Emirates

In collaboration with Emirates’ global experiential agency Pulse, Tokyo Digital developed a suite of digital products and interactive games for major international events, including the Commonwealth Games. These experiences were deployed in cities like London, New York, Dubai, and Glasgow, across large multi-screen installations, interactive kiosks, and web platforms.

The project demanded a high level of flexibility and performance. Each game needed to run smoothly across different platforms and hardware setups, while offering a consistent, engaging experience. A key challenge was enabling fast, secure onboarding at scale — particularly important at busy events where long queues could negatively impact user engagement. The game mechanics also had to guard against repeat participation to ensure fairness in prize distribution.

We built a data capture and player onboarding system using NFC and Bluetooth, allowing visitors to register in advance and check in seamlessly with their phones. This sped up access, reduced queues, and enhanced the overall experience. We also designed multiple games tailored to Emirates’ brand goals — from trivia about in-flight services to challenges involving flight paths and timings. These were built to both entertain and educate, encouraging users to engage with Emirates’ offering in a playful, memorable way. Our work positioned Emirates as a digitally forward brand while demonstrating Tokyo Digital’s ability to deliver high-performance experiences on a global stage.