking past to playing

On a busy Saturday thousands of people pass the screens in a center. With a game running, someone scans the QR code, enters their data and confirms their opt-ins, and their phone becomes the controller for the big screen. Others stop to watch, children want the next round, and a live leaderboard keeps the competition going through the day.

With the multiplayer add-on, several people play against each other. Families and groups of teenagers, the core audience of many centers on weekends, turn a screen into a small arena.

Prizes that lead into the stores

The prize logic is where the game connects to the tenants. A voucher from a store in the center, redeemable the same day, turns a play into a visit. A center-wide prize pool can include vouchers from several tenants, so the game sends people through the whole building. The prize pool and win probabilities decide how many vouchers go out and when.

For centers, tenants and brands

• Center management: an attraction for weekends, holidays and center events, with plays and contacts as proof.
• Tenants: more visits to the store from vouchers won in the game.
• Brands: a sponsored game on the center's screens, branded end to end, as a campaign in its own right.

Plays and new opt-in contacts appear in the dashboard in real time and can be exported as a CSV. A center can build its own contact base for newsletters and events, with opt-ins documented.

Built for the screens that are already there

The game runs as a web application in the existing screen CMS. In the GameHub you choose the On-Screen channel, pick a game from the game library and brand it: logo, colors, sprites, prize pool and lead fields. No app, no extra hardware.

A game for every season

The game is licensed monthly. During the license term the build belongs to you and runs as often as you like on your screens in the channel you booked. It can be adapted to the season, with a new prize pool for back to school, Halloween or Christmas, without a new build.

Bottom line

Centers need reasons for people to come and stay. A game on the screens they already have creates a moment people stop for, sends them into the stores and leaves the center with contacts it owns.

Interactive advertising made easy. Running a center and want to see what a game on your screens could look like? Let's talk at playvertise.eu.