Home/Gamification
Gamification · Marketing games
Games that market.
I design and build playable games that bring people to a brand and keep them there. The first one, KEYLESS, is a Christmas game created for Smart MasterKey and HID, and it is live now.
Case study at a glance
- Game
- KEYLESS, Key Invasion Holiday Edition
- For
- Smart MasterKey × HID
- Season
- Christmas 2026, season 2 in January 2027
- My role
- Idea, design, build and promotion
- Built with
- HTML, CSS and JavaScript
Play it now
Try KEYLESS here.
This is the real game, running live. Hold the mouse or Space to fire, and catch the +1 HID Security bonus to place extra readers.
Why games
Play is the best first impression.
A game explains a product in seconds without a single slide. People choose to play, share their score and come back the next day, which is attention that ads rarely earn.
For marketing, I build games around the real product story, so every wave, mission and bonus teaches something true about the brand.
The case study
KEYLESS, Key Invasion.
Waves of old keys, plastic cards and padlocks invade London’s office towers. Players fly the Smart MasterKey ship, power up and shoot through HID readers to revoke them all before they reach the door.
Fly the Smart MasterKey ship
Move over a London skyline and hold the mouse or Space to fire at waves of old keys, plastic cards and padlocks.
HID readers protect you
Catch the +1 HID Security bonus to place extra readers. Mobile credentials beat old keys, and the game shows it.
Top 20 championship
The highest score on 24 December wins a prize from Smart MasterKey. A live Top 20 keeps people coming back.
Daily missions
Revoke a boss, clear a wave without losing a lock, fire the pulse three times. Small goals build a daily streak.
Links back to the website
Missions lead to a Smart MasterKey account and a demo booking, so play turns into real interest.
Season 2 in January 2027
Rank and tokens carry over into the next game, built together with HID.
The marketing idea
From play to demo booking.
Every part of the game has a job, from the first click to the last mission.
Play
A short, fun round that anyone can start in one click, on desktop or mobile.
Compete
Scores, ranks, tokens and a daily streak turn one visit into a habit.
Convert
Missions point to the product pages, so players learn what the brand sells.
Smart MasterKey × HID
One game, two brands closer.
Smart MasterKey mobile credentials are read by the HID readers customers already have, so the two brands tell one story. I presented the game to HID, and they liked the idea.
KEYLESS is the holiday warm-up. The plan is a bigger season in January 2027, with more built together, plus social media images HID can use to promote the game and a launch blog on the Smart MasterKey website.
Campaign designs
Social banners for both brands.
Concept designs I prepared for Smart MasterKey and HID to post over the Christmas period, so both brands show up together on LinkedIn and Facebook.
LinkedIn portrait, 1080 × 1350
LinkedIn landscape, 1200 × 627
Facebook: feed, championship, story and link share
What I can make
A game for your brand.
I handle the idea, the design, the code and the campaign around it, so the game launches with everything it needs.
Your project
Ready to make your marketing playable?
Tell me about your brand and your audience. I will come back with a game idea, a plan and a clear price.