Overview
Client:
Dubai Ambulance (Dubai Government)
Industry:
Government Services · Gamification · Educational Apps
Region:
Dubai, UAE
Services:
Game Concept & Design · UX/UI · 2D Illustration & Art Direction · Mobile App Development · Sound Design & Gamification
downloads in the first year
live game sessions played during GITEX 2016 demo and activations
average app store rating
About
Dubai Ambulance wanted to move beyond traditional awareness campaigns and reach the public in a more engaging, interactive way.
Their vision was clear:
Create a mobile game that simulates ambulance services in Dubai, allowing anyone to experience the urgency of emergency response and understand how fast, correct actions can help save lives.
The result was Dubai Ambulance – a gamified simulation app designed to:
- Entertain a broad audience
- Raise awareness about ambulance operations
- Reflect the real streets and spirit of Dubai through immersive visuals and sound
The Dubai Government entrusted The Portal Agency to bring this experience to life — from concept and design, to development, launch, and live showcase at GITEX.
The Challenge
The main challenge was designing a game that could balance:
- Fun and addiction – to keep players coming back
- Realistic simulation – to reflect the responsibility and structure of real ambulance work
- Simplicity and accessibility – so people of all ages could understand and enjoy it
We had to create:
- A believable Dubai city environment in game form
- A clear, repeatable scenario that teaches without feeling like a lesson
- An experience that government stakeholders would be proud to present publicly, especially at events like GITEX 2016
Objectives
Together with Dubai Ambulance and the Dubai Government, The Portal Agency aligned on key objectives
1. Develop an engaging mobile game that simulates ambulance response in Dubai.
2. Educate players about response speed, ambulance roles, and the importance of timely action.
3. Create a visually rich, accurate representation of Dubai’s streets and urban environment.
4. Ensure the game is easy to pick up, fun to replay, and suitable for a wide audience.
5. Deliver a high-quality experience that can be showcased at GITEX and other official events.
Our Strategy
We combined game design, UX, and visual storytelling with government communication goals.
1. Concept & Story Flow
We built the game around a simple, powerful scenario:
- A request for help is received from a patient
- The player, acting as the ambulance team, receives the dispatch
- The player drives the ambulance through Dubai’s streets to reach the patient and then transport them to the hospital
This flow allowed each playthrough to become:
- A mini story about saving someone in need
- A repeatable loop that reinforces awareness and urgency
2. World-Building & Visual Direction
To make the experience feel truly “Dubai,” we:
- Conducted extensive research and brainstorming between designers and game developers
- Created professional 2D illustrations inspired by real Dubai roads, signage, and city layouts
- Used realistic colors and environmental details so players instantly recognize the city’s character
The result was a digital version of Dubai, stylized but familiar, designed to mirror the look and feel of a modern, vibrant city.
3. UX & Engagement Design
We focused heavily on player experience:
- Simple controls and clean on-screen elements so anyone can play
- A highly engaging user experience supported by:
- Realistic street visuals
- Catchy background music
- Rewarding sound effects when players succeed
The game was built to be addictive in a positive way encouraging players to keep trying, improve their performance, and unconsciously absorb the message:
fast, accurate response saves lives.
Execution
1. Game Features & Scenario Design
Our team defined the core game loop:
1. Receive a help request from a patient
2. Dispatch the ambulance and start driving
3. Navigate through Dubai’s streets
4. Reach the patient and drive them to the hospital
Each element was refined to:
- Feel realistic enough to be meaningful
- Remain fun, dynamic, and replayable
2. Prototypes & Iteration
We created early prototypes to test:
- Camera angle and view of the streets
- Vehicle controls and difficulty level
- Player feedback (visual + audio) at each stage of the mission
These prototypes allowed us to fine-tune:
- The balance between realism and fun
- The pace of the game and mission length
- How intuitive the interface and journey felt to new players
3. Visual & Audio Production
Once the mechanics and flow were validated, we moved into full production:
- Designed detailed backgrounds and assets to simulate Dubai’s roads and environment
- Applied realistic, vibrant colors to match the city’s modern look
- Composed or selected engaging music to maintain player focus and excitement
- Integrated rewarding sound effects for actions like:
- Successful pickups
- Reaching the hospital
- Completing missions
Every sensory element was aligned with the goal of keeping the player immersed and motivated.
4. Launch & GITEX 2016 Showcase
After development and testing, we launched the game and presented it to Dubai Ambulance and government stakeholders.
The feedback was extremely positive both in terms of game quality and engagement potential.
The project was then showcased at GITEX Expo 2016, where:
- The game was featured on dedicated consoles and devices at the Dubai Government booth
- Visitors played the game over 5,000 times during the event’s demos and activations
A key highlight was the visit of H.E. Khalifa Hassan Al Drai, Executive Director, who personally visited the booth, tried the game console, and praised the experience describing it as “very well done and highly enjoyable”.
His reaction reinforced the project’s success as both a public engagement tool and a showcase of innovation for Dubai Ambulance.
We were honored to collaborate with the Dubai Government on this project and it was not the only one.
“My Arabic” was another initiative with Dubai that we were proud to be part of
Results & Impact
The Dubai Ambulance game successfully combined education, engagement, and innovation:
- Achieved 100,000+ downloads in the first year, proving strong public interest and reach
- Maintained a 4.7★ average app store rating, reflecting a highly positive user experience
- Generated 5,000+ live game sessions during GITEX 2016, turning the booth into an active, interactive zone for visitors
- Helped raise awareness of ambulance response and emergency services, especially among younger and tech-savvy audiences
- Provided the Dubai Government with a creative, interactive asset for events, campaigns, and public communication
Beyond the numbers, the game changed how people interact with the idea of emergency response not just reading about it, but experiencing it through play.
live sessions played during GITEX 2016
downloads in the first year
★
average rating on the app stores
