Roadshow Games in Singapore: Mall Activations People Stop For
How to plan roadshow games and mall atrium activations in Singapore: game formats, queue design, staffing, PDPA-safe lead capture, lucky draw rules and metrics.
Frequently asked questions
What kind of roadshow game works best in a Singapore mall?
The best roadshow games are readable from ten metres away, take 30 to 90 seconds to play, and give a clear win moment that other shoppers can see. QR-launched mobile games suit high-traffic atriums because many people can play at once on their own phones, while a single hired machine like a claw or basketball game draws a crowd but caps how many people you can serve per hour. Pick the format that matches your goal: crowd spectacle, sign-ups or product trial.
Is a QR mobile game or hired arcade hardware better for a roadshow?
A QR mobile game runs on visitors' own phones, so throughput is not limited by how many machines you rent, and the same game can keep working after the event through packaging or social posts. Hired hardware such as touchscreens, arcade machines and photo booths is more visible from a distance and needs no phone, but one unit can only serve one player at a time. Many good activations combine both: one visible physical hook, with the actual game and sign-up on the phone.
Can I require people to give their contact details to play a roadshow game?
The PDPC's Advisory Guidelines on Requiring Consent for Marketing Purposes say organisations should generally let people choose whether to consent to marketing, but recognise that offers, discounts or lucky draw opportunities can be made conditional on personal data being used for specified purposes. Whether that is reasonable depends on the facts, so keep the data you ask for minimal and the marketing opt-in a separate, unticked box. Avoid collecting full NRIC numbers for a lucky draw.
Do I need a licence to run a lucky draw at a mall roadshow in Singapore?
A business running a lucky draw or game of chance to promote its own non-gambling goods or services is covered by the Gambling Regulatory Authority's class licence for trade promotions, so no application is needed. You cannot charge a fee to take part, you must give participants the rules and how winners are chosen, and for draws that are not instant you must keep records for at least five years. Participation can be tied to a purchase.
How do you measure whether a mall roadshow activation worked?
Decide the one metric that matters before the event: participants, opted-in sign-ups, redemptions or product trials. Count footfall past the booth by hand for sample periods so you can calculate a stop rate, and track QR scans, completed plays and redemptions separately. Measure again two to four weeks later, because a list that never converts after the roadshow was a cost, not an asset.
An insight from Rampage Connect — a Singapore digital marketing and web studio. Contact: hello@rampageconnect.com