As part of its 50th anniversary celebrations, Swire Properties recently launched a virtual game titled “Personally Yours”. It was the second time for the Company to launch the game. The game continued to offer superior visual effects, creative concept of a parallel world, connection between the virtual and the real worlds and interesting socialising function, as well as including new features like digital collectibles and the application of the web 3.0 technology.

Adhering to Swire Properties' core philosophy of “creative transformation” and practice of integrating rich digital art resources, the game offered consumers three gameplay options: tailor-make a personalised avatar, create exclusive digital artworks and experience both online and offline interactions. The ultimate goal of was to attract consumers to the Swire Properties malls.

Han Zhi, Director, Retail at Swire Properties, said innovative practices of the virtual interactive space reflect one of the achievements of “ORIGINAL. ALWAYS.” The digital game marked another attempt to reach more consumers. Swire Properties hoped to provide personalised shopping experiences with cutting-edge technologies while helping its tenants to further understand consumers' demand, which in turn could assist them to make better plans for their future products and offer better services.