This paper describes the personalization challenges that are faced when designing a gameful experience for groups of visitors in a cultural site. We present our approach to account for different player paces between members of the same group, by introducing short, in-game activities. We discuss the relationships between player types, personality traits, and game elements to visitor attitudes and styles, summarizing results from our prior work and related literature. Finally we describe our first steps towards implementing intra-group personalization functionalities, designing a series of activity types that are targeted to different player types and visitor styles.