The American Mall Game Focuses on the Death of Shopping Centers

 - Feb 12, 2018
References: businessinsider & adweek
The American Mall game is a Bloomberg-created video game that documents the demise of the American shopping mall. The interactive storytelling of the game gives players the chance to understand and experience the situation of the dying American mall. The game was developed over the course of three months and was built by a team of Bloomberg reporters, editors, developers and the copy desk.

The American Mall game features a retro art style in a way that evokes the former glory of massive malls. Set in 2018, the game has players choose a character and then implement strategies to turn the mall around. The strategies can be as simple as slight rent increases, but can also go as far as zany marketing schemes.

While there is a way to win the game, it is incredibly difficult to do so and most of the game just feels like a crawl for survival. Gameplay is fairly light, but the message of the game and the experience it evokes are all done masterfully.

Image Credit: Business Insider, Ad Week