Gentrification: The Game (2010)

Gentrification: The Game! is an award-winning transmedia game, which uses mobile technology to facilitate and augment offline gameplay.

It has been presented at game and culture festivals around the world to critical acclaim. Small teams compete to collect real-world properties, “convert” them, and transform the neighbourhood. As developers, they’ll build swanky lofts, erect coffee shops, and raise property values. Or, as locals, they’ll form BIAs, make community centres, and try to thwart the developers. The neighbourhood’s changing face is tracked on a mobile web app, which updates along with players’ offline actions, and allows them to strategize while moving around. The same data is replicated on a giant sidewalk chalk map, which serves as a central meeting point, and looks fabulous.



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What People Said

“Gentrification is a fantastic combination of real world action and online strategy; a bit like SimCity mixed with a scavenger hunt. What’s surprising about the game is how it uses technology so effectively – normally any kind of mobile technology is a pain to use and doesn’t provide much benefit, but I saw plenty of smartphones being used to plan tactics and outwit opponents. Certainly my favourite game out of the entire Hide and Seek festival in London.”

Adrian Hon, Six to Start

“Gentrification at Come Out and Play 2010 was so much fun! Really tight monopoly-like game design around buying and improving local properties was tied effortlessly with RIDICULOUS antics like fake petitions and flower- distributing, culminating with a completely wonderfully bombastic parade. Technology was DIY but seamlessly integrated — I’d love to see it built out into an always-on version. I loved the tone of the game too; a really fun sense of humor tied the whole thing together. I can’t wait to see what Atmosphere Industries does next!”

Gabe Smedresman, MeetGatsby

“I noticed players debriefing after the game, talking about what worked, what didn’t, and how things were in “real life.” With all due respect to the brilliant artists of the museum hall, I would be hard-pressed to configure a means by which a painting or sculpture could accommodate such reflexivity.”

Sarah Brin, Brintendo

“At each level of the game, Gentrification presented a new community dilemma regarding property (zoning, sprawl, public art, etc.). By integrating real-life interaction with local residents, a mini-community was fostered during the game itself.”

Meghan Warby, Community Manager, Cabinet Office, Communications Branch, Province of Ontario


Created with Atmosphere Industries

  • Kate Raynes-Goldie
  • David Fono
  • Alex Raynes-Goldie
  • Luke Walker


Come Out And Play

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