Case study: National Gallery of the Marche
“amuseapp is the right product for museums”
Discover the experience of the National Gallery of the Marche with the amuseapp digital audio guide.
Introduction
The National Gallery of the Marche is located in the Ducal Palace of Urbino, an extraordinary residence commissioned by Federico da Montefeltro, one of the leading figures of the Italian Renaissance. Under his rule, Urbino became a major cultural center, attracting artists and intellectuals from all over Europe.
Today, the National Gallery of the Marche is a state museum owned by the Ministry of Culture and, since 2014, it has been included among the museum institutes with special autonomy, thus falling directly within the network of the main Italian national museums. The Ducal Palace itself is owned by the Italian State and represents one of the most important museum complexes managed by the Ministry, as well as hosting other cultural spaces and enhancement activities coordinated at a national level.
What were the main difficulties before adopting amuseapp?
“Service management is complex, especially for public cultural sites. These services are subject to concessions or tenders… and it is very difficult to find solutions compatible with administrative complications. Very often the problem is precisely this: finding partners who can provide a manageable solution.”
The critical point was not just the service itself, but the entire bureaucratic and administrative aspect related to its activation.
Why did you choose amuseapp?
A decisive factor in the choice was the completely outsourced management model of the service.
“The solution you proposed has enormously streamlined the bureaucratic part. It was truly decisive.”
As the Gallery is a public entity linked to the Ministry of Culture, the activation of services such as audio guides is normally bound by complex procedures, such as tenders, concessions, or contracts, which make implementation difficult and slow.
In this context, the model proposed by amuseapp represented a particularly effective solution.
With amuseapp:
- the visitor scans a QR code
- purchases the audio guide directly from their smartphone
- accesses the content immediately
All operational and administrative management, including payments and invoicing, is handled by amuseapp, without involving the museum directly.
“That was exactly the problem: finding a solution compatible with the complications of public administration. This approach allowed us to activate the service quickly, avoiding the bureaucratic constraints typical of public institutions.”
Did you have other audioguide systems before amuseapp?
“We used to offer traditional hardware audio guides in Italian and English, but we had to discontinue the service due to COVID-19. Furthermore, making changes or updates to the audio guides was an extremely complex and demanding task.”
Was it difficult to implement amuseapp?
“No, absolutely not. We implemented it quickly and very simply.”
What kind of experience does amuseapp offer for the National Gallery of the Marche?
“With amuseapp, the following were created:
- a standard itinerary
- an itinerary for children and families
- an itinerary for the temporary exhibition on Simone Cantarini
The audio guide is available in 5 languages: Italian, English, Spanish, French, and German.”
Have you noticed any changes in visitor engagement?
“Since we did not have an active audio guide system previously, the introduction of the service was immediately perceived as added value by visitors. The audio guide was indeed highly appreciated and also had a positive economic impact, meeting expectations in terms of price and accessibility.”
Are visitors satisfied?
“Feedback from visitors has been very positive, particularly during the exhibition, where we received numerous compliments. Generally, visitors tend to report mainly what doesn’t work, so the absence of issues is already a significant indicator in itself. Furthermore, the content of the audio guide was perceived as well-balanced, both in terms of duration and intensity.”
Which features did you find most useful?
“Among the most appreciated aspects is certainly the simplicity and immediacy of the technology, which allows visitors to experience the tour in total autonomy, in a ‘DIY’ logic. Added to this is the speed of content creation, which we found very efficient and in line with the Gallery’s needs.”
Would you recommend amuseapp to other cultural institutions?
“Yes, I would definitely recommend amuseapp to other cultural institutions, even to smaller ones or those with limited resources. It allows you to offer a quality product without requiring a high initial investment and, over time, it pays for itself.”
How would you describe amuseapp in one sentence?
“The right product for museums.”