“The Amsterdam Museum brings the city’s history alive, shares its identity to challenge inhabitants and visitors to create a deeper relationship with the city”.

Their visitor experience was not yet complete, the integration between the visual, storytelling and audio was missing one element: an audio guide that delivered its message efficiently. 


  • Compatibility with the museum interactive system
  • No content ownership
  • Multimedia audio guide device
  • No insights into visitor’s behaviour
  • Audio/Video synchronization
  • High costs
  • 10 audio tour languages


  • Allows 3rd party software to receive & transfer data
  • Interactive IDentifier collects visitor data
  • Replaces use of barcode & RFID tags
  • Visible metrics on tour usage
  • Audio/Video synchronisation IDentifier
  • Simple audio guide technology
  • Syncronises audio in multiple languages with video at the same time


  • Ownership of audio content
  • 67.2% audio audio guide pick-up rate
  • 60% listened to at least half of the stops
  • More tours created for temporary exhibitions
  • Museum team productivity increased
  • Visitor satisfaction, good reviews from TripAdvisor
  • Analytics data to support decision making

Read the story

In 2012 the Amsterdam DNA exhibition opened its doors to visitors. Its objective was to give visitors a short and interactive tour of Amsterdam’s history. While the Amsterdam DNA exhibition told the history of the city, other temporary exhibitions focus on telling stories from a different perspective. 

How the content was delivered depended on the type of audience. At the Amsterdam DNA exhibition, the majority of the audience were 1st time visitors to Amsterdam on a tight schedule with limited time to walk through the exhibition. This meant that delivering content through a fun, educational and interactive approach was a priority for the museum. 

Unfortunately, incorporating multimedia such as videos and quizzes with the activation of a QR code and the use of a booklet wasn’t bringing the desired result to satisfy the museum and its exhibition visitors. The museum was looking for new suppliers to change their audio guide system destined for permanent exhibitions.

The Amsterdam Museum’s goal was to provide a simple audio tour device that allowed visitors to focus on the exhibition and not on complex technology.

The museum had an average of 205.000 visitors per year and 80% of their visitors were international. They offered 10 different languages on their audio tour. Their new audio guide device should synchronize audio & video in multiple languages.

However, there was an even bigger challenge. The Amsterdam DNA exhibition had already been running for 2 years when they decided to change their audio guide supplier, and the new system needed to operate with the existing interactive system.


The Amsterdam Museum had experienced Guide ID’s audio guide system at other venues like “Museum Willet-Holthuysen” & “Ons’ Lieve Heer op Solder”; both are members of the Amsterdam Heritage Museum Group and use the Podcatcher. The Amsterdam Museum had a wish list of  17 requirements and extremely high expectations of their new audio guide system.

One particular feature of the Amsterdam DNA exhibition, is its quiz: “What is your personal DNA code?”. It is undertake using 7 interactive stops throughout the exhibition. The visitor chooses between four different images on a touch screen, and discovers which core value of the city represent them the most: Entrepreneurship, Free Thinking, Citizenship or Creativity.

The hardware design and implementation of the interactives were made by Apollo Media and Rapenburg Plaza is still involved with the Show Control system. Thanks to the flexibility of our system we were able to connect to Rapenburg Plaza’s interactive systems. The link between our Interactive IDentifiers and the Podcatcher solves the challenge of collecting visitors’ usage data and the devices’ unique ID number was used to record the visitors’ results. This replaced the use of barcodes and RFID tags.

Our technology recognizes who is using the interactive and can connect this ID number to a name or email address. For example, at the DNA Photo stop the visitors are encouraged to take a picture of themselves in a harness. The camera is activated when the Podcatcher audio guide sends a signal to the Interactive IDentifier. The photo can be sent to the visitor’s email.

In addition, the integration of Interactive IDentifiers enables the acquisition of a real time overview of the audio guide’s usage. The analytics function also offers access to information about the number of tours per month or day, tour duration, selected options and objects visited. Guide ID’s analytics help the museum to understand their visitors’ behavior.

Videos, visuals and sounds are key in the exhibition for the visitor to immerse themselves in Amsterdam’s story. Across the exhibition, 7 films describe different periods of Amsterdam’s history, the integration of Audio/Video IDentifiers synchronize the audio on the Podcatchers with the videos, in the language that the visitor has selected. 

This allows multiple visitors to  listen to the audio at the same time regardless of the  language selected. 

The Amsterdam Museum has an agile environment, where objects and exhibitions are constantly changing. Independence, freedom and ownership over the content is a must for them. 

Previously, any small changes in the audio content would have come with a high cost, and this would have been a limitation on their creativity. Recovering ownership over the audio content was possible with Guide ID’s online tour editor platform. 

Copyright stay with the museum and they are able to create their own tours and re- use content while benefiting from professional support for the development of the tours and the system. 

The Amsterdam Museum discovered everything they needed in one device: an audio guide, an online content management  platform and an online data analytics system.


During the 4 years of working with Guide ID’s audio guide system, the Amsterdam Museum has seen improvements to their visitor experience. The audio guide has been an ally to help the Amsterdam Museum reach its goals.  Since the implementation, Guide ID’s platform has encouraged the creation of more audio tours, as when the Amsterdam Museum team saw how easy it was to create tours on the platform, they decided to introduce audio guides for their temporary exhibitions.

1 %
Audio guide pick-up rate

The Amsterdam Museum believes in the powerful effect that audio has on the visitor and the audio guide is both easy and free to use. The audio guide pick-up rates are around 67.2%. The average tour duration is between 30 and 60 minutes, and at least 60% people listen to around half of the stops on their visit. 

1 %
Listened to at least half of the stops

Ownership of audio content

Visitor satisfaction,good reviews from Tripadvisor

Back-up decision making through analytics

The freedom and flexibility to create their own tours, helps them with the strategy and planning of the content for exhibitions. While the analytics platform provides them with data to support decisions about changes in the audio tour and future exhibitions, including the portfolio of languages they offer for their permanent exhibition. 

Guide ID has become the storyteller for the Amsterdam Museum, and we are extremely proud of that.