Madrid in Game | Gamified Visitor App with Augmented Reality

Madrid in Game and DeuSens: turning a visit into a gamified experience

Madrid in Game wanted its visit to be more than a walk through themed rooms. DeuSens designed and developed the app that guides every visitor through the building, turning the journey itself into the experience's connecting thread.

The result was a tool that accompanies without interrupting, giving the spotlight to each room and to the content visitors discover at every stop.

From the very first interaction with the app, visitors understood the visit wasn't going to be passive. Every room became a promise waiting to be uncovered, and that small sense of anticipation set the tone for the rest of the journey.

Senda Estelar and MIG Station: two routes connected by a single app

The visit to Madrid in Game is split into two complementary experiences: an outdoor route and an indoor one, designed to be completed separately or on different days without losing continuity. DeuSens designed the app that connects both, so that progress on one route is also reflected on the other.

In each room or stop, a QR code unlocks a minigame or challenge tied to that specific theme. Completing them adds badges to the visitor's profile, turning the walk through either route into a growing collection of achievements.

This layer of gamification rewards curiosity and active exploration, giving both experiences a sense of progress that motivates visitors to complete them.

Augmented Reality on the outdoor route

At certain moments during the outdoor route, the app itself activates Augmented Reality content, adding a visual layer that expands what the visitor sees on Senda Estelar. DeuSens developed these AR experiences specifically to blend naturally with the physical space.

The result is a hybrid journey, where the physical and the digital alternate seamlessly throughout the visit.

That moment when the screen revealed something the eye couldn't see directly became one of the most talked-about parts of the visit, the point where surprise took over from initial curiosity.

Mayrit and Constelauta: the narrative thread and the visitor's badges

The entire app is narrated by Mayrit, a robot character who accompanies the visitor as a guide and support throughout both routes. DeuSens designed its visual presence and its role within the interface to bring coherence and warmth to every interaction, both outdoors and indoors.

Senda Estelar and MIG Station are connected through the app's passport, the mechanism that accompanies the visitor across both routes and, badge by badge, turns them into a Constelauta. That's the section where the visitor gathers, as achievements, every badge earned during the visit, whether both routes were completed on the same day or at different times.

Over time, Mayrit stopped being just an interface element and became the recognizable face of the visit, the character visitors remembered and mentioned when recommending the experience to others.