AtGamescom2023,wedevelopedagamethatraisesawarenessabouthatespeechandencouragesvisitorstoengageatthetradefairbooth.

Client
Techniker Krankenkasse
Industry
Consumer Goods
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing

Playfully combating hate speech at Gamescom.

A low-threshold game attracts people to the booth.
The challenge was to make toxic behavior visible while bringing young target groups to a health insurance booth. The goal was to raise awareness for mental health, initiate dialogue at the booth, and increase the perception of Techniker Krankenkasse among Gen Z during Gamescom.
Booth with players at buzzers, glowing screens, and queuing visitors.
We delivered a cooperative Unity game for up to four players with physical buzzers, clear storytelling, and iPad-based booth control, along with planned touch optimization for browser and mobile.
An interactive experience transforms the 'Toxic Monster' into something friendly.
Game scene with four players at buzzers and game UI in the background.

Four players hit the buzzers at the right moment to fend off the negative energy of the 'Toxic Monster'. The gameplay is immediately understandable, creates a sense of teamwork, and makes the serious topic experienceable in a playful way.

Results that speak for themselves.
During Gamescom, the game attracted over 4,000 visitors, 1,149 game rounds were completed, and an average of 230 players were reached per day. The activation created conversation opportunities at the booth and increased the relevance of TK among young visitors.
The experience was based on Unity, ran locally at the booth, and was controlled by staff via iPads, allowing for flexible game breaks. For the planned browser and mobile version, the control was adapted to touch interaction.
Technology and operation were designed for maximum accessibility.

The 'Toxic Monster' visualizes hate speech as an exaggerated opponent in a Godzilla style and transforms into a friendly figure with successful teamwork. Color worlds transition from dark tension to harmonious scenes to provoke emotional reflection.

Learning moment: Low entry threshold creates maximum impact.
Simple, communal interactions make complex topics accessible and authentically position TK among Gen Z. The concept can be easily scaled to browser, mobile, and other events, providing sustainable activation options for the brand.