A next-gen experience where AR
gets real.
The goal Imagine innovative and engaging augmented reality experiences that push the boundaries of the gaming and entertainment industries.
When Deutsche Telekom set out to explore the future of entertainment, they tapped Kevin Flores and his UX Incubator Lab partners at CapTech to lead product research, concept development, and experience design strategy. The goal: to imagine innovative and engaging augmented reality (AR) experiences that could push the boundaries of the gaming industry.
The outcome:THE HIVE
The blended Reality Experience
A bold new concept in immersive gameplay and entertainment and multi-layered AR experience where players control virtual drones in competitive “Hives,” battling in real-time through a mobile app from multiple locations.
To raise the stakes, the experience was paired with a companion reality TV show that teamed gaming influencers and celebrities with everyday players from across the globe.
What is Blended Reality?
A bold, new concept, created by fusing tech innovation, buzz-worthy gaming strategy, and pop culture entertainment — redefining what it means to watch, play, and participate.
More than just a game.
Viewers became active participants, influencing in-game outcomes through crowd-sourced challenges and social engagement. To bring the concept to life, we developed a global omnichannel marketing strategy that included influencer campaigns, Twitch integrations, live events, and a televised World Hive Championship—complete with a celebrity spokesperson and live studio audience. It was a bold fusion of product, platform, and pop culture—redefining what it means to watch, play, and participate.
a Step by step innovation summaryStep 1Environmental AR gaming
Create global augmented reality ‘Hives’ near real-world landmarks. In-app Hive locator maps guide AR gamers to these locations, where they develop strategies to attack, overtake, claim, and defend them using AR drones, defenses, and weapons.
Step 2Engage at home gamers
Let players join the action from anywhere in the world. At-home gamers can log in remotely to launch attacks and compete for control of any AR Hive—no need to be at the physical location. They’ll battle in real time against other players on-site or tuning in from across the globe.
Step 3UX strategy meets UI style
To bring the AR drone experience to life, we created an intuitive interface shaped by rapid UX research and playtesting. Players wanted personal expression and strategic upgrades, so we delivered a fluid, gesture-based system for customizing skins, boosters, and unlockable parts—transforming the control panel into a digital garage built for creativity and tactical advantage.
Step 4The influencer marketing game
We developed an influencer-led marketing strategy that tapped into the competitive spirit of the gaming community. Celebrity gamers kicked off the campaign, each leading their own squad and challenging others to join their team in a quest for global domination. This peer-driven momentum built toward a high-stakes, televised world championship—blending entertainment, gameplay, and audience participation into one seamless experience.
Step 5Casting with
cred
For the Season One, televised Global Championship, we needed more than star power—we needed authenticity. Recommending a female host wasn’t just about visibility; it was a strategic move to empower and grow the female gamer community. Michelle Rodriguez, known for Fast & Furious and Resident Evil, also happens to be a very legit gamer. With roots in DOOM and a love for Call of Duty, she brought instant credibility and crossover appeal—uniting players and fans across the spectrum.
Step 6The World Hive Championship
The experience culminated in the World Hive Championship—a televised AR drone battle with a studio audience and global stakes. The top 10 gaming influencers are paired with the game’s highest-ranked non-professional players to form dynamic duos competing in a tiered, elimination-style tournament across virtual “Hives” worldwide. The event also debuted exclusive new features within the gaming app, released to the public immediately after the championship.
While celebrity influencers get compensated for their participation, the everyday gamers have the chance to claim glory on a global stage.
The winning team is crowned the inaugural World Hive Champions, earning $150,000 in cash and a collection of gaming-sponsored prizes for the everyday gamer.
The TeamCreative Director:
Kevin Flores
Account Director:
Jon Bradway
Client Executive:
Drew Reifenberger
Art Director:
Jeremy Chapline
Interaction Designer:
Chris Lacroix