Indonesia Game Expo 2025:
Interactive AR Marketing Solutions
HOVARLAY transformed brochures and collectible cards at Indonesia Game Expo (IGX) 2025 into interactive AR experiences, boosting engagement and dwell time.
The expo, held under the theme “Stage 02 Fusion – LET’S TEAM UP!”, brought together gamers, creators, and brands while expanding into lifestyle and FMCG with the exclusive launch of the “Pitari & Friends” IP.
Sector
- Exhibitions
- Gaming
- Technology
Service
- No-Code AR Platform
- Interactive Event Engagement
- Data-Driven Insights
The Experience
Bringing Pitari & Friends to Life with AR
Living IP “Pitari & Friends”: Visitors could scan assets like cards and brochures to see the characters come alive in 3D AR, creating playful, interactive experiences.
Interactive IGX Brochure: QR codes unlocked AR clues on the venue map, guiding attendees to explore the expo, extending dwell time, and making the brochure a collectible keepsake.
Pitari & Friends Collectible Cards: Limited-edition cards brought characters to life in 3D, encouraging collection and repeated engagement beyond the event floor.
The Digital Transformation Journey
Challenge
Overcoming Event Engagement Barriers
In a competitive events landscape, expos like IGX struggle to stand out and deliver engaging experiences. Brochures and collectible cards are often overlooked, visitor exploration is limited, digital experiences must be accessible without technical barriers, and tracking visitor movement in real time is difficult.
Strategy
Transforming Promotional Materials into Interactive AR Experiences
HOVARLAY transformed IGX brochures and collectible cards into engaging, gamified AR experiences:
No-Code AR Creation: Using HOVARLAY Creator, organisers quickly designed AR experiences and integrated the “Pitari & Friends” IP into printed materials without coding.
App-Free Access: Visitors instantly unlocked 3D animations and interactive content through HOVARLAY Lens, scanning brochures and collectible cards effortlessly.
Real-Time Insights: HOVARLAY Insights tracked engagement, dwell time, and popular content, giving organisers actionable data to optimise activations and guide visitor exploration.
Outcome
Making Expo Experiences Memorable and Measurable
IGX brochures and collectible cards were transformed into interactive touchpoints that encouraged repeated engagement, turning passive attendees into active participants who explored the expo, interacted with “Pitari & Friends,” and spent longer at each activation.
The app-free WebAR experiences created smooth physical-to-digital interactions for all attendees, while HOVARLAY Insights provided real-time data on engagement, dwell time, and popular content, giving organisers actionable insights to enhance current and future events.
The Impact
Raising the Bar for Interactive Live Events
- Elevating Expo Standards: IGX × HOVARLAY turned static materials into immersive, gamified experiences, raising the bar for live events in Indonesia.
- Extended Engagement Beyond the Event: The AR Brochure and collectible cards encouraged visitors to continue interacting with the IP after leaving the expo.
- Enhanced Narrative-Driven Experiences: AR storytelling over physical assets created a cohesive, memorable journey blending gaming, pop culture, and exhibitions.
- Demonstrating Scalable, Accessible Technology: The App-free WebAR proved large-scale, inclusive digital activations are possible for future events, campaigns, and cross-industry collaborations.
Result
The Future of Live Expos
The success of “Pitari & Friends” demonstrates the future of interactive live events:
- Immersive IP Integration: Exhibitions can merge physical and digital experiences, creating cohesive, story-driven adventures. Transform standard expo interactions into memorable, narrative-rich experiences.
- Scalable App-Free Solutions: Platforms like HOVARLAY enable gamified, interactive campaigns at scale, without complex tech requirements, making large-scale AR activations accessible for diverse audiences.
- Data-Informed Personalisation: Engagement analytics allow organisers to optimise future events, tailor experiences to attendee behaviour, and deliver more meaningful interactions.
- Cross-Industry Collaboration: AR opens opportunities for innovative partnerships across gaming, FMCG, tech, and lifestyle sectors, enabling creative campaigns that captivate and retain audiences.
HOVARLAY continues to expand the possibilities of AR-powered live experiences, turning traditional expos into interactive playgrounds that increase engagement, extend experiences beyond the event, and demonstrate the tangible impact of immersive technology on Indonesia’s live exhibition landscape.
