How a Simple Game Took Over Amsterdam's Trams
While traveling is great, your daily commute to work or school can get boring. That’s why Daniel Disselkoen, interactive artist at Headmade, made commuting a bit more adventurous. In a special collaboration with GVB, the municipal public transport operator for Amsterdam, little creatures were installed in all of the city's trams, changing the daily journey of passengers. Word of the low-tech "augmented reality" game spread quickly, and soon, millions of people were captivated by this unexpected tram adventure.
A Two-Sticker Adventure
The game consists of just two stickers. One sticker is added to the window of the tram. Another sticker, with instructions, is strategically positioned in front of your seat. Close one eye, as the tram starts heading forward, and you can play the game by just moving your head up and down. Eat as many pedestrians as possible by skillfully guiding the creature's mouth to capture their heads. Still holding on to your phone? Share a video of your score with fellow commuters!
Connecting the World Through Play
With over 60 million views, the GVBeestje game has embarked on a global media journey, captivating audiences from all corners of the world. The game has attracted news coverage from Taiwan to Mexico, demonstrating its universal charm and the power of a simple idea to break through barriers.
Media outlets such as CNN, NOS, Slate and Volkskrant featured the GVBeestje sensation, highlighting its impact on Amsterdam's trams and the joy it brings to the daily commute.
“Het oogspelletje is een ode aan de creativiteit.”
- Volkskrant
“Amsterdam commuters are playing their own augmented reality game that doesn’t require a phone”
- Quartz
“Daniel Disselkoen is shaking up the daily commute in Amsterdam”
- Slate
A Mascot for Joy
The overwhelming popularity and hype surrounding GVBeestje eventually led to the lovable creature becoming a mascot. During the annual Gay Pride, special "GayVBeestjes" appeared, adding a colourful touch to the festivities. Children fell in love with the charming creature, snuggling up to stuffed versions of GVBeestje at bedtime. The trams soon became a celebration of the whimsical mascot, covered in stickers that displayed our eccentric animal. The GVBeestje's meteoric rise to fame transformed it from a simple game element into a symbol of joy. As the game piques the curiosity of millions, it serves as a reminder that adopting new perspectives can unlock hidden potential on a grand scale, transforming the ordinary into something extraordinary.
