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earned media impressions


users in the first week


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As the second season of Westworld came to an end, HBO wanted to give fans a reason to talk about the show, even when it wasn’t on air.

360i created The Maze, a fully immersive Amazon Alexa voice game that allowed fans to navigate Westworld using only their voice.


With 36 voice actors, 11,000 lines of script, 60 player-gernerated paths 32 ways to die and two hours of unique gameplay, The Maze is the most ambitious and immersive voice game created to date.

It was produced with the show’s creators and talent Jeffrey Wright and Angela Sarafyan.


In the first week, over 10,000 fans tried to solve The Maze and the game generated over 500 million earned media impressions thanks to Easter eggs hidden in the game just for press.

The Maze pushes the boundaries for voice device content, bridging the gap between new technology and the oldest form of storytelling.

To play and explore Westworld for yourself, simply say “Alexa, open Westworld.”

360i HBO The Maze


360i is an award-winning strategic, creative and media agency that has earned a place on Ad Age’s A-List for the past eight years and was named Adweek’s 2018 Breakthrough Media Agency of the Year. Drawing upon a deep understanding of how people discover brands and share stories, 360i helps brands capitalize on change. Top clients include National Geographic, DSW, Capital One and HBO.

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