The “Culture to Commerce” is how a gaming experience turned Thailand’s Deep Culture into a destination where pop culture meets commerce. Tourism Authority of Thailand partnered with YGG to introduce ‘Home Sweet Home - Survive Obt2’, a multiplayer game that builds on the success of its previous version by taking the gaming experience to the next level and turning it into a gateway that interconnects and activates the experiences in the virtual world, the

spiritual world and the real world for the first time. It has become the new craze among gamers worldwide, the hope of all the temples and affiliated small businesses was revived by a new form of sustainable virtual tourism.

The number of visitors to Thailand have plummeted due to the pandemic’s impact, which resulted in the loss of significant sources of income that most temples, affiliated small businesses and local communities depended upon. The Tourism Authority of Thailand needed an idea that could help sustain the living home of Thailand’s deep culture.

The Tourism Authority of Thailand partnered with YGG to introduce ‘Home Sweet Home - Survive Obt2’,a multiplayer game that builds on the success of its previous version by taking the gaming experience to the next level and turning it into a gateway that interconnects the virtual world, the spiritual world and the real world for

the first time.

Helping Thailand connect to global gamers and invite them to escape to new thrills of beliefs as superpowers, where gamers immerse themselves in beliefs and explore the sacred temples and sanctuaries inside-out. It engaged players on a deeper

level by giving them the chance to virtually take part in ancient rituals, interact with the objects and use supernatural powers from hidden amulets uncovered during the gameplay, to help them stay protected and fight against the evil forces.

Moreover, as gamers learnt about the superpowers of amulets, occult rituals and

spiritual activities, they were offered a chance to get their hands on their favorite

amulets and other items through a link to TAT website, where they could purchase and get their items delivered, or even book activities they wished to experience in

real life. All the temples and affiliated small businesses was revived by a new form of

sustainable virtual tourism.

A totally new journey of discovery into Thailand’s deep culture, where gamers could immerse themselves in age-old beliefs and explore the numerous sacred temples and sanctuaries inside-out, this new version engaged players on a deeper level by giving them the chance to virtually take part in ancient rituals, interact with a range of sacred objects and even use supernatural powers from the various hidden amulets they would unexpectedly uncover during the gameplay, to help them stay protected and fight against the evil forces within the game. Moreover, as gamers learnt more about the fascinating superpowers of each amulet, occult rituals and spiritual activities, they were offered a chance to get their hands on their favorite amulets and other sacred items through a link to the website within the game, where they could purchase and get their items delivered, or even book certain activities they wished to experience in real life.

As a result of ‘Home Sweet Home – Survive Obt2’ becoming the new craze among gamers worldwide, the hope of all the temples and affiliated small businesses was revived by a new form of sustainable virtual tourism.

• 368 million YouTube, Twitch and Bilibili views

• 270 million media impressions

• 142 million earned media value and rising

• 246% increase in time spent on TAT’s website

• Traffic to TAT’s website up 50x

• On average players spend 15 minutes on a journey to deep culture in game

• +300% site

visitors converted into shoppers