Tate Launches iPhone Game
The Tate Modern art gallery in London has released Race Against Time – a game designed to raise awareness of its collections and draw a wider audience into the museum. It is designed to appeal to adults as well as children.
Designed by UK creative firm Somethin' Else for the iPhone, it follows the adventures of a chameleon that must stop the evil character Dr Greyscale from completing his mission: to remove all colour from the world. The chameleon must also overcome obstacles that will cause it to lose a life. These draw on art history references, ranging from Dan Flavin’s light sculptures to a figure of German artist Joseph Beuys. Each progressive level takes inspiration from a consecutive era in art history (1900-2011), with the characters reflecting this.
The Tate’s new app highlights the potential of gamification for brands to engage and communicate with consumers on a more in-depth level.
Such games could also drive footfall. Taking advantage of smartphones’ GPS capabilities, the game features a “turbo mode” which can only be unlocked inside the Tate Modern. This gives the chameleon new powers, such as a killer tongue and a supercharged jump. Once inside the museum and having completed the levels, players can access the ‘achievements’ section that allows them to compare the works on screen with those that hang on the walls.