Bringing gamification into shopping centers! PLAY IT! is a gamification platform including 5 different big interactive game islands presented by the virtual host Felix. The virtual actor acts interactively with users, helps, explains and moderates the games and all processes with his special comments. Based on our real-time animation software, Felix anytime absolutely interactive. Sensors are controlling processes of the players, used for the games and Felix. Play it! is a high-end application which was fully developed by Charamel and combines 2D & 3D Animation (character and games), and all additional game and software components and hardware environment as well. Over 170.000 players were counted until now. More information and an overview of the project can be found on Vimeo.