Digital Transformation Consulting

Changi Airport Group faced the challenge of maintaining strong passenger engagement and extending the airport experience beyond physical visits. To address this niche issue, Accenture collaborated with Changi to develop ChangiVerse, an immersive metaverse experience built on the Roblox platform. The tailored solution involved recreating key airport attractions, such as Jewel Changi Airport’s Rain Vortex, Forest Valley, go-kart racetrack, and Jurassic Mile cycling path, within a digital environment. Users can earn tokens for virtual goods, interact with non-playable characters for guidance and fun facts, and unlock exclusive experiences like access to a virtual VIP room. The strategy focused on creating a highly engaging and "sticky" digital platform through gamification and interactive elements, designed to extend the airport's influence and foster ongoing customer engagement outside of physical travel.

In the first three months post-launch, ChangiVerse recorded over 7 million visits globally, with more than 2.5 million unique users engaging with the experience. The initiative successfully boosted interest through influencer promotion, digital marketing, airport campaigns, and contests offering airline tickets to top-performing go-kart racers. This innovative virtual environment not only reinforced Changi Airport’s reputation for entertainment and customer experience but also demonstrated a new frontier of customer interaction by blending real-world brand elements with immersive digital engagement. The project exemplifies how major airports can leverage metaverse technology to deepen customer loyalty, expand brand appeal internationally, and create memorable, interactive travel-related experiences in a virtual space.