Human Joystick

I recently came across this innovative idea, and I thought it was definitely blog post worthy.


Brand Experience Lab, is a company that defines itself as “an experience agency and think tank”. They associated with National CineMedia to create what they describe as a new kind of social media. The output of this union is AudienceGamesTM.


If you are one of those people who hate watching the ads before the movie starts when you go to the cinema, you’re going to love it! It works as follows. A motion sensor is placed in the front of the audience, near the screen. When an ad is shown, which now should actually be called an advergame, the people have to move their arms, following the game’s instructions, in order to win. The most important issue here is that the whole audience has to participate, and the outcome of the game depends on their collaboration as a group…This is what I call brand experience!

To get a better feel of how this works, don’t miss the videos on the site (they are really fun!).

Published by Reinout te Brake

Reinout is a games investor and strategic business consultant specializing in the games industry. Reinout established his credentials through his own successful investments, start-ups, consulting and (advisory) board positions that led through time to strong bonds with key stakeholders in this fast paced industry. He is known for his outstanding results in the gaming industry. He has worked with many game studios around the globe and is therefore well known in the international gaming industry. Check out his games podcast; https://www.game-consultant.com

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