Some learnings:-! Single-player mechanics can
work...-! ... if tied into social graph.-! Reward linked to interaction locks in.-! Collaboration + Competition-! Tease, test & iterate to maximise interaction with friends (keep users longer) & spending points (grow revenues).
475,000,000 Daily circulation of newspapers
825,000,000 Registered cars 1,800,000,000 Unique credit card holders 2,250,000,000 Tooth brushes in use 4,000,000,000 FM Radios 4,965,000,000 Mobile phone subscriptionshttp://upload.wikimedia.org/wikipedia/commons/8/85/Numbers_grid_in_NY.jpg vo sc
• 91% of people have
their mobile within arm’s reach 24/7. Morgan Stanley 2007• 60% of married people will not share their mobile with their spouse! Wired Magazine 2006• It takes an average of 26 h for a user to report a lost wallet but only 68 minutes to report a lost mobile phone. Unisys Survey• 10% of under-25 year-olds find it OK to text whilst having sex. Retrevo Gadgetology Report, 2010
Mobile is a 1st!1. Personal
mass media2. Always carried3. Always on4. Built-in billing system5. Present at the point of creative impulse6. Accurate audience identification7. Captures social context8. Enables augmented reality Tomi Ahonen, Mobile as 7th of Mass Media, 2008; Alan Moore Jonathan MacDonald, The Glittering Allure of the Mobile Society, 2008
Engage in the game; It’s
Your Real Estate!http://www.woodlandmanufacturing.com/imagesb/realestate-signs/real-estate-sign-main-lg.jpg
How to Engage: Interaction where
it matters• Peer-to-peer challenges• Inclusion of mobile-only features (contextual, geo-aware, etc)• Achievements, trophies, rewards• Avenues to friends: finding, gifting, comparing. Encourage exchange with people that matter
As to the Vending Machine...•
Integrate billing events where they are: - relevant (adds value from a user point of view), - transparent (don’t con the user), and - in context (seamless integration into game mechanic).• Provide the perception of real value.