Google Play Playtime 2017 / Google Play


Every year, the most inspiring apps and games developers from around the world come together at Playtime, Google Play's series of invitation-only events where they hear the latest on how to innovate and grow their businesses.
Gramafilm are the lead agency setting the creative vision for Playtime globally while also managing and producing the Playtime EMEA event.

In 2017, 650 people came together in one of Berlin’s iconic Kraftwerk power plant, immersing them in a high tech world styled with neon and plants that grew out of the imposing brutalist structure.
"Powering your growth" was the theme concepted and brought to life through all touch points, from the invitations, to the build and interactive experiences, all the way to the food.

Guests were welcomed into the Playground with 9 experiential stations showcasing the latest Google technology, from machine learning to augmented and virtual reality.

There were two Gramafilm original creations on display: The Google Play Quiz, a racing game controlled wirelessly from a custom web app running on 4 tablets. Players raced by answering Google themed questions with correct answers moving their Android through a cartoon world. It was played throughout the day with everyone competing for the best time.

Next was the brightest installation of the day: a monolithic LED screen fronted vending machine filled with gifts. Guests operated the vending machine with their phones using an Android Instant App we created, releasing their prize.

Formal presentations were hosted on the plenary stage featuring a 10m screen, two breakout stages, nine 1:1 meeting rooms, two group discussion rooms and a slide into a giant ball pit.

The day was a success, with attendees rating the event 4.7 out of 5 and Gramafilm securing the production of next year’s 2018 Playtime event.

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