It was created in response to meet the national objectives of bringing knowledge to Singaporeans and cultivating knowledge discovery through technology. This campaign addresses the decline in interest and enjoyment of reading amongst Singaporeans, driven by the rapid proliferation of other forms of entertainment and content formats over the last decade.

Background: Technology has increasingly encroached on the literary space, leading people to spend less time reading books. Each new technological advancement—radio, television, gaming consoles, mobile phones, and now artificial intelligence—has often been viewed as a growing threat to the culture of reading.

Experts have even predicted that AI could be the final blow to traditional reading habits, signaling the need for a revolutionary solution to restore the relevance of reading in the digital age. The solution?

To reignite interest in reading, especially among younger audiences, by making books desirable again through the integration of modern technology (AI) with the enriching experience of traditional book reading. Instead of contributing to the decline, Playbrary uses AI in a responsible and innovative way to reinforce and encourage reading, ensuring that technology enhances rather than diminishes the literary experience.

Execution: Playbrary utilizes modern Large Language Models (LLMs) like ChatGPT, trained on extensive datasets featuring centuries of literature.

Building on a dataset of over 250 million pages of the greatest stories ever written, we trained an AI model to creatively deconstruct linear narratives into interactive, branching storylines. By reimagining key character developments and plot arcs, the AI generates game missions that allow players to make choices affecting the game's outcome.

This approach exemplifies AI's ability to redefine creativity, offering new forms of narrative expression and utilizing AI in unprecedented ways. The model ensures multiple endings, scenarios and challenges that respond dynamically to players' decisions while staying true to the original narrative, intent and authorial voice.

This promotes a deeper connection between the players and the character, allowing one to immerse into the story through gameplay.

Results: With zero media spent, the "Playbrary" campaign achieved outstanding results, both in terms of player engagement and educational impact:

Reach: Since April 2024, we have had 30,000 visitors on playbrary.ai. organically. Engagement Metrics: Playbrary achieved significant engagement, with an average playtime of 12 minutes per book. Media Coverage: The campaign achieved substantial media coverage and social media buzz, generating over 60 million impressions in PR.

Conclusion: "Playbrary" stands as a testament to the potential of integrating educational content within entertainment platforms. By merging the worlds of AI, gaming and literature, we created an unique and memorable experiences for everyone to fostering a love for reading and learning in a whole new way.

The high levels of player engagement, strong media pick-up, and substantial social media traction underscore the campaign's success and its positive impact on both education and entertainment.

This campaign is only a beginning to encourage a deeper connection with the literature and making reading more accessible and engaging for a modern audience.