BESydney, BEA launch game to market Sydney for incentive events

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Business Events Sydney (BESydney) in partnership with Business Events Australia (BEA), has launched a new online game to showcase the destination appeal of Sydney for incentive events from India, Malaysia, and Singapore – with prizes on offer.
The aim of the game is to educate BESydney’s corporate clients in South and Southeast Asia, as well as travel agents, inbound operators, and industry. The second phase will see the game launched in Japan and South Korea.
“The city has undergone many changes since the pandemic. We have brand new facilities, refurbished properties, and new and updated attractions, along with exciting new precincts and neighbourhood revitalisation. There are so many opportunities for visitors to experience the energy and excitement of the city for themselves,” said BESydney CEO, Lyn Lewis-Smith.
The fun and educational game is designed to bring these Sydney experiences to life and has been developed for web-GL, utilising video encoding and 3D animation sequences featuring a combination of a gamified track experience, a quirky Aussie koala guide, postcards and destination footage. The strategy and purpose of the game is a new concept that hasn’t been done in Australia before. Users race around Sydney’s streets, collecting points to win prizes. By visiting these new attractions and precincts online, corporate companies and incentive agents can learn more about the variety of venues and what they offer for event organizers.
The game allows players to drive around Sydney as a koala, visiting venues, learning about products and experiences along the way, and collecting points by answering riddles and questions about Sydney. Points will determine a player’s position on the leader board, and prize vouchers will be awarded for players in top positions until 22 August 2022.
“Tourism is a highly experiential industry, and gamification is an ideal way to allow users to experience the destinations for themselves. The Experience Sydney game has been designed to allow the player to discover Sydney as an event and experience destination and showcase safety and infrastructure in a fun way,” Lewis-Smith said.
Sydney venues and attractions featured include the Sydney Opera House, Luna Park Sydney, Bondi Beach, Taronga Zoo Sydney, Barangaroo Dining Area, Doltone House, Jones Bay Wharf, Crown Sydney, ICC Sydney, Sydney Town Hall, WINX Stand at Royal Randwick and Watersedge at Campbell’s Stores.
Nearby regional experiences were also showcased as they are commonly sought after by international event planners. BESydney research shows 52% of Asian incentives included regional components. Activities and regions included are quad biking and cable cars in the Blue Mountains, Hunter Valley, Port Stephens, Glenworth Valley and Central Coast.
BESydney Director of Corporates and Incentives, Sinead Yeo, said, “Sydney is a safe and secure destination with an appealing climate and an incredible natural environment. This, combined with its excellent business facilities and infrastructure, stellar attractions and local activities, makes it the ideal location for incentive events”.  
Tourism Australia supported the project via its Business Events Advance Program, which partners with industry on activity that aims to increase the number and value of international business events for Australia.