Presentation done by Cynthia Corrêa, and Camila Kitano, during "Mobile systems" workshop, of the ENTER2015 eTourism conference.

1. ENTER 2015 Research Track Slide Number 1
Gamification in Tourism:
Analysis of Brazil Quest Game
Cynthia Corrêaa
, and Camila Kitanoa
University of Sao Paulo-USP, Brazil
cynthia.correa@outlook.com, ca.kitano@hotmail.com
http://www5.usp.br/en/

2. ENTER 2015 Research Track Slide Number 2
Agenda
 Introduction
 Background
 Method
 Results
 Conclusions

3. ENTER 2015 Research Track Slide Number 3
Introduction
 The purpose is to investigate the practice of
gamification in tourism.
 Focused on Brazil Quest game, launched in
2012 by the Brazilian Tourist Board
(EMBRATUR).
 Aquarela Plan 2020 Brazil’s International
Tourism Marketing (Brazil, 2009).

4. ENTER 2015 Research Track Slide Number 4
Background
 In Travel & Tourism, business seeks to innovate
and adapting to the costumer’s behaviour and
experience (Maan, 2013).
 Gamification refers to the use of game design
elements in non-game contexts (Deterding et
al., 2011).

5. ENTER 2015 Research Track Slide Number 5
Background
 Gamification is a business practice that uses
game mechanics and game design elements to
measure, influence and reward target user’s
behaviours (Maan, 2013).
 Gamification in tourism (Xu et al., 2013; Xu,
Weber, & Buhalis, 2014; Weber, 2014).

6. ENTER 2015 Research Track Slide Number 6
Method
Table 1. Levels of Game Design Elements (Deterding et al., 2011).
Level Description Example
Game interface design
patterns
Successful interaction design components and design
solutions for a known problem in a context
Leaderboard, level
Game design patterns
and mechanics
Commonly reoccurring parts of the design of a game
that concern gameplay
Time constraint, limited
resources, turns
Game design principles Evaluative guidelines to approach a design problem
or analyse a given design solution
Enduring play, clear
goals
Game models Conceptual models of the components of games or
game experience
Challenge, fantasy,
curiosity, reward
Game design methods Game design-specific practices and processes Playcentric design, value
conscious game design

7. ENTER 2015 Research Track Slide Number 7
Game interface design patterns
• It has a known problem in the context.
• Ranking of scores – Leaderboard.
• Overcome obstacles and accumulate points.
• 12 stages (cities) with a mission.
• Three different levels.
Results

8. ENTER 2015 Research Track Slide Number 8
Game design patterns & mechanics
• It does not offer a time constraint.
• The player has to get orbs to make Yep able to finish the turns.
• If the numbers of points are not reached, it will be necessary to
repeat the phase.

9. ENTER 2015 Research Track Slide Number 9
Game design principles
• The platform executed is the runner style.
• Total Plan – complete scenario (Pimenta, Contim, & Oliveira, 2006).
• Each city has a unique setting, with emphasis on tourist attractions.
• Differentiated soundtracks for each city are placed.

10. ENTER 2015 Research Track Slide Number 10
Game models
• The challenge is to complete different missions.
• When the character absorbs orbs, gets happier and stronger.
• The player can keep rewards in the souvenir box, and share every
achievement on social network.

11. ENTER 2015 Research Track Slide Number 11
Game design methods
• Playcentric design was built
focused on the 12 host cities.
• Brazil Quest provides brief
descriptions of the cities in
English.
• For each city new attractions
are shown passively as a
background.
• The soundtrack is related to
the local culture, encouraging
tourists to unlock phases.
• It is basically a hobby game for
entertainment.

12. ENTER 2015 Research Track Slide Number 12
Conclusions
 The idea of the game is well designed and
arouses curiosity to unlock the next phases.
 However, the game gets monotonous, as
there are not many differences in the
dynamics of the game, characters and sets, or
in the platform.

13. ENTER 2015 Research Track Slide Number 13
Conclusions
 It presents technical flaws that hinder the
interaction, and do not allow to share
information via social network.
 Within the potential of gamification, it might
exist a better manner to exploit information
around attractions.

14. ENTER 2015 Research Track Slide Number 14
Conclusions
 The game wastes exploratory feature, one of
the crucial factors in a tourism game (Xu et al.,
2013).
 Partnerships (game developers, marketers and
researchers) to identify the demand of new
consumers are vital to the success of
gamification in the Brazilian tourism market.

15. ENTER 2015 Research Track Slide Number 15
References
Brazil (2009). Ministério do Turismo. Plano Aquarela 2020. Marketing Turístico
Internacional do Brasil. Brasília, DF, BRA.
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to
gamefulness: Defining "Gamification". In: Proceedings of the 15th International
Academic MindTrek Conference: Envisioning Future Media Environments. Tampere,
Finland, September 28-30: 9-15.
Maan, Jitendra. (2013). Social Business Transformation through Gamification.
International Journal of Managing Information Technology 5(3): 9-16.
Pimenta, M., Contim, T., & Oliveira, V. C. (2006). Gestão de Projetos no Desenvolvimento
de Jogos Eletrônicos Interativos. São Paulo. Retrieved from
http://gdpi.googlecode.com/files/TF7-M_GameDevelopment_Marco-Thiago-Valter.pdf
Xu, F., Weber, J., & Buhalis, D. (2014). “Gamification in Tourism”. Zheng Xiang & Iis
Tussyadiah (Eds.), Information and Communication Technologies in Tourism 2014. In:
Proceedings of the International Conference. Dublin, Ireland, January 21-24.
Xu, F., Tian, F., Buhalis, D., & Weber, J. (2013). “Marketing Tourism via Electronic Games:
Understanding the Motivation of Tourist Players”. In: 5th International Conference on
Games and Virtual Worlds for Serious Applications. Poole, United Kingdom, September
11-13.
Weber, J. (2014). Gaming and Gamification in Tourism – Best Practice Report. Digital
Tourism Think Tank: 1-14.

16. ENTER 2015 Research Track Slide Number 16
Thank you for your attention!