Digital games applied to tourism
| Type of game | Description | Design objectives | Example/Tourist application | Recommended reference/Development company |
|---|---|---|---|---|
| Personalised Advergame | Ad hoc game developed to promote a tourist destination | Spread destination awareness, encourage virtual exploration and offer token rewards | Ireland Town–Facebook game about attractions in Ireland | Correa and Kitano (2015), Celtek (2010), Sigala (2015a) |
| Educational Advergame | Interactive game with a sustainable or cultural approach | Promoting responsible or educational tourism through play | TripSketch Green Traveller–Green and Sustainable Tourism | Sigala (2015a) |
| Commercial game with a real-life setting | Commercial video game set in real places, not designed for tourism, but exploited by public campaigns | Enhancing local heritage, attracting visitors to game scenes | Assassin's Creed–Indirect promotion of cities such as Florence, Venice, Paris, Cairo | Ubisoft (2007-ongoing) |
| Geolocation/Augmented reality | Location-based mobile gaming or AR linking physical and digital space | Activating the territory, encouraging exploration, attracting tourists to specific sites | Pokémon GO–Increased tourist flows in urban and heritage areas | Woods (2021), Hsiao and Tang (2021) |
| Game with brand integration into existing environment | Inclusion of tourism branding in popular games (e.g. as challenges or rewards) | Increase brand visibility, promote consumption linked to the territory | Foursquare + Starwood/Pizza Hut–Tourist Check-ins and Social Mechanics | Xu et al. (2014), Celtek (2010) |
| Serious game | Educational game with narrative focused on real issues affecting tourism (sustainability, culture, etc.) | Awareness raising, experiential learning, promoting responsible values | Eco–Collaborative environmental simulation game/World Rescue–Tourism and sustainable development/Serious games in nature parks–Educational tools to promote biodiversity awareness and conservation | Sawyer (2007), UNESCO; Strange Loop Games, Coghlan and Carter (2020) |
| Quiz game and rewards | Quiz-like game dynamics with incentives or destination-linked promotions | Increasing destination awareness and brand interaction | Australian Tourism Radio Campaign Quiz–Australian Tourism Radio Campaign Quiz–Game to promote Australia | Sigala (2015a) |
| Gamification based on popular characters | Use of media personalities to facilitate identification with the destination | Leveraging symbolic value to capture attention and viralise content | Visit Japan with Hello Kitty–Mobile game with character as a tourist ambassador | Sigala (2015a) |
| Banners or in-game advertising | Insertion of visual elements within existing games (posters, messages, branded objects) | Generating brand association without interrupting the gaming experience | Games with contextual tourist banners within the game environment | Afshar et al. (2004), Celtek (2010) |
| Type of game | Description | Design objectives | Example/Tourist application | Recommended reference/Development company |
|---|---|---|---|---|
| Personalised Advergame | Ad hoc game developed to promote a tourist destination | Spread destination awareness, encourage virtual exploration and offer token rewards | Ireland Town–Facebook game about attractions in Ireland | |
| Educational Advergame | Interactive game with a sustainable or cultural approach | Promoting responsible or educational tourism through play | TripSketch Green Traveller–Green and Sustainable Tourism | |
| Commercial game with a real-life setting | Commercial video game set in real places, not designed for tourism, but exploited by public campaigns | Enhancing local heritage, attracting visitors to game scenes | Assassin's Creed–Indirect promotion of cities such as Florence, Venice, Paris, Cairo | Ubisoft (2007-ongoing) |
| Geolocation/Augmented reality | Location-based mobile gaming or AR linking physical and digital space | Activating the territory, encouraging exploration, attracting tourists to specific sites | Pokémon GO–Increased tourist flows in urban and heritage areas | |
| Game with brand integration into existing environment | Inclusion of tourism branding in popular games (e.g. as challenges or rewards) | Increase brand visibility, promote consumption linked to the territory | Foursquare + Starwood/Pizza Hut–Tourist Check-ins and Social Mechanics | |
| Serious game | Educational game with narrative focused on real issues affecting tourism (sustainability, culture, etc.) | Awareness raising, experiential learning, promoting responsible values | Eco–Collaborative environmental simulation game/World Rescue–Tourism and sustainable development/Serious games in nature parks–Educational tools to promote biodiversity awareness and conservation | |
| Quiz game and rewards | Quiz-like game dynamics with incentives or destination-linked promotions | Increasing destination awareness and brand interaction | Australian Tourism Radio Campaign Quiz–Australian Tourism Radio Campaign Quiz–Game to promote Australia | |
| Gamification based on popular characters | Use of media personalities to facilitate identification with the destination | Leveraging symbolic value to capture attention and viralise content | Visit Japan with Hello Kitty–Mobile game with character as a tourist ambassador | |
| Banners or in-game advertising | Insertion of visual elements within existing games (posters, messages, branded objects) | Generating brand association without interrupting the gaming experience | Games with contextual tourist banners within the game environment |