Cloud & Business Apps
Cybersecurity
Data & AI
IoT & Connectivity
Industry
Health
Banking and Finance
Public Sector
Retail
Tourism and Leisure
Transport & Logistics
Energy & Utilities
Smart CitiesTelefónica, together with their partner Deusens, has designed and developed Senda Estelar, an immersive outdoor experience located at the Madrid in Game Video Game Campus. Visitors can use their mobile devices to explore five interactive stops based on augmented reality, discovering how gamification technologies and video games have real-world applications in educational, professional, and social contexts. The experience offers a self-guided tour led by a digital avatar (Mayrit), featuring interactive challenges and an achievement system that transforms the walk into a participatory adventure. This initiative puts technological innovation at the service of public engagement, creating an accessible, free experience designed for all audiences.
About the project
Highlights of the success story
An immersive and gamified experience
Augmented reality technology transforms the physical environment into an interactive space, allowing visitors to discover contextualised digital content throughout the tour. Users complete challenges and earn badges, enriching their visit with a participatory, educational and memorable experience.
Innovative integration between the physical and digital worlds
The combination of geolocation, digital content, and interactive elements creates a phygital experience that connects real spaces with virtual experiences.
Mayrit, a virtual avatar who guides the entire experience
Smart assistance via a digital avatar that acts as a virtual guide, linking the different points along the route and facilitating an immersive, personalised and gamified experience.
An accessible technology for everyone
The solution developed by Telefónica offers an intuitive, independent, barrier-free experience, bringing innovation within reach of every visitor.
