Unbox: Discover How Great Entertainment Group Redefines Event Experiences with Web3 and Digital Innovation
Ever wondered how cutting-edge technologies like web3 are transforming the entertainment industry? In this Unbox series edition, we sat down with Rob Lacey, the Web3 advisor for Great Entertainment Group (GEG), to delve into how this dynamic company is pioneering digital innovation in their events.
Join us as we uncover how GEG’s integration of Web3 and immersive digital experiences is not only revolutionizing event production but also enhancing community engagement. From the AIA Carnival attracting over 800,000 visitors to the “Path of the Legend” game, discover how GEG is bridging the gap between real-world and digital experiences. By implementing strategies such as real-world tokenization and metaverse integration, GEG is improving event satisfaction and positioning itself as an industry leader aligned with broader Hong Kong’s governmental goals for digital innovation. Let’s explore how these initiatives are key to their strategy,solidifying GEG’s position as a leader in tech-integrated entertainment!
GEG: Bridging Real-World and Digital Experiences for Brands and Communities
GEG — The Great Entertainment Group specializes in crafting memorable moments, bridging brands and communities through the power of entertainment. Their primary projects are a testament to how experienced the group is at developing large-scale attractions. The AIA Carnival is a typical example of GEG’s ability to create a prestigious event. The festival saw over 800,000 visitors during its 67-day run. In addition, another key attraction, The Hong Kong Observation Wheel, draws in a crowd of two million visitors annually, where the group hosts events from concerts to movie nights.
Expanding their horizons beyond physical attractions, GEG ventured into The Sandbox with Path of the Legend, a collaboration with Index Games. The digital experience had players transported to a mysterious Lunar New Year celebration, where they had been adrift in a sea of unfamiliar faces and traditions. As players quested to reclaim their lost memories, the had uncovered enchanted items — nimble cloud shoes, a powerful diamond rod, and a radiant golden halo — each piece revealing their true identity as the Monkey King. With this revelation, the festive facade had crumbled away, unveiling a world teeming with monstrous beings and the looming threat of the Bull Demon King. Armed with their reclaimed powers and legendary status, players had to confront the Bull Demon King and liberate their master, Tang Sanzang, from captivity. The 8 live digital quests were a companion experience to the AIA Carnival was a virtual bridge between physical events and The Sandbox.
“We had about 40,000 players in the game. The average playtime was pretty good. It’s between 12 and 15 minutes for each of them,” said Rob Lacey, the Web3 advisor for Great Entertainment Group. He said, “To compare these results to any sort of campaign or budget allocated to the metaverse, we now have the data, 40,000 people spending 15 minutes is 7,000 hours of gameplay in total. I think any online campaign would be quite happy with those numbers.” This success story is a testament to GEG’s innovative spirit and ability to adapt to the evolving entertainment landscape.
GEG’s novel approach, combining physical attractions with digital experiences, has yielded impressive results. The strategy underscores the growing possibility of more robust brand partnerships and opportunities to nurture a community, laying a foundation for future projects within The Sandbox and further reinforcing GEG as an industry pioneer in delivering multi-dimensional entertainment experiences.
So, How Can The Sandbox Help in Meeting Objectives?
Great Entertainment Group could use learning from the Path of the Legend game to stretch its carnival concept beyond its physical reach. In the next iteration, the AIA carnival could mirror real-life experiences in The Sandbox, thus bringing the two communities closer together.
With 40,000 players established and experiencing the Path of The Legend game in the metaverse, The Sandbox’s presence at the physical location was also drawing in crowds. Over 45,000 spectators dropped by The Sandbox physical booth at the AIA Carnival.
With the implementation of tokenized rewards, GEG was able to offer attendees a physical link between their digital interactions. Approximately 2,000 visitors benefited with the ability to redeem their $SAND tokens in exchange for refreshments. Tokenization was beneficial on numerous accounts. This enabled a new way of engaging with audiences where the digital game and physical event became more intertwined. It even provided a way to track the behavior of the participants, such as attendee preferences and spending patterns. This data, for example, is critically important in customizing future events to more closely align with audience expectations to increase overall satisfaction.
The move to adopt real-world tokenization to bring to the AIA Carnival was another strategic step to show the company’s forward-thinking nature. The partnership resulted in a curious intrigue and frictionless transactions for users. This led to a higher level of user satisfaction and engagement at the physical location.
Great Entertainment Group has now not only achieved its own goals by employing these technologies but also provided a reference for integrating cutting-edge technologies by the entertainment industry leader. This convergence with the larger goals of the government provides additional benefits as it not only further cements its innovative identity but also makes it an easier undertaking for support and collaboration.
Ultimately, the inclusion of The Sandbox and real-world tokenization within their events improves the potential of Great Entertainment Group to connect and interact with their audience. The popularity of these strategies demonstrates the power of integrating digital and real-world experiences to provide a well-rounded and engaging event experience. By teaming up with The Sandbox, GEG can grow its audience and cement its position as an innovator in using digital technologies within the entertainment industry.
