Inspired by multiplicity
This year’s theme was ‘multiplicity’, chosen to express how Google Play can multiply the impact of a developer’s business – which we brought to life using patterns, refractions and mirrors.
For the fourth year in a row, we worked with Google Play to produce Playtime, a vital gathering for app and games developers in Europe, the Middle East and Africa.
Client
What we did
Spotlighting Google innovations
Each year, top developers are invited to a unique location in Europe to learn about Google innovations and how Google Play can help grow their businesses.
It’s an important place for developers to build community, exchange ideas and feel supported by Google – so we designed every element to inspire creativity, interaction and immersion.
Great day at #GooglePlaytime meeting so many great product makers, sharing stories, and learning more about the tools at our disposal to better serve our audiences!Emily Grossman – Head of growth marketing, Depop
Creating spaces to learn and play
SugarCity, a former sugar factory in Amsterdam became our base. It provided large spaces to create flow, networking zones, a keynote hall, breakout rooms, 1:1 meeting places and micro-kitchens.
Creative energy, technology and eco-friendly materials infused every detail. Participants entered the ‘Playground’ through a laser-lit corridor. Here, they could play games to win Google products and interact with bespoke installations.
Psychedelic experience at #GooglePlaytime this year!@mtthsfrdrch
Making tech interactive
A few main highlights included a lifesize game of Hungry Hungry Hippos, a custom-built AR photo booth based on Chrome OS software, an interactive face merge installation of mirrored panels and a custom-built quiz about Google Play.
Brand touchpoints such as the characteristic Android heads were strategically placed in the table designs, building rafters and shafts, while former control rooms filled with dials and gears were used for meeting spaces.
A lasting impact
Over 650 people from 379 companies in 39 countries joined Playtime 2019.
The event was widely shared across social media, receiving 5 million organic impressions.
The event in numbers
650
in attendance
379
Companies
39
countries
5m
Organic Impressions
