To overview
The challenge
NS Stations is looking to transform its station environments from being simple transit locations into vibrant destinations. In an effort to increase sales for its retail partners and enhance the traveler experience, the company was seeking an innovative way to connect the physical and digital worlds. To this end, livewall developed ‘Sprint Station’, a mobile game that turns waiting time into an interactive gaming experience where players are rewarded with discounts at the station’s retail shops. The goal is to activate travelers and stimulate sales.
Twofolded challenge
For NS Stations, the challenge was two-fold. The primary objective was to boost the sales conversion for the retailers on the stations. The secondary goal was to make the overall experience for millions of travelers richer and more fun. This project, a pilot named ‘Sprint Station’, is a crucial first step in the strategic transition of NS Stations from a purely physical operation to a model where the digital and physical station experiences reinforce each other.
The insight
The key insight was hidden in the behavior of the traveler. Waiting is an inseparable part of traveling. Whether you’re a few minutes early or have a layover, there’s always ‘lost’ time. During these moments, people often turn to their smartphones for distraction. This waiting time is not lost time but a golden opportunity for activation. Instead of interrupting the traveler with traditional ads, the team saw an opportunity to transform their waiting time into playtime. By offering an engaging game experience that is directly linked to the physical environment and tangible rewards, they created a positive and relevant interaction. This is based on the principle of gamification: applying game elements in a non-game context to positively influence behavior and increase engagement.
Concept and execution
In this game, the player runs through a stylized version of the station, dodging obstacles and collecting as many coins as possible along the way. The collected virtual coins can be exchanged for real discount coupons, which can be redeemed immediately at the shops on the station.
The project included concepting and strategy, design (UI/UX), development, game mechanics, a coupon system, and project management. The game was designed as a web-based app to minimize the barrier to entry, so travelers didn’t have to download anything.
Results
The Sprint Station game is an important first test case for NS Stations in their new online strategy. The campaign has recently gone live, and its impact will be measured by concrete KPIs such as the number of unique players, the average playing time, and—most importantly—the conversion rate of issued to redeemed coupons at the retailers. This data will provide crucial insights for the future loyalty ambitions of NS Stations.
“In close collaboration with livewall, we developed the Sprint Station game,” says Rens Raijmakers, business developer at the NS Stations Operations team. “For us, this game is a first test case in an online strategy to strengthen the commercial position of the stations, in cooperation with the retailers at the stations. The aim is to solidify the stations as retail destinations and for NS Stations to become a stronger strategic partner to our tenants. livewall was the strategic partner for us that provided full-service guidance in realizing these ambitions, but they also actively contribute ideas on how this gamification can become part of our loyalty ambitions with our travelers.”
