Mônica Av. Paulista / MASP

Official presentation: numbers and insights

Prefeitura de São Paulo

Caça às Estátuas: One giant city game board

The biggest urban, cultural and tourism game in the history of São Paulo.

91 Statues
19.192 Players
27 States (all of them!)

I want one too! Explore the 3D map

Wow! Planetary scale

Astronomical distances

11,1 ×

The distance covered in the hunt could go 11.1 full laps around the planet!

1,15 ×

Players walked 1.15 times the distance from the Earth to the Moon!

About the game

The city became one giant game board, and thousands of people got to visit their favorite characters while discovering the city's history and landmarks.

Mônica

Av. Paulista / MASP
Cebolinha

Parque Ibirapuera
Cascão

Beco do Batman / Vila Madalena
Magali

Mercado Municipal / Centro
Bidu

Liberdade / Centro Histórico
Milena

Parque Villa-Lobos

Numbers

3.2 years Total time played
15.976.470 Points scored
19.192 Players
444,722 km Kilometers covered
15.384 Missions completed
6h 38min Average time per player
79.580 Statues captured
104.3 km Average distance per player

3D modeling

The whole gang in 3D

Every character in the game got a 3D model: 25 from Turma da Mônica, shown on the map in their original colors and in the statues' gold and silver finishes.

Mônica
Cebolinha
Cascão
Magali
Chico Bento
Bidu
Penadinho
Astronauta
Milena
Horácio
Paulistinha
Franjinha
Jeremias
Rosinha
Zé Lelé
Piteco
Dorinha
Tina
Marina
Luca
Nimbus
Do Contra
Louco
Jotalhão
Floquinho

Gamification

Missions and achievements

On top of capturing statues and nailing the quiz, players completed missions for bonus points: 17 rules designed to get people out at other times of day, into other neighborhoods and even onto the streets in the rain.

Where the points came from

Capture Go to the statue (within 50 meters, by GPS) and take a photo of it.
Quiz A surprise question from Paulistinha: get it right and earn more points.
Missions Challenges with their own rules, worth bonus points.
Leaderboard Each player's score decides the winners.

Rule types

Time 5 missions
Weather 1 missions
Place 4 missions
Collection 7 missions

Weather

Drizzle Dodger

Rule Capture a Cascão on a rainy day.

The idea Cascão runs away from water, so he only counted for this mission when it was raining. And the rain on the map followed the city's real weather forecast.

“It will rain in the game whenever the chance of rain in the city of São Paulo is 50% or higher over that day's 24-hour period.”

Game FAQ

Time

The Urban Hunter

Rule Capture 10 statues in a single day.

The idea Turns a stroll into a marathon and rewards whoever plans the day's route.
Time

Friend of the Gang

Rule Capture 5 different characters in a single day.

The idea To find the whole gang in one day, you have to cross neighborhoods.
Time

Magali's Appetite

Rule Capture 3 Magali statues between 12 p.m. and 2 p.m.

The idea Only counts at lunchtime, as the gang's biggest eater would insist.
Time

Foolproof Plan

Rule Capture at least 1 statue a day, 7 days in a row.

The idea Named after Cebolinha's schemes, it builds the habit of coming back to the game every day.
Time

Flying Bunny Bash

Rule Capture a Cebolinha and, right after, a Mônica.

The idea The capture order tells the comics' running joke: after Cebolinha comes Mônica's bunny bash.
Place

Park Hunter

Rule Capture 11 statues in parks.

The idea Takes the hunt to the city's green spaces.
Place

Queen of the Avenue

Rule Capture every statue on Avenida Paulista.

The idea A nod to Mônica, the boss of the street, on São Paulo's most famous avenue.
Place

Heart of São Paulo

Rule Capture 3 statues downtown.

The idea Takes players to the historic center, where the city was born.
Place

Edge Explorer

Rule Capture 3 statues on the city's outer edges.

The idea Takes the hunt to the edges of the map, far from the downtown circuit.
Collection

Mônica Expert

Rule Capture every Mônica statue.

The idea A collection of just the main character, spread across the whole city.
Collection

Detective Cebolinha

Rule Capture every gold Cebolinha statue.

The idea Takes a detective's eye: of all the Cebolinhas on the map, only the gold ones count.
Collection

The Limoeiro Gang

Rule Capture one statue of each: Mônica, Cebolinha, Cascão, Magali and Milena.

The idea Gathers the gang from Limoeiro, the comics' neighborhood, in your album.
Collection

Louco's Crazy Route

Rule Capture all 3 Louco statues.

The idea Louco shows up in just 3 spots in the city: a route as crazy as he is.
Collection

Golden Gang

Rule Capture every gold statue.

The idea The finish counts too: the gold ones make up a collection of their own.
Collection

Toy Collector

Rule Capture every Toy statue.

The idea The characters' Toy versions become a set to complete.
Collection

Gang Champion

Rule Capture all 91 statues.

The idea The complete album: the goal for those who went all the way.

Each mission counts once: missions are unique and don't stack.
A single capture can count toward more than one mission at the same time.
The platform checks completion automatically, credits the points and shows the progress of each mission.

Numbers

Web impact and audience

+72.000 Users
8m 57s Average time per session
+1.200.000 Page views
28% Visitors from other cities*

+2,000,000 events

Real-time traffic

Tracking the peaks of simultaneous engagement during the game's finale.

Google Analytics dashboard with users, views and events during the game — Visitors and sessions overview

Google Analytics real-time dashboard at the game's finale, with visits from all over Brazil — Peak simultaneous users

Feedback

Hear from the players

“I'm from São Paulo, and while doing the downtown circuit I met lots of people who had come as tourists just to play. People from the South, from Rio de Janeiro and from two towns upstate. I thought that was amazing!”

@Juliana
“Loved it! But it's raining in Tatuapé today and I just captured Cascão.”

@Fabiano
“A 52-year-old player: her grandpa captured all 91 statues and completed every mission.”

@Cil Sara Apostolica
“I'm a preschool teacher, I run the City Explorers project, and I'm loving what you guys did!”

@Professora
“I joked that it was my Mônica comic almanac at 42. I thought it was awesome!”

@Faby Melo
“I really enjoyed playing the game and getting to know the city better with my family.”

@Andréa

Support

WhatsApp support with Artificial Intelligence

365 Players helped
18.384 Messages exchanged

Many players used the assistant to plan the best routes based on the distance between statues.

Top praise:

brilliant idea
the initiative
adventure and missions
discovering new places
dedication to the fans
fun, fast support

Security

Anti-fraud system for teleport detection

To stop players from spoofing their GPS (faking their location), we built an automation that flagged suspicious cases of distances covered in impossible times.