Thorpe Park

Objective

Thorpe Park needed to transform queue waiting times into engaging entertainment experiences and generate visitor data during peak seasons. The goal was to maintain visitor satisfaction in a leisure venue where long waits could negatively impact the experience, while capturing first-party data through interactive campaigns that reinforced brand awareness.

Solution

Thorpe Park deployed a multi-layered gamification strategy via Playable's platform. The core mechanic was the Thorpe Park Quiz—a five-question brand trivia game that could be replayed with rotating question sets and played competitively in teams. The quiz was made permanently available through a dedicated Games hub within the mobile app, complemented by seasonal limited-time campaigns including 'Fright Nights' (Halloween) and a 'Mardi Gras' treasure hunt. Distribution leveraged the park's app push notifications, QR codes placed on visitor maps throughout the park, and screens in the on-site hotel. The platform eliminated the need to develop individual games in-house—a capability the park previously lacked.

Results

The campaign generated 7,500+ game sessions with an average engagement time of 1 hour 35 minutes per participant, accumulating 174 total hours of brand engagement. Visitors transformed idle queue time into interactive experiences, generating lead data for Thorpe Park.