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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, an initiative of the Madrid City Council. 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 Mayrit, a digital avatar integrated into the experience, 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, the digital avatar guiding the experience
We integrated Mayrit as the virtual guide of Senda Estelar, connecting the different points along the route and accompanying visitors throughout the 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.
