G-Star is one of the largest gaming trade shows in the world, and Google Play is a major stallholder every year. We know that most of our loyal members can’t attend in person, and we also know gamers love the thrill of the hunt, so last year we gave them access to G-Star with a gamified online experience.

If there's one thing gamers love as much as a good game, it's video game fairs. But chances are most of them can't attend in person. So when GPlay opened their booth at G-Star Korea, one of the largest gaming trade shows in the world, we knew that most of their Diamond and Platinum level Google Play Points members, their highest value users, would not be able to attend. How could we offer them an online experience as exciting as our booth? We set out to combine the best of both worlds and turned the show into an online game: a Pixel Hunt.

Each day of the event 4 of the most well-known Korean gaming influencers gave our members an exclusive walk-through of the event. Hidden in their videos were pixel codes. Users who discovered a code could unlock the power to reveal pixels on a collaborative blank canvas made up of 1.9 million pixels, hiding 240,000 unique prizes.

As users revealed pixels in real time, the community's effort was rewarded by revealing a limited edition artwork by eBoy. And loyal customers all over the country were rewarded by experiencing the event the way gamers like it: playing. An epic win for all.