Context:
Madame Tussauds is renowned in the entertainment and attractions industry, famous for their life-like wax figures and interactive exhibits. They operate 23 global attractions with over 2,000 figures on display, and more than 10 million visitors annually. The challenge faced by MTS is a multifaceted one. As a wax museum, visitors’ perception of the attraction remains as a place of lower engagement as the main content of the space consists mainly of static wax figures.
Additionally, these figures take a length of time to create, and hence refreshing content in the attraction takes a longer time and is highly resource intensive. Moreover, within the existing attraction, touch points remain low as the main interaction points are only between visitors and the static wax figures with the main mode of interaction being photo taking. Madame Tussauds Singapore is seeking technology-driven solutions to enrich their visitors’ experience and to amplify the Madame Tussauds brand beyond celebrity wax figures.
Team Gametize took on the challenge with the following proposal. Please note the proposal was not implemented, but we decided to share and publish the proposal in the spirit of advocating for the cause and our potential solution. If you would like to learn more, please contact us through academy@gametize.com.
Problem Statement
How might we enhance and elevate the visitors’ experience at Madame Tussauds Singapore through technology-driven solutions (e.g., AI) to drive higher visitorship and engagement with the Madame Tussauds brand?
The challenge faced by MTS is a multifaceted one. As a wax museum, visitors’ perception of the attraction remains as a place of lower engagement as the main content of the space consists mainly of static wax figures. Additionally, these figures take a length of time to create, and hence refreshing content in the attraction takes a longer time and is highly resource intensive. Moreover, within the existing attraction, touch points remain low as the main interaction points are only between visitors and the static wax figures with the main mode of interaction being photo taking.
Understanding The Users
- Target Audience: We will collaborate with MTS to decide their priorities and segments
- Segments: E.g. walk-ins; informal groups; families; schools/organised groups
Goals and Targets
- Enhance user experience by promoting interaction between technology and the physical space
- Seamless extend visitor stay at Madame Tussaud with greater engagement and activities
- Refresh content/experiences with ease, creating a more dynamic experience even for repeat visitors
- Facilitate visitor interactions through our community forums
- Arm MTS with valuable intelligence through data capture and customised reporting formats
- Make the experience fun and fulfilling that people would want to talk about it
Implementation Plan
This solution is designed to transform the Madame Tussauds Singapore experience into a versatile Super App that enhances visitor engagement across all experience areas—not just the wax figure zones. With gamified challenges, personalized journeys, and a robust rewards system, the app brings every attraction to life. Parts of the key features implementation plan:
User interface: The UI is intuitive and visually engaging, showcasing each experience area as customizable topic cards. Visitors can select a topic to explore tailored challenges and content, with the flexibility to rearrange or customize their journey anytime.
Reward Store: It is packed with exciting options to motivate users to complete challenges, keep exploring, and even plan their next visit to Madame Tussauds Singapore. From exclusive souvenirs to VIP perks, there’s something for everyone to enjoy.
Calendars Function: Visitors to Madame Tussauds can benefit from a calendar function on our platform, allowing them to plan their visit by exploring event schedules, activity timings, and special exhibitions.
Content: Challenge Page is the heart of app, where visitors interact with exciting tasks that bring the Madame Tussauds experience to life. Each challenge is designed to engage users through trivia, creative tasks, and interactive content, with features to dynamically update or customize content anytime.
Social Engagement Features: Visitors to Madame Tussauds can engage with social mechanics on our platform, such as commenting and voting on each other’s completions.
Multilingual Capabilities: Our system language already supports 13 languages including Traditional Chinese, Simplified Chinese, Korean, Spanish, French and more.
Interactiveness: We can create a virtual passport for visitors to collect badges as they complete challenges across different areas, turning their app experience into a passport of achievements.
Points and Achievements (Badges): Our platform supports points and rewards systems, as well as flexible badging system (achievements) where rules for unlocking badges can be customized, such as completing specific modules or reaching milestones.
Leaderboards: It will be for both individuals and teams, fostering friendly competition and sustained motivation.
Proposed Solution and System
Create white-label apps with simple customizations quickly on Gametize.com. The solution is hosted and managed on our server and database (powered by Amazon Web Services), minimizing overheads.
The use of Gametize Gamification Strategy – Using the 6D Playbook. Gametize firmly believes in a test-driven approach and thorough and structured design-thinking processes. You can learn more about Gametize 6D Playbook.
About Gametize
Gametize is the world’s simplest enterprise-grade gamification platform for community engagement and advocacy. Clients use Gametize to motivate target behaviors, such as employee training/ performance management or consumer marketing/ sales advocacy. The highly customizable and versatile solution is available on both cloud and on-premises. Gametize is proud to be one of eight winning solutions to be piloted in the Jurong Lake District (JLD) to lead the way in urban sustainability at the recent Innovation Challenge, organized by the Urban Redevelopment Authority (URA), Smart Nation and Digital Government Office (SNDGO) and the Infocomm Media Development Authority (IMDA) – See for the press release.