The game, hosted by famous character Mr. Bean, hopes to move tourists to less crowded areas of the city, rewarding them with points that can be exchanged at local retailers and restaurants

Major cities often encounter congestion that can make it difficult for residents to get to work and for tourists to visit the sites they'd like to see. To help reduce traffic and improve circulation, London's tourism board, along with London and Partners, created Play London with Mr. Bean, an app aimed at alleviating some of this congestion.

The game is hosted by the popular character Mr. Bean and is aimed at pointing tourists towards less common attractions. The goal is to reduce overcrowding by, for example, directing visitors to lesser-known areas like Greenwich, at once offering travelers a wider variety of sites to see while also helping reduce crowds at the most popular destinations.

The game, designed for people staying in London for multiple days, will award players points for reaching certain levels. These points can then be redeemed at specific retailers, restaurants and locations. The app creates a win-win situation for both the tourists and those business they may not have known about.

While London has more than enough attractions, visitors can become concentrated in a specific area. This game is a smart way to try to spread tourists out while also benefitting businesses by directing visitors to them. This marks a creative implementation of app-based technology, helping to reduce overcrowding in a way that is entertaining and beneficial to all.

Play London


Lead image: taking photo with phone in London stock photo from MinDof/Shutterstock

Major cities often encounter congestion that can make it difficult for residents to get to work and for tourists to visit the sites they'd like to see. To help reduce traffic and improve circulation, London's tourism board, along with London and Partners, created Play London with Mr. Bean, an app aimed at alleviating some of this congestion.

The game is hosted by the popular character Mr. Bean and is aimed at pointing tourists towards less common attractions. The goal is to reduce overcrowding by, for example, directing visitors to lesser-known areas like Greenwich, at once offering travelers a wider variety of sites to see while also helping reduce crowds at the most popular destinations.