Bringing Company Values to Life: How Sportsbet Employees Lived Their Culture Through Urban Quest Team Building

When Sportsbet set out to create a team building experience for their employees during their annual conference, they weren’t just looking for fun – they wanted something meaningful. Something that reflected who they are as a company. Something that would bring their company values to life.

Enter Urban Quest.

Working within a tightly packed schedule, our mission was clear: deliver a high-impact, custom experience aligned with Sportsbet’s values – Play 3D, Be Bold, Our Fun, Their Fun, and Reflect, Learn and Improve – all within the iconic setting of Marvel Stadium.

Starting Strong with Team Activator

We began with our Team Activator session, strategically placed over morning tea. This short, high-energy warm-up helped people connect with colleagues they’d never met before – essential for setting the stage for deeper collaboration later on.

“It’s really fun and the one we’re working on right now takes a lot of strategy and technology, which we enjoy. Each of us has our own tasks – it’s going smoothly and efficiently, I must say.”

A Custom Challenge Aligned to Company Culture

Then came the main event: a bespoke Innovation Hub Challenge. Designed around the theme of forming high-performing, innovation-driven teams, the activity invited participants to complete a series of fun, tech-enabled problem-solving tasks throughout Marvel Stadium.

Every challenge was designed to embody Sportsbet values:

• Play 3D – See problems from multiple angles, collaborate, and think big.

• Be Bold – Step out of your comfort zone and try something new.

• Our Fun, Their Fun – Enjoy the journey and lift each other up.

• Reflect, Learn and Improve – Think critically and grow together.

“It’s not just about playing a game – it involves real thinking, like how are we going to do it best? We’re enjoying it and also taking something out of it.”

Strategy Meets Creativity

Each team quickly found their groove – strategising, delegating, and adapting in real time. WhatsApp became their secret weapon for communication and coordination.

“We’ve divided and conquered. That was our strategy, and it’s working. We’re using our WhatsApp chat really well and productively to get all our answers in.”

“This kind of activity pushes you out of your comfort zone and gets you thinking in a different way – which helps with creativity and being bold.”

Unexpected Connections and Lasting Impact

One of the most powerful outcomes of the day? New connections. People met colleagues they’d never interacted with, broke the ice in unexpected ways, and discovered the power of cross-functional teamwork.

“I’ve been here 11 years, and I’m surprised how many faces I haven’t met before. This event brought us together – it wouldn’t have happened Monday to Friday 9 to 5.”

“It’s really fun to be doing something different outside the office. Playing 3D by talking to people in other parts of the business – it’s really cool.”

An Unforgettable Day at Marvel

From reverse Beyoncé tracks to movie trivia and hidden challenges scattered around the stadium, the atmosphere was full of energy, curiosity, and fun. And of course, the glorious Melbourne weather didn’t let down.

“I did like listening to the backward songs – had a bit of a Beyoncé dance to Single Ladies played backwards. I’m better at movies than I thought I was – Freddy Krueger, nailed it!”

“The event’s going really well. Great weather, great vibe, and amazing to interact with everyone in the business we don’t normally get to hang around with.”

The Urban Quest Difference

Events like this don’t just happen. They’re the result of:

• Close collaboration with organisers.

• Deep experience delivering large-scale team activations.

• Flexible tech that guides and connects people.

• Creative design that makes company values tangible and memorable.

Urban Quest helped bring Sportsbet’s values to life in a way that was real, relatable, and ridiculously fun. The experience left people more connected, more inspired, and more aligned than ever.

Want to activate your own team around your company values?

Let’s build something amazing together.