The overall goal of the project is to create long-term sustainable tourism industry and new growing companies in the segment visit/game. The goal of the project is to establish a technical platform for gamification of experiences where social innovation and societal challenges are used as driving forces. The milestones to be achieved during the period are to build a technical platform for gamification of experiences. Develop a long-term sustainable structure for the innovation environment’s business model (legal law, licenses, ownership, etc.) and create arenas for information and collaboration around gamification’s opportunities for innovators, entrepreneurs, associations and public organisations (cross innovation). Projects are the first step in building a completely new and unique innovation environment by developing a technical platform/test bed for gamification of the hospitality industry. The platform will be able to be used by companies, innovators and organisations to test ideas, develop prototypes and eventually gain knowledge and support to develop their product/service ready for market introduction. The work to establish/organise the innovation environment will last throughout the project period. The project is mainly about the construction of the technical platform and test labs as well as conducting some test pilots. In addition, legal issues will also be mapped and new adapted business models will be developed. In order to build a sustainable innovation environment, external monitoring is an activity in the project. The initiative promotes links between companies and academia, external innovation, services and processes through smart specialisation. 25 companies will receive support through the project in the form of test activities and five companies are expected to develop collaborations with research institutions. The project is the start of establishing an innovation environment and the ambition is to move forward in the development of the environment and create a new industry that creates growth in existing and new companies in different industries.