Bringing Surf Life Saving to Life Through Interactive Gaming

Client: Ampol

Agency Partner: Gemba

Event: Coolangatta Gold

Experience: Custom Interactive IRB Racing Game

The Challenge: Creating an Authentic Surf Life Saving Experience

As a proud partner of Surf Life Saving Australia (SLSA), Ampol wanted to bring its sponsorship to life through an exciting, interactive experience at the iconic Coolangatta Gold event.

Working alongside sports marketing agency Gemba, SportSim was tasked with creating a custom game that would capture the excitement of surf lifesaving while providing a fun, memorable brand experience for event attendees.

The challenge was to strike the right balance between authenticity and entertainment. The game needed to accurately represent the sport, its equipment and environment, while remaining accessible and engaging for players of all ages and abilities.

The Solution: A Custom-Built IRB Racing Experience

SportSim developed a bespoke Inflatable Rescue Boat (IRB) racing game, putting players in control of their own virtual surf lifesaving rescue boat.

Inspired by the real-world action of IRB racing, the game challenged participants to navigate a virtual ocean course, testing their speed, steering and boat-handling skills.

To deliver an immersive and authentic experience, SportSim incorporated several custom features:

Realistic 3D environment: A custom-designed waterfront setting capturing the atmosphere of Australian surf lifesaving.

Authentic IRB design: A detailed, Ampol-branded inflatable rescue boat modelled on real-world surf lifesaving equipment.

Custom 3D characters: Realistic lifesaver characters positioned inside the boat, bringing the experience to life.

Advanced physical controls: A dedicated joystick and throttle system, giving players hands-on control of their boat`s steering and acceleration.

Accessible, exciting gameplay: Intuitive controls and an engaging racing format designed to appeal to both younger participants and adults.

The combination of custom 3D graphics, realistic equipment and physical controls transformed a traditional video game into an immersive, hands-on brand activation.

The Results: High Engagement Across All Ages

The Ampol IRB Challenge proved to be a popular attraction at the Coolangatta Gold, generating strong participation and engagement throughout the event.

The experience attracted players across a broad range of age groups, from children and families through to adult surf lifesaving enthusiasts.

By combining the excitement of competition with an authentic representation of surf lifesaving, the game created a memorable connection between Ampol, its SLSA partnership and the event audience.

Importantly, the activation went beyond traditional sponsorship signage, giving attendees the opportunity to actively participate in an experience directly connected to the sport.

Beyond the Game: Custom Experiences That Bring Brands to Life

The Ampol IRB Challenge demonstrates SportSim`s ability to develop completely custom interactive game concepts, combining bespoke 3D environments, branded assets, realistic gameplay and specialised hardware controls.

From initial concept through to game development and event activation, SportSim helps brands transform sponsorships and marketing campaigns into engaging, memorable experiences.

Looking to bring your next brand partnership or event activation to life? Talk to SportSim about creating a custom interactive game experience.