For Huawei's private executive conference in Malaysia, Instamedia built a custom interactive 3D train game on a large LED touchscreen that engaged 1,378 executives over 3 hours. The activation placed guests as drivers of Huawei-branded trains navigating a stylised Bangkok cityscape, swiping to switch tracks and collect product tickets while competing on a real-time leaderboard. Project Challenge: Huawei needed a high-energy conference activation that would engage a sophisticated executive audience — including Bangkok's Minister of Transportation — while demonstrating technological leadership through immersive branded gameplay, not passive product displays or static demonstrations. The activation needed to feel premium and purposeful, with a theme directly relevant to the audience in the room. Solution Approach: Instamedia developed a custom IMX Bespoke 3D Train Game on a large LED touchscreen, featuring Huawei-branded trains navigating through a custom-built Bangkok cityscape. Players swiped left and right to switch tracks and collect Huawei product tickets, with train speed accelerating as the countdown timer approached zero. The Bangkok theme was selected deliberately to resonate with the Minister of Transportation in attendance, creating contextual brand storytelling beyond generic gamification. Speed-acceleration mechanics escalated pressure throughout each 30–60 second session, rewarding fast reactions and driving repeat play via competitive leaderboard rankings. Key Technologies: IMX Bespoke 3D Train Game Platform — custom game engine with fully branded 3D world; Touchscreen Swipe Control System — large LED display with real-time touch response; Speed Acceleration Timer — progressive difficulty mechanic rewarding reaction speed; Huawei Product Ticket Collection Engine — branded in-game collectibles featuring Huawei products; Real-Time Leaderboard Scoring Platform — live rankings driving competitive engagement across all 1,378 participants; Real-Time Analytics Dashboard — session tracking, play counts, and engagement metrics. Results and Impact: 1,378 executives experienced the activation across a 3-hour conference window. Speed-acceleration timers and real-time leaderboards drove repeat play throughout, with executives competing across multiple rounds. Product tickets embedded in gameplay created natural product discovery moments without a sales-pitch format, reinforcing Huawei's technology leadership in a memorable, high-energy context appropriate for the senior audience in attendance.
Every visual element — train designs, track environments, UI panels, and Huawei product ticket collectibles — was custom-built to Huawei's brand standards. No stock assets, no adapted templates. Guests experienced a game that looked and felt like a Huawei product from the first frame to the final score.
Stylised Bangkok landscapes and Huawei-branded trains ensured the visual identity of the game was aligned with Huawei's conference theme and brand requirements.
Each visual effect was carefully crafted to invoke the feeling of a train speeding through a city, responding to the player's input in a satisfying and immediate way.
Swipe-to-switch track mechanics, speed-acceleration pressure, Huawei product ticket collection objectives, and real-time leaderboard competition were all engineered into a single 30–60 second session. The result was a game executives wanted to replay — not a passive demo they walked past.
Project Quick Summary
Custom-built interactive 3D train game on LED touchscreen for Huawei's private executive conference in Malaysia. Bangkok-themed 3D world, Huawei-branded trains, swipe controls, product ticket collection, speed-acceleration mechanics, and real-time leaderboard — 1,378 executives engaged over 3 hours.
A custom-built interactive 3D train game on a large LED touchscreen, developed by Instamedia for Huawei's private executive conference in Malaysia. Players navigate Huawei-branded trains through a stylised Bangkok cityscape by swiping left and right to switch tracks and collect Huawei product tickets, while train speed accelerates as the timer counts down. Built on the IMX Bespoke platform, the activation engaged 1,378 executives over 3 hours through competitive leaderboard scoring and high-energy gamification designed specifically for corporate conference audiences.
Closed-door executive conference with Huawei Malaysia leadership and invited government representatives, including Bangkok's Minister of Transportation. The Bangkok-themed 3D game environment was selected to create direct contextual relevance for the senior audience in attendance — a deliberate design decision, not a default template choice.
Huawei-branded trains navigate through a custom-built Bangkok cityscape. All 3D assets, lighting, and environment were designed to match Huawei's brand identity and the conference context.
