Skincare brand Bondi Sands targets Gen Z consumers with launch of 3D gamification experience

Napster (formerly Infinite Reality) has partnered with Australian brand, Bondi Sands, to launch a virtual experience designed to drive greater brand engagement with Gen Z consumers while educating them on the importance of sun safety.

The experience, available on web and Apple Vision Pro devices, takes users to a replica of Bondi Beach, where they can interact with a virtual beach environment, earn loyalty rewards, and play a surfing game that reflects the playful energy of the Bondi Beach inspired brand. 

Users select a digital surfboard and ride the waves, while collecting virtual sunscreen, and avoiding sharks whilst keeping track of the changing UV index. Web users control their surfboard using intuitive arrow keys, while Apple Vision Pro users use hand gesture controls.

In addition to the game, visitors can explore the Beachfront where they will find a Bondi Sands beach pop up, sprinkled with icons that, when clicked, reveal facts about the Aussie beach lifestyle and important sun safety tips. On the web, the experience integrates with the Bondi Sands loyalty programme, Club Bondi, allowing customers to earn points, unlock rewards, and climb the leaderboard.

“Our goal in creating the Bondi Sands Beachfront was to give our customers a fun and immersive touchpoint that not only deepens brand engagement but also champions sun safety education," says Kym Bonollo, Senior Director of Brand and Marketing at Bondi Sands.

“We wanted to engage younger audiences through a dynamic and gamified experience that encourages SPF awareness and healthy sun habits. With a strong global presence already established for self tanning, we saw an opportunity to spotlight our sun care range in a more interactive and meaningful way, moving beyond traditional storytelling to educate while entertaining.”

“We’re increasingly seeing brands add gamification to their immersive experience as a way to drive more engagement and ultimately, deepen brand affinity,” says Sam Huber, CEO at MENA and Global President at Napster.

“With 90% of Gen Z identifying as gamers, immersive 3D environments like the Bondi Sands Beachfront, helps the company connect with their audience in a new way that is not only innovative and fun, but feels native.”

2025 RTIH INNOVATION AWARDS

Virtual experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.