World's Biggest PAC-MAN

Objective

To celebrate PAC-MAN's 30th anniversary and showcase HTML5 capabilities of Microsoft Internet Explorer 9, the brand launched a collaborative online game that invited the global community to co-create the world's largest playable maze. The campaign aimed to drive brand awareness and demonstrate the technical power of modern web standards through an interactive, crowdsourced experience.

Solution

World's Biggest PAC-MAN was a free-to-play HTML5 game where players worldwide could design custom mazes using a maze builder tool or play existing community-created labyrinths. The platform tracked real-time global statistics including total pills eaten, ghosts defeated, and mazes completed across all players. Launched on April 12–13, 2011, the game accumulated user-generated maze designs into a continuously expanding game world, creating a persistent shared experience that grew with every player's contribution.

Results

The World's Biggest PAC-MAN holds Guinness World Records for largest PAC-MAN videogame with 4,014,144,000 pixels across 62,721 mazes and for the first free-to-play PAC-MAN videogame. Within one week of launch, players created 13,500 user-designed mazes and consumed nearly 300 million dots.