Case Study: Madrid City Council creates an immersive gamified AR experience with Telefónica Tech

Madrid City Council launches a 5-stop gamified AR tour with Telefónica Tech

The Madrid City Council, through its Madrid in Game initiative, sought to promote technological innovation and public engagement in an accessible way. They partnered with vendor Telefónica Tech to create an immersive, gamified experience for visitors.

Telefónica Tech, together with partner Deusens, developed "Senda Estelar," an outdoor augmented reality experience. The solution used geolocation and a digital avatar named Mayrit to guide visitors on a self-guided tour with interactive challenges. This created a participatory adventure that successfully bridged the physical and digital worlds, offering a free and accessible experience for all audiences.

Madrid City Council