W Hotels Debuts Video Game to Celebrate W Bellevue Opening

Maybe the hospitality industry is about fun and games after all. Marriott International created what it is calling the hotel industry’s first ever video game for the opening of W Bellevue in Washington. W Hotels Worldwide worked with LA-based marketing agency Pen&Public to launch the virtual touring game Belle the Bear June 15. The adventure video game allows visitors to navigate an animated character through cityscapes inside the new property.

W Hotels took a throwback-style approach to the game. The retro interface was inspired by the game Frogger, which revolved around dodging obstacles to reach a destination. In the new version, Belle is required to avoid drones and robots while collecting cocktails and W-logoed objects to gain points. Hitting a cannabis leaf will cause Belle to turn into a gummy bear and collecting one too many cocktails results in Belle’s commands being reversed.

In addition to offering a virtual interactive experience, W Hotels is rewarding players in the real world. The top five highest scores recorded before July 15 will receive prizes, including a complimentary three-night stay in the Extreme WOW Suite at W Bellevue, round-trip plane tickets for two, dinner for two at The Lakehouse and a $500 shopping spree to The Bellevue Collection.

Bellevue, Washington is a flourishing, tech-centric town with a wide audience of gamers. Anthony Ingham, Global Brand Leader for W Hotels Worldwide, said the motivation for the video game was a desire to tap into that energy. The elements of competition and incentive are part of a strategic marketing campaign.

W Bellevue includes 220 guest rooms and 25 suites, 10,000 sq. ft. of meeting space and is connected to Westin Bellevue by a sky bridge. W Hotels Worldwide currently maintains 50 hotels around the globe and is expected to continue expanding within the U.S.