Transform waiting time into retail interaction
This engagementactivation turns the everyday station environment into a playable runner game where travellers sprint through platforms, avoid obstacles and collect rewards along the way.
56.000
Total number of new users who joined the platform
32%
Of participants successfully claimed a digital reward
4%
Total percentage of coupons redeemed by customers
The challenge
NS Stations needed to activate its environments. Travelers spend time there every day, but that time rarely connected to retail. The gap: physical space and digital interaction sat separate.
The opportunity: bridge them.
The insight
Time spent waiting is time available. Add game mechanics; competition, progress, reward, and waiting becomes participation. Travelers move through the station. Retailers reach new audiences.
The mechanic was simple: sprint, collect, win. Gamification changes behavior without changing the environment.
Making it work
The sprint game was designed as a quick, high-energy participation moment. Travelers entered a dash through the station, collecting digital points. Retailers offered discounts as rewards, driving both store visits and app adoption.
The coupon system linked game completion to retail value, creating a closed loop: play, win, purchase.
The results
The sprint mechanic drove high participation during peak station hours. Travelers returned multiple times, repeat visits were the strongest signal of stickiness.
Retail partners reported increased foot traffic. The discount redemption rate exceeded benchmarks, showing that game participation converted to store visits.
"This is a full-service approach: concept, design, development, deployment. livewall handled every layer, freeing us to focus on retail strategy."
Rens Raijmakers, NS Stations
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