Interactive AFL Game Experiences
A suite of interactive game experiences built to make Chemist Warehouse the most-played stand around AFL match days.
At a glance
- Event challenge
- Chemist Warehouse wanted a fan moment around the Australian Football League that did more than hand out branded merch - something fans would actively queue for.
- Audience action
- Play, compete, enter leaderboard
- Technology built
- Real-time game engine · Leaderboards · Large-format displays
- Live environment
- Sponsorship
- Result / proof
- Sustained queues across match days, hundreds of plays per session and a sponsor stand that read as the most active space in the precinct.
- Why it worked
- Turned match-day fans into active players at the sponsor stand.
The brief
Chemist Warehouse wanted a fan moment around the Australian Football League that did more than hand out branded merch - something fans would actively queue for.
The idea
We reframed the sponsor presence as a playable arena. Instead of passive signage, fans stepped up to skill-based AFL challenges with live scores on a big screen.
The experience
Fans approached, played a fast game, watched their name climb a live leaderboard, and walked away with a shareable result - the queue itself became the attraction.
The technology
A real-time game engine drove the gameplay, with synced leaderboards and large-format displays creating spectacle around every play.
The result
Sustained queues across match days, hundreds of plays per session and a sponsor stand that read as the most active space in the precinct.
Included to demonstrate relevant interactive technology, delivery experience and audience engagement capability.
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