Sports Direct: Cardiff

Three experiential games under one roof.

Sports Direct sought innovative experiential marketing solutions for their new Cardiff flagship store. Looking to build on their existing gamification solutions, Xi delivered three standout installations: the Jump Booth, the Hang Tough, and the Passing Challenge.
Our team supplied the structure, software, and hardware, while The One Off agency led the creative direction and produced the motion assets. Our installations have enjoyed massive usage, guarantying this flagship as one of the most interactive stores in Europe. Our efforts have significantly amplified customer engagement metrics by offering an enjoyable experience that enhances the Sports Direct brand.

Tell me more about the Passing Challenge?

The Passing Challenge, a self-service interactive game, enables customers to enjoy a fully automated rugby experience. Equipped with a 15.6″ wall-mounted tablet, participants are able to enter their initials to commence game play. Utilising infrared sensors and LED rings to illuminate the targets, players have 45 seconds to masterfully showcase their passing abilities. A robust 2.4 mm COB LED screen is strategically placed above the targets, displaying essential information such as a countdown clock, the player’s score progression, and the current leader board rankings. Built with reinforced resin, the integrated screen is engineered to withstand the impact of the powerfully thrown rugby balls.

3,000

GAMES PER MONTH (AVG)

95

GAMES PER DAY (AVG)

1,720

AVERAGE SCORE

OUTPUTS

Slow-motion video with personalised data.
Personalised microsite.
Custom metalwork and sets.
Scores and leaderboards.

TECHNOLOGY USED

3D camera tracking.
QR code content download.
Live points scoring and timer.
Weight sensors.
Infrared sensors.

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