DP World Boxbay Stack Challenge - Game application

Agency/Client:

GPJ

Introduction and Objectives:

At COP28's Innovation Zone, from December 4 to 8, 2023, DP World showcased the Boxbay Stack Challenge, a game demonstrating the forefront of disruptive technology in automated warehouse stacking. Developed by Branch, this Unity-built game was not just a tool of engagement but also a reflection of Boxbay's commitment to intelligent automation, efficiency, and precision in trade practices. The objective was to create an interactive, DP World-branded game that allowed exhibition attendees to experience Boxbay’s advanced automation solutions hands-on. This was achieved through a joystick-operated, custom onsite console, providing an immersive and branded interactive experience.

Gamification Concept Ideation:

Branch translated DP Boxbay's brief into an engaging gamification concept, resulting in a custom-developed application on Unity. This application featured a gaming challenge that tested users' ability to organize containers for port yard collection within a specified time frame. Beyond a mere game, this dynamic and interactive experience mirrored the Boxbay brand, emphasizing intelligent automation, precision, and efficiency.

Design and Development of Custom Unity Application for Physical Installation & Activation:

In this phase, 3D designs of cranes and container assets were meticulously crafted to create an immersive gaming experience, closely resembling a real port yard collection scenario. Users engaged in various steps, including a game walkthrough, countdown, and initiation. A leaderboard system was implemented to compile user data based on rankings. The UX and UI were thoughtfully developed, prioritizing DP World's branding considerations to ensure a fully customized and branded gaming experience.

Results and Impact

The game's minimalist UX/UI design, coupled with straightforward user navigation and clear guidelines, transformed it into a dynamic and interactive playground of intensity, fostering heightened engagement. The seamless integration of the physical joystick setup with the elements of the Unity application enhanced usability, resulting in a robust physical activation. This not only showcased DP World Boxbay's brand effectively but also provided users with a gamified experience, illustrating the tangible benefits of their intelligent automation solutions.

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Custom-Built, Intentionally Designed


Custom-Built, Intentionally Designed

Custom-Built, Intentionally Designed

Your vision deserves the best execution. Connect with Branch and let our team develop a tailored, impactful web solution just for you.


Your vision deserves the best execution. Connect with Branch and let our team develop a tailored, impactful web solution just for you.'