M-EscapeisthenewdigitalescapegameinwhichMigroscustomersbecomedetectivesandimmersethemselvesinaninteractiveadventurewithnumerouspuzzles,lovinglydesignedscenes,andinnovativetechnologies.
Client
Migros
Industry
Consumer Goods
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
M-Escape turns Migros into a stage for an exciting digital escape experience.
Migros needed an emotional brand experience that strengthens customer loyalty and clearly stands out from typical retail marketing.
The challenge was to create an experience that works online and in-store, supports multiple devices, and offers easy entry points. The goals were high participation rates, longer dwell times, and recurring game characters; Switzerland was the target market, with mobile as the primary touchpoint and multilingualism for maximum reach.
M-Escape transports players into four chapters full of puzzles, lovingly crafted concept art, and immersive sound, with the first chapter being freely playable to bridge the connection to the store.
A narrative mobile web game with high production value.
Gameplay, art, sound, and a scalable technical platform were delivered.
The implementation includes eight individually programmed puzzle mechanics, 47 handcrafted images, 29 inventory assets, over 150 sound effects, and five musical pieces, as well as a journal and hint system and the option for Migros login for a seamless user journey.
The process ran in clear phases from Discover to Prototype and Build to Launch preparation, with each phase focusing on the player experience and scalability.
Initially, users, touchpoints, and puzzle ideas were validated, followed by prototyping core mechanics and simultaneously scaling up art and sound production. In the Build phase, multilingualism, performance, and hosting were implemented on Migros infrastructure, followed by a mobile-optimized launch.
The game connects story, spatial interaction, and real brand touchpoints, for example, through web research tasks, combinable inventory objects, and acoustic signals from the store that create familiarity.
The magic moment was the connection of story, sound, and real Migros touchpoints.
In agile teamwork, a playable prototype was developed within a few months up to the live launch.
Illustrative spaces, 47 detailed images, and acoustic nuances like the Subito scanner and the Migros jingle create familiar, atmospheric moments that emotionally bind players to the brand and motivate them to continue playing.
Result: The game generated high attention, longer session times, and stronger brand loyalty.
M-Escape reached a broad audience in Switzerland, simplified re-entry thanks to the journal and hint system, and increased motivation through instant wins; qualitative feedback praised immersion, storytelling, and the brand-related atmosphere.