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Sports Direct

Gamifying basketball's most telling metric

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The problem

We were asked by Nike and Sports Direct to design an interactive basketball experience in their Oxford Street flagship, with the goal of increasing engagement within the space. Adding complexity to the challenge, this three metre tall LED screen was also touchless, meaning the solution would need to be interactive without involving a traditional UI.

The solution

The ‘Play like a Pro’ game measures a player’s vertical leap against a leaderboard of attempts from the previous week. Working with a specialist developer, the system uses facial recognition to know when a shopper is ready to play and Ai technology to calculate the height of their jump. The whole experience is recorded in slow motion and available to the player to share on social media.

The result

The experience delivered on the task of increasing engagement, and quickly became a core destination for the store. Over the first four months, it was played a staggering 20,000 times. Since then it has been rolled out to a number of other flagships across the UK.