This paper presents a virtual gallery creation game that has been designed for the National Gallery of London, as part of the CrossCult project, with a multi-purpose goal. For visitors, the game allows users to virtually move paintings around,reflecting on their visit through gamification, while creating and curating their own virtual galleries. For National Gallery staff, the application allows them to simply visualise planned exhibitions and to accurately record the positions of paintings when they are moved or re-positioned. This paper describes the game’s underlying structure, designed to serve both as an expert tool and as a game, and discusses the results obtained from initial experiments with end-users. Some preliminary conclusions can be drawn regarding the extent to which the application allows the end users to reflect on the National Gallery collection while creating and curating their own virtual galleries