ServiceNow worked with Groove Jones to design an exciting guest activation for their annual Knowledge 2024 Event in Las Vegas, highlighting their client, the National Hockey League (NHL). This activation engaged attendees by transforming them into NHL athletes through a personalized video game called Shot Challenge. Over 29,000 people attended the 4-day event. You can see our XR Avatar Scanner in the background in front of the main hall entrance. We had a prime spot to attract NHL and technology fans to participate in the experience.
The production leveraged the cutting-edge technology of our XR Avatar Scanner, enabling our team to capture lifelike scans of event participants and convert them into digital avatars, which were then integrated into a custom-built video game.
The experience needed to be seamless, user-friendly, and accessible across common mobile platforms while ensuring stringent data privacy and security standards.
Overview Video of the Experience
NHL Shot Challenge Game
The central element was developing an interactive game called the NHL Shot Challenge. Guests registered on-site and then were scanned in our XR Avatar Scanner, a volumetric camera system tied to our proprietary platform. It turns them into fully interactive digital avatars that appeared on a custom-branded hockey rink, where they skated through obstacles to accumulate points.
Guests were scanned and then digitized into a 3D avatar, where they competed on the ice.
The experience had a real-time leaderboard that fostered a competitive atmosphere by displaying daily top scores and participant rankings. This not only increased engagement but also motivated attendees to participate multiple times.
The leaderboards also served as a great backdrop for photos to share on social.
Attendees registered via a QR code, went through the scanning process, and interacted with the game platform.
Video of the User Journey
Walkthrough of Shot Challenge
As the experience kicks off, you’re instantly taken to a bustling hockey stadium. You quickly move down to the ice, where your avatar, already in skates, is ready to go. The jumbotron is lit up, displaying the Service Now Knowledge event slogan: “Put AI to Work for People.”
The game’s objective is straightforward and fun—skate down the rink, weaving between cones and other obstacles to grab green floating objects for points. Once past these hurdles, your avatar takes a shot at the goal.
The scene feels like a live hockey match, with fans cheering loudly and lively music playing in the background, making the game both exciting and immersive. In the end, you must face off against the goalie for a chance to make the game-winning score.
Each user received a personalized “Instant Replay” video of their gameplay, which highlighted their performance and the game’s outcome. These videos were optimized for sharing on social media platforms.
To manage participant data, a secure, web-based registration system was implemented. The system ensured that all personal information was deleted after the event, aligning with privacy regulations.
The operational setup was carefully planned to ensure smooth operation. This involved deploying the necessary technology and staffing, including setting up the XR Avatar Scanner and coordinating Groove Jones support staff.
These efforts ensured participants could move seamlessly from registration to engaging with the game.
Learn more about ServiceNow here – https://www.servicenow.com/
Award-Winning Production
SILVER AWARD – Vega Digital Awards
Category: Apps & Softwares / Experimental / Innovative
SILVER AWARD – Vega Digital Awards
Category: Apps & Softwares / Best Use of AI & Machine Learning
GOLD – 2025 HORIZON INTERACTIVE AWARDS
CATEGORY: INTERACTIVE – KIOSK / PUBLIC EXHIBIT