Case study · Bangkok
ICON Adventure at ICONSIAM.
An exploration-based experience deployed across all six floors of one of Southeast Asia's most visited retail destinations.
+34%
Visits to participating stores
3.2×
Average dwell time
62%
Underutilized zones activated
47
Tenants participating
The brief
Pull visitors beyond the riverfront atrium.
ICONSIAM's gravity-defining waterfall and ground-floor anchors absorb most of the inbound foot traffic. The challenge: get visitors to explore the full breadth of the mall — including upper floors, side wings, and emerging concept tenants — without resorting to discount-led campaigns that erode brand equity.
The program
A narrative quest across six floors.
ICON Adventure invited visitors into a themed exploration spanning every zone of the mall. Players unlocked chapters by visiting specific stores, completing in-store actions, and discovering hidden objectives placed deliberately in lower-traffic areas.
47 participating tenants hosted mission stops. Each stop was attribution-tracked end to end — from app open, to zone entry, to in-store action, to redemption.
The result
Sustained redistribution, not a spike.
Unlike a flagship event, ICON Adventure produced a sustained shift in traffic patterns over the campaign window. Lower-traffic zones saw measurable lift; participating tenants reported attributable visit and conversion gains; dwell time across the mall extended materially.
"Mall Player gave us a tool we'd been waiting for — a way to actively distribute footfall instead of just measuring it."
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