At Amsterdam’s cultural hub MACA, a group of innovative game developers gathered for a lively panel discussion on the growing role of gamification in museums. Organized by the MuseoSpace Foundation as part of the i-Game project, the event brought together creative minds including Niki Smit (Monobanda), Mila Moleman (Studio VRij), Hayo Wagenaar (Ijsfontein), Gijs ten Cate (Dropstuff Media), and Francine Boon (Sherlocked), each offering a unique perspective on how games and play can reshape the way we experience museums.
Play with Purpose
Far from being a gimmick, gamification was described not as the goal, but as a tool to serve deeper museum missions, whether that’s sparking curiosity, telling untold stories, or building a sense of community. The panellists stressed the importance of starting with intent: before diving into tech like VR or AI, museums should first ask themselves, “What do we want our visitors to feel, learn, or explore?” Only then can the right medium, digital or analog, be meaningfully chosen.
Designing for Engagement and Meaning
When thoughtfully designed, gamification helps museums tackle abstract or complex topics in ways that are easier to understand and more emotionally engaging. It places visitors at the heart of the narrative, transforming them from passive observers into active participants. From solving puzzles that teach measurement systems to navigating the evolution of money through role-play, games create memorable, educational encounters that stick.
Yet the panel didn’t shy away from the challenges. Poorly implemented gamification risks reducing learning to point-scoring and can dilute the museum’s educational value. The key is balancing play with purpose, ensuring that fun doesn’t come at the cost of depth or historical accuracy.
Beyond the Individual: Creating Shared Moments
Gamification also has a social side. Whether through multiplayer VR, escape-room-style exhibits, or simple yet clever games like the Rijksmuseum’s Secret Knock, these experiences foster collaboration and spark curiosity, even among those who aren’t directly playing. They turn museum visits into communal events, rich with shared memory and conversation.
Extending the Experience and Building Loyalty
Interactive games don’t just capture attention, they encourage repeat visits. By evolving experiences over time and allowing visitors to “level up” on future visits, museums can deepen relationships with their audiences. This approach is especially powerful in attracting younger visitors who might otherwise find museums intimidating or irrelevant. By framing the museum as a space for discovery and interaction, gamification helps broaden access and break down barriers.
Learning Through Doing
The panel also emphasized the role of play in education. Gamified experiences support active learning by encouraging visitors to apply information and see the consequences of their actions. Immersive tools like VR amplify this effect, offering realistic scenarios where people can practice and internalize concepts. From developing life skills to better understanding history, play proves to be a powerful learning mechanism for visitors of all ages.
Mind the Gap: Designing for Comfort and Access
However, the road to meaningful gamification isn’t without its obstacles. Early VR experiences were often overwhelming or inaccessible, prompting a call for better onboarding and gradual immersion. Museums must also consider practical issues like space and equipment limitations. Yet with careful design—and sometimes just simple, creative solutions—these barriers can be overcome.
Small Budgets, Big Impact
Importantly, the panel showcased how even small museums can harness the power of play. With limited resources, creative alternatives like light projections, motion sensors, and collaborations with emerging artists can still produce impactful experiences. Even low-tech ideas, like a post-it scavenger hunt, can bring joy, learning, and connection.
A Playful Path Forward
In the end, the discussion made one thing clear: gamification, when thoughtfully applied, can transform museum visits into rich, interactive journeys. It makes learning more engaging, invites new audiences in, and turns museums into spaces not just for looking, but for doing, feeling, and sharing.
As museums continue to evolve, it’s not about chasing trends or adding technology for its own sake. It’s about crafting meaningful, playful experiences that stay true to each museum’s unique story—proving that sometimes, the best way to connect with our cultural heritage is through the simple act of play.
The article is available on Linkedin and is based on the vivid discussions with top Dutch innovators in game design and interactive storytelling within the event’s podcast. Find out more by visiting the website of Museospace Foundation, a partner of the i-Game project.
Diana Fehr, Architect, Innovation Manager, Founder of MuseoSpace