The French Armed Forces Ministry leaped for the virtual realm to reach young and talented recruits in the 18-35 demographic. Landvault assisted them in constructing an experience in the virtual platform Decentraland that consisted of a virtual training course with various outposts. Each outpost offered a unique theme and challenge for the player.
From ideation to construction
Landvault offered an end-to-end solution for this project. This included the concept and ideation of the experience as well as the design and construction. Built on a 4x2 parcel in Decentraland, there was ample space to build an experience that was designed to engage the audience. Players were able to complete gamified challenges, interact with NPCs, as well as take part in quizzes.
As mentioned before, the experience consisted of various outposts. At each outpost, players take part in a blend of gamified challenges including videos, NPCs, and interactive quizzes that must be completed to unlock exclusive wearables and progress to the next stage.
Once the player conquers the third outpost, they are able to unlock more than just a virtual wearable. They gain access to a recruitment link that offers users an innovative way to explore job opportunities within the French Armed Forces Ministry. As an additional layer of competition, a leaderboard tracks participants' quiz scores and race completion times, rewarding top performers with a camouflage suit wearable for their avatar.
How gaming experiences engage
Beyond pure entertainment, the gamified elements mentioned were designed to educate participants about the skills and values essential to military service. The experience goes beyond just traditional recruitment methods, engaging a younger audience through gamification. It positions the French Armed Forces Ministry as a government institution venturing into the virtual space which is a step to changing the way individuals approach military careers, and highlights an innovative and engaging path forward.
Since the launch in September and at the time of writing, the experience has garnered over 45,000 unique sessions, over 600 wearables have been redeemed, and has had peak dwell times of over 15 minutes. There have been some cases of super-engaged fans staying in the experience for upwards of 20 minutes. These metrics signify the success and engagement of the experience in attracting a younger audience.
What they say
“When you cooperate, you operate: thanks to an agile collaboration with Landvault, the French Armed Forces Ministry is offering an immersive experience in a new virtual world for young people.”
Axel van de Ridder - Digital Marketing Manager
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