Case Study: National Gallery Singapore makes art more accessible with HOL's gamified micro-experiences

National Gallery Singapore boosts engagement with HOL via 46.25s average dwell time

The National Gallery Singapore, a leading visual arts institution, faced the challenge of making its world-class collection of Southeast Asian modern art accessible to a broader public. Many Singaporeans viewed art as unapproachable and intimidating, and the gallery's location within two national monuments added to this perception. To bridge this gap and foster a more creative society, the gallery partnered with HOL to develop an audience engagement strategy.

HOL implemented a solution of gamified micro-experiences, creating casual mobile games that incorporated elements and educational content from the gallery's artworks. These low-barrier, bite-sized games were launched in community hubs and schools to reach new audiences outside the gallery. The strategy also incentivized visits by offering in-person rewards at the gallery for those who completed a game. This approach by HOL was highly successful, resulting in over 40,000 scans and an average dwell time of 46.25 seconds per experience, significantly engaging Singaporeans in the joys of art.

National Gallery Singapore