Players swipe left or right on the LED touchscreen to switch tracks and collect Huawei product tickets. Two-gesture control ensures instant engagement for executives of any skill level.
Train speed increases as the countdown timer approaches zero. Escalating pressure rewards fast reactions, creating an intense climax to every 30–60 second session and encouraging repeat play.
Live rankings display instantly after each session. Competitive scoring drove multiple repeat rounds throughout the 3-hour conference window, keeping executives engaged well beyond a single interaction.
The Bangkok cityscape was not a default template — it was selected specifically because Bangkok's Minister of Transportation was in attendance. A deliberate design decision that created immediate contextual relevance for the most senior audience member and signalled to all guests that the experience was tailored, not generic.
Speed-acceleration timers and real-time leaderboards are not cosmetic — they are the primary mechanism behind the 3-hour engagement window. Executives played multiple rounds chasing higher scores, extending brand interaction time well beyond a single session and generating organic competition among peers.
A corporate conference is not a gaming expo. The swipe-control interface was designed to be instantly intuitive for executives with no gaming background — two gestures, one objective, one score. Engagement started within seconds of approach, ensuring no one walked away because the game felt too complex.
Huawei product tickets embedded inside the game turned every round into a product discovery moment. Each collected ticket featured a Huawei product, meaning engagement with the game was simultaneously engagement with the product lineup — without feeling like a sales presentation or demo booth.
A large touchscreen LED wall or kiosk with a capable PC running the game engine. Instamedia tailors hardware specifications based on resolution requirements, venue conditions, and conference needs. The system supports various screen sizes and can be optimised for different display configurations. Network connectivity enables leaderboard synchronisation and real-time scoring updates.
Yes. The entire game can be fully customised and re-skinned for other conferences, roadshows, and corporate events. Customisation options include: branded 3D world matching your visual identity, custom UI/UX design, product ticket designs featuring your products, SFX/VFX and animations, game mechanics and scoring rules, and integration with your branding guidelines. The IMX Bespoke platform adapts to different themes, industries, and event contexts.
Yes. The system includes built-in support for score logic, timers, leaderboards, and prize workflows. Leaderboards display rankings in real-time, updating scores instantly as players complete each session. Prize triggers can be configured based on top scores, ticket collection milestones, or time-based achievements. Scoring mechanics can be customised to match your conference goals and reward structures.
Bangkok was selected specifically because Bangkok's Minister of Transportation was in attendance at the Huawei conference. The transportation-themed cityscape aligned directly with the train game mechanics and created contextual relevance for the executive audience. This strategic theme decision demonstrated thoughtful design and created a brand story directly relevant to the VIP guest — not a generic city backdrop.
Train speed increases progressively as the timer counts down toward zero. This creates escalating pressure that rewards fast reactions and quick decision-making. Players must swipe faster and more accurately as speed increases, making each session more challenging and intense. The mechanic ensures every game builds to a climax, maximising engagement and encouraging repeat play to beat previous scores.
The game combines premium brand integration with intuitive gameplay that requires no prior gaming experience. Executive audiences engage with the sophisticated 3D visuals, the strategic thinking required for track switching, and the competitive leaderboard elements. The quick session format (30–60 seconds) fits busy conference schedules while delivering a memorable brand moment. The activation creates genuine excitement without requiring any technical onboarding.
Each session lasts 30–60 seconds depending on game mechanics configuration. The fast-paced format keeps throughput high at conferences while ensuring every participant experiences the 3D world, collects product tickets, and sees their score. Quick turnaround encourages multiple plays per executive, maximising total engagement and brand interactions across the event window.
Absolutely. Product tickets are fully customisable and can feature any products, services, or brand elements you want to highlight. For Huawei, tickets showcased products aligned with the conference theme. Tickets can include product images, names, or promotional messages. This turns the game itself into a natural product education touchpoint — guests discover your product lineup through gameplay, not a sales pitch.
Interactive touchscreen games with premium 3D assets, speed mechanics, scoring, and leaderboards — custom-built for your brand and audience.
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