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Amazon Shipping Interactive 3‑Layer Game (Sambhav 2025)
Amazon
Interactive 3‑Layer Game
Introduction
A fast‑turnaround interactive experience that visualised Amazon Shipping’s freight, cargo and last‑mile delivery services as a three‑layer game. The experience was designed for the Sambhav 2025 event to educate and delight visitors while collecting leads and delivering tangible rewards.
Objective
Amazon asked for a creative way to show how their Shipping services solve logistics challenges across freight, cargo and final delivery. The ask was specific:
Build a three‑level game that maps to the three core stages of Amazon Shipping: air, transit, and last‑mile.
Use an intuitive hardware control (joystick) and a quick QR/ID check‑in flow.
Reward players with tiered gifts (cookies, ghee, honey) and collect delivery details for fulfilment.
Deliver a polished, stable demo within two weeks for the event.
Our solution
We split the project into clear, parallel tracks to meet the deadline: design/UI, Unity gameplay, hardware integration, and QA/onsite staging.
Layer 1 — Flight (Air)
Player pilots a parcel through the sky.
Positive items (power‑ups) add points. Negative items (clouds, hazards) deduct points.
Fast, instinctive control to hook players immediately.
Layer 2 — Truck (Transit)
A truck drives forward while parcels fall from above.
Player steers the truck to collect parcels. Each collected parcel = +1 point.
Simple arcade loop that balances skill and accessibility
Layer 3 — Maze (Final delivery)
The delivery partner navigates a last‑mile maze to reach the recipient’s house.
Maze rewards careful planning and completes the narrative journey.
Challenges
Extremely tight timeline. 14–16 days to design, develop, integrate hardware and test on‑site.
Three distinct gameplay mechanics had to exist as one cohesive experience and share state across layers.
Hardware calibration. We had to source and calibrate a joystick so controls behaved consistently for all users.
On‑site scanning reliability. Venue lighting caused QR scanning issues that risked blocking play.
Seamless prize fulfilment. Points had to convert to tiered gifts and trigger automated address collection via the client backend.
Onboarding & hardware
Check‑in via QR on the event ID card. Scanning initiated the session and logged the player.
Custom joystick was selected and calibrated for our control schema. Calibration ensured consistent sensitivity and input mapping across stations.
Address capture: after a play, players entered a phone number. The client backend generated delivery addresses and queued prizes for fulfilment.
Reliability & contingency
We added redundant scanning angles and instructive on‑screen prompts to reduce errors caused by venue lighting.
Quick fallback: manual ID entry option for cases where scanning failed.
Technical approach
Engine: Unity (single build with modular scenes for each layer).
State management: Persistent player session data passed between layers to keep scoring and player IDs intact.
Hardware: USB joystick with custom input mapping. Calibration routine integrated into dev build and final setup.
Integration: Lightweight API calls to Amazon backend for address generation and prize fulfilment.
Testing: Rapid iterative playtests with 3–4 people per build to tune difficulty, controls and camera/scan reliability.
On‑site execution
Multiple stations ran in parallel to handle high footfall.
Staff that explained the QR flow and offered quick help with scanning.
Real‑time monitoring to spot any repeat failures (scanner angle, lighting, joystick drift) and apply fixes immediately.
Major on‑site challenge: direct lighting affected scan reliability. We mitigated this by adjusting scanner angles, retuning exposure settings and adding clear on‑screen scanning instructions. The fallback manual entry kept dropouts to a minimum.
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