The Video Game for Carpigiani: a Serious Game Example
Are you looking for a serious game example for companies or brands? You’re in the rightplace.
Today we’ll take a closer look at the Carpigiani case study—global leader in the production of machines for artisan gelato.
The company is known for its investments in technological innovation, the high quality of its products, and its widespread technical assistance network, with a presence in over 100 countries worldwide. One of its distinctive features is its focus on professional training in the sector through Carpigiani Gelato University, the international gelato school with a network of 24 campuses across 22 countries.
Scale Up is the serious game we developed for Carpigiani. It focuses on the gelato maker’s career journey, a climb toward success that starts with opening the first shop and leads to creating a centralized production lab supplying multiple stores. The gelato maker becomes a trueentrepreneur, supported by Carpigiani technology and its training school.
Context and Goals
Scale Up is a serious game example centered on a professional growth path, designed to be used in multiple contexts, both online and offline.
The video game was created to be showcased at an industry trade fair and later made available online across devices and major operating systems. As mentioned, the main goal of the Carpigiani game is to inform users about the gelato maker’s training journey, showing how this professional can become a real gelato entrepreneur. But the objectives are multiple: through the game, the brand can tell its story and highlight its strengths. From this angle, the game takes on a strong narrative value.
And that’s not all. Scale Up is also a useful lead generation tool: at the end of the match, the player can receive a discount on Gelato University training courses by entering their contactdetails in the dedicated form.
One game, many wins.
In short, a branded video game can become a strategic asset to achieve different results, and this is one of the most powerful aspects of advergaming.
Scale Up at the Trade Fair
Scale Up landed at SIGEP 2024, a key foodservice event attracting international professionals in gelato, pastry, coffee, bakery, and pizza.
The game was designed to draw in event visitors, engaging them with useful information about Carpigiani opportunities, from training to technology solutions. All participants can play directly from their smartphone, which becomes the controller for the game displayed on the monitor.
To start the game, they simply scan the QR code on the screen with their phone.
As the serious game progresses, a Carpigiani team member explains the different phases of gameplay and describes the gelato maker’s growth path and business journey.
The Video Game: Scale Up
Why does Scale Up represent a serious game example?
In fact, we generally talk about serious games when a game is designed for purposes beyond pure entertainment—such as education, training, health, or social awareness.
It’s a solution that uses game elements to engage and motivate users, improving learning and helping tackle real-world challenges in different contexts.
In the Carpigiani case, Scale Up offers a gamified path aimed at sharing information about a specific professional sector and the distinctive features of the company’s products.
You won’t find only animated characters and challenges: the experience also includes infographics and captions that go deeper into the technical aspects of gelato machines and the commercial scenarios connected to the context.
The gameplay is made up of three levels, corresponding to three major steps in the professional journey:
Easy Way Level – Opening the first gelato shop, the first step into entrepreneurship.
Best Way Level – To meet growing demand, the gelato maker increases production by introducing new machines.
Multi Way Level – The gelato maker opens new stores and supplies them through an advanced centralized production lab.
With a catalogue of over 300 games, we give brands and companies the chance to choose the right game and customize it end-to-end. Alternatively, they can create a brand-new video game from scratch, as in the Carpigiani case, based on needs and business strategy.
We work with innovative brands and companies that want to build a new relationship with their audienc. Fresh, engaging, interactive. On our GameZine you can find useful insights and practical case studies that can inspire your work:, Balenciaga, Continental, MediaWorld, and many others.
If you have a game in mind for your company, or you’d like to explore the solutions best suited to your brand, feel free to reach out for a virtual coffee.
