The Power of Play: How Gamification Is Changing City Engagement

We’re kicking off a new series on Welcome to Leeds where we hand the mic to people shaping the city, from creatives and business leaders to those working behind the scenes to make Leeds what it is. First up is Martin Dickson, Head of Brand at LeedsBID, who shares his take on having a more playful city. 

In 2024, LeedsBID transformed the city into a real-life board game, and the results were anything but child’s play. The MONOPOLY Leeds Takeover brought Hasbro’s iconic game to the streets, turning well known landmarks (Leeds Corn Exchange, Victoria Leeds) into playable moments in a giant city-wide experience. Visitors collected maps, MONOPOLY moments were brought to life, and they even stepped inside the famous jail. The outcome? It saw over 550,000 visitors, with a gross value added (GVA) of around £3.3m, proof that gamification can powerfully reshape how people experience a place.

Behind the fun was a strategy with serious intent. LeedsBID (Leeds Business Improvement District) has long championed creative ways to drive footfall, increase dwell time, and encourage repeat visits, which are key metrics for a thriving city centre. MONOPOLY Leeds Takeover gave people a reason to explore beyond their usual paths (how people had wandered to The Junction before?), linger longer, and return to finish the game. By embedding play into the urban fabric, the BID turned casual passers-by into active participants, shifting the city centre from transactional to experiential.

Other cities are embracing this playful approach too. In February 2025, Manchester hosted the Super Duper Family Festival, a four-day event that turned the city into a giant playground. Families navigated an 18-metre hedge maze in Exchange Square, rode a vintage carousel in St Ann’s Square, and enjoyed retro video games, circus skills workshops, and DJ-led family raves. The festival’s six themed Play Zones, including The Garden and The Arcade, offered free activities that encouraged exploration and engagement across the city centre.

Now, LeedsBID is raising the stakes again with one its most ambitious project yet: Wonderland Awaits. A project that sits perfectly in their new term goals of welcoming, inspirational and ambitious. 

Launching 26 July to 31 August 2025, this immersive summer experience invites visitors to tumble into a dreamlike version of Leeds inspired by Alice’s Adventures in Wonderland. The BID is once again gamifying the city, only this time, it’s with teacups, riddles, and talking cats. The trail will feature theatrical performances (at weekends), fantastical set-pieces from creative studio Cuddle Creative Works, and an interactive puzzle with weekly prizes. Visitors will be encouraged to collect clues, explore hidden corners, and experience Leeds through the lens of the famous books by Lewis Carroll.

The project, like MONOPOLY, involves a huge network of partners, from Leeds Corn Exchange to Aire Park, Trinity Leeds to the Royal Armouries, all working together to animate the city. And crucially, it’s all free, ensuring accessibility and widespread participation.

These interactive city-wide experiences reflect a growing trend: place-makers and BIDs are leaning into gamification as a tool to engage communities and visitors alike. When done well, it doesn’t just drive footfall, it creates memories, builds loyalty, and positions a city as a destination that surprises and delights.

Leeds is fast becoming a leader in this space. Through playful, large-scale events like MONOPOLY Leeds Takeover and Wonderland Awaits, the city isn’t just hosting experiences—it’s becoming one.

As Andrew Cooper, Chief Executive of LeedsBID, puts it:
“These moments of creativity and colour delight families and visitors, and encourage everyone to embark on their own mini adventures. People don’t just come to Leeds—they come to play.”

Find out more about this summer’s upcoming trail at wonderlandleeds.com and follow @wonderlandleeds to join the adventure.