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Globally accessible. Real-time 3D web game. No barriers.
The game activation that made the launch of the new Biscoff Sandwich Espresso Flavour unforgettable across 11 countries
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Lotus Biscoff is launching a new taste experience: the Biscoff Sandwich Espresso Flavour, a sandwich biscuit in a special Tomorrowland edition. To power up the launch, Lotus Biscoff asked us to develop an activation game. Players get the chance to experience the Tomorrowland festival itself: a fully catered weekend for two, including accommodation.
We built a fully accessible, interactive 3D web game that renders in real time. The game is fully accessible according to the EU Accessibility Act and legally compliant in all 11 countries where the biscuit is being launched.
Inclusive activation game, fully aligned with the EU Accessibility Act
3D browser game with real-time rendering: no app or installation required
Legally compliant with gaming and activation regulations in 11 countries
Seamless user flow, from registration to draw per country
International launch for a new Lotus Biscoff flavour
Lotus Bakeries x iO: from website platform to international activation
Lotus Bakeries is the Belgian food group behind iconic brands like Biscoff, Nakd, BEAR and Trek. With products in more than 100 countries, Lotus is a global player with strong Belgian roots.
Our collaboration began in 2025 with a strategic platform question: bringing all brand sites together in one CMS. Since then, we've worked on websites for Trek, Nakd, Kiddylicious, BEAR and Willems Biscuits.
The activation for the new Lotus Biscoff Sandwich Espresso flavour, Tomorrowland edition, isn't a standalone project, but a logical chapter in a broader digital partnership where we're building a scalable, future-proof digital presence with Lotus Bakeries.
The challenge
How do you launch a new flavour with maximum impact in 11 countries? And how do you make sure everyone can take part in your activation, in countries where online lotteries are banned?
The solution
We develop a game mechanism that complies with regulations in 11 countries. With a seamless user flow and a real-time 3D browser game, we give players the chance of an unforgettable Tomorrowland experience. The game is 100% accessible and meets all guidelines of the EU Accessibility Act.
"We had to be certain this multinational campaign was legally watertight and would have creative impact. iO didn't just deliver a technically impressive game, they thought alongside us about accessibility and compliance from the very start. That's exactly the partnership we need."
Rob Goossens, Global Marketing Manager Biscoff Equity at Lotus Bakeries
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Extra impact for new flavour launch
Lotus Biscoff wanted to make the launch of its new Biscoff Sandwich Espresso Flavour bigger than a standard product introduction. The solution: a special Tomorrowland edition of the packaging and the biscuit itself, plus an activation giving fans the chance to experience the festival firsthand.
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Legally watertight game
Online lotteries are banned in Belgium and in most of the 11 target countries. A classic promotion wasn't an option. iO researched the legislation per country and designed an alternative: a game-based mechanism. Players actively participate, collect points by completing tasks and get the chance to win the main prize: a fully catered Tomorrowland weekend for two, including accommodation on the festival site. This mechanism is legally compliant in all markets.
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Real-time, 360° gaming fun: in your browser, on your mobile
The game runs entirely in the browser with real-time 3D rendering. No app, no download, no installation. Players enter a magical biscuit factory: a steampunk world that feels as warm and cosy as Lotus Biscoff and sparkles with a touch of festival magic.
They get the same smooth 360° experience on laptop and mobile: fast and responsive gameplay in one world, just by moving your cursor or your device. This technical choice lowers the barrier as much as possible: in 11 countries, everyone can start straight away.
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Fully accessible: opportunities for everyone
Reaching as many people as possible was our goal. So accessibility became a design principle from day one. We made sure everyone can play, regardless of their age, digital maturity or disability. Bonus: the game is therefore also fully compliant with the EU Accessibility Act. In a market where gamification is often visually and interactively complex, the Inside the Biscuit Factory game proves that accessibility and a rich gaming experience go hand in hand.
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A seamless user flow
We mapped out the complete game journey and ensured a seamless flow from signing up, game play, to the draw per country. We thought through every screen, every step, every scenario, with the participants in mind. We also designed what players see before and after the campaign period. From registration to prize distribution: everything works.
Biscoff Sandwich Espresso Flavour: the launch in numbers
- 11countries where the game goes live simultaneously
- 100%EU Accessibility Act compliant
From product launch to experience
The Inside the Biscuit Factory game takes the introduction of the Lotus Biscoff espresso biscuit to a level befitting an iconic brand. By linking the biscuit to Tomorrowland and taking accessibility as a starting point, Lotus Biscoff reaches a wider audience with this campaign than with a traditional product launch.
The real-time 3D technology creates a gaming experience that sticks. And the game-based mechanism makes the campaign both legally sound and fun in all 11 countries.
The lucky winners will experience Tomorrowland Belgium 2026 as a duo, fully catered. What a way to Enjoy the Magic.
What we did
Digital platforms
Brand, business & experience design
Creation & content
Cloud, data & integration