SWR's journey into games and interactive experiences
SWR X Lab is the innovation unit of Südwestrundfunk (SWR), one of Germany’s major public broadcasters. Focused on audiences under 50, the lab helps editorial teams design and develop digital products with a strong user-centered approach. One of their most exciting playgrounds? Games.
In the past year, SWR X Lab launched several notable projects, including Tatort Game 2 and GreenGuardiansVR. Tatort Game 2 is an AI-powered crime-solving experience based on the iconic German TV series Tatort, while GreenGuardiansVR is a multiplayer VR game that addresses climate change through immersive storytelling. Currently, the team is working on three major new titles, with the first releases coming later this year. Here’s a look behind the scenes.
Tatort Game: AI, Crime, and Millions of Messages
The Tatort Game is a chat-based escape game inspired by Germany’s legendary Sunday night crime drama, Tatort. Each episode of the show features a different city and detective solving a unique case—a perfect setting for a game that blends storytelling, puzzles and AI.
At first glance, the game resembles a regular chat app. Once players hit “Start Game,” they jump straight into the action—no tutorials needed. It all begins with a voice message from one of the real actors from the show. Players can reply freely thanks to an integrated AI chatbot that dynamically guides them through the investigation. It feels natural, personal and engaging.
The response has been phenomenal: over 1.29 million unique visitors, 400,000 active players with an average playtime of 45 minutes, and more than 18 million messages exchanged. The game was even playable on all ICE trains across Germany—bringing a fresh kind of storytelling to commuters nationwide. The concept is easily adaptable to different IPs, and SWR X Lab is currently seeking partners interested in pushing the boundaries of chat-based gaming.
The game can be tested (German only) at www.tatortgame.de.
GreenGuardiansVR: Climate Action Through Play
Following the success of Tatort Game, SWR X Lab took a bold step into virtual reality with GreenGuardiansVR. First unveiled at Gamescom 2024, this multiplayer VR game tackles the topic of climate change while being an action-packed sci-fi adventure. Players travel to the future, facing off against the CEO of a corrupt mega-corporation to save the planet. Along the way, they encounter misinformation campaigns and fake news, learning how disinformation spreads online—all through engaging, interactive gameplay.
While the game was well received, it highlighted a key challenge: VR accessibility. Many younger audiences don’t have access yet to VR hardware, which limits reach. Still, it’s a crucial learning step as SWR experiments with emerging platforms.
What’s Next: Castles, Comedy, and Community
Looking ahead, SWR X Lab has three upcoming titles:
- Bau die Burg (Build the Castle) – Launching at Gamescom 2025, this community-driven game brings a historical building format (originally on Twitch & YouTube) into Roblox. Players team up to construct medieval castles within 25 minutes before facing judgment from an in-game king. The rotating kings will offer varied evaluations, creating strong replay value and competitive fun.
- Almania Game – This mobile game is based on the hit comedy series Almania, a mockumentary-style sitcom set in a school. Think The Office, but in a classroom. The game invites players to build and manage their own school in a lighthearted, humor-filled experience. Launch is scheduled for November 2025, alongside the series’ new season.
- A Third, Yet-Unannounced Project – Still under wraps, the third project promises to push boundaries even further, continuing SWR X Lab’s mission to blend meaningful content with playful formats. The PC RPG-game will launch in 2026.
For SWR X Lab, gaming isn’t just entertainment—it’s a gateway to connect with younger audiences, tell powerful stories, and experiment with new technologies. SWR X Lab is rethinking what public service media can be in the digital age.
