Max Verstappen's Mansion Game
- Brand
- Red Bulletin
- Year
- 2022
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- HLabs
Objective
The Red Bulletin was building a cover story around Max Verstappen — reigning F1 champion and Laureus Sportsman of the Year — and wanted readers to do more than read about him, they wanted them to feel invited into his world. Instead of a standard profile, the brand built a way for fans to explore his personality and career off the track, in English, Dutch and German, keeping readers in the story far longer than a normal article and linking the digital piece back to the print issue.
Solution
Readers scroll through an illustrated, comic-style version of Verstappen's home in Monaco, moving from room to room — including a rooftop terrace looking out over an animated bay, complete with drifting boats and a plane crossing overhead. Along the way they tap dozens of objects scattered through the house, each one popping open a layer of personal trivia and small extras about Verstappen, including a hidden photo album. Tucked into every room are 40 collectible trophies, and the reader's job is to spot and collect them as they go, building up their own trophy case by the time they reach the end of the tour.
Results
Engagement on the piece ran more than 6x higher than a normal Red Bulletin story.
- 1
The experience opens on a loading screen, then a title screen showing an illustrated panorama of the Monaco coastline, with animated waves, boats, and a passing plane behind the words "MAX VERSTAPPEN" and "WELCOME TO MY PLACE."
- 2
An introduction voiced by Verstappen in the first person sets up the session, instructing the player to scroll through five rooms, click on items to learn more, and collect 40 hidden trophies.
- 3
The player can pick a language for the experience, choosing between English, Dutch, and German versions of the house.
- 4
Scrolling moves the camera down through a modular, isometric cutaway of the house — roof terrace, living room, and kitchen among the rooms — with more than 40 illustrated interactive objects spread across the scenes, and the layout adapting to mobile or desktop screens.
- 5
Clicking a highlighted object opens a pop-up with a fact about that item and about Verstappen; some objects expand into a richer pop-up format, such as a photo album the player can page through.
- 6
Scattered among the furniture and objects are 40 gold trophies; clicking one adds it to the player's personal collection, running alongside the fact-finding as a separate collectible layer.
- 7
A final screen closes the tour by prompting the player to check their trophy count and inviting them to scroll back through the house to find any they missed.